Enjoy England has launched a campaign, featuring veteran British actor Michael Gambon, aimed at boosting tourism through word-of-mouth recommendations.
The ads are designed to drive traffic to the tourism body’s online forum where visitors are encouraged to share their experiences of English holidays and attractions.
The campaign has been created by Farm, with media planning and buying handled by COI, and will run on radio and television until next month. It is voiced by Michael Gambon, who plays Professor Dumbledore in the Harry Potter series. He tells viewers that the website is the place where England’s best-kept secrets will be revealed.
Among the experiences featured in the ads are cycling in the Malvern Hills, eating cockles in Leigh-on-Sea and relaxing on the Norfolk Broads.
Amanda Smyth, head of marketing at Enjoy England, says: “The rise of peer-to-peer review sites and user-generated content means we can more easily find out what our customers want from their holiday experiences. We won’t be shying away from comments about what needs improving either: it can help us succeed as a world-class destination by helping us exceed visitor expectations.”
Enjoy England is a division of VisitBritain, the national tourism organisation.