VisitEngland hopes stars will encourage domestic hols

VisitEngland’s new £5m campaign in partnership with commercial operators and fellow tourist boards is designed to shore up the domestic market during Olympic year.

Rupert Grint

The “Holidays at Home are Great” campaign aims to inspire UK residents to take a holiday at home during a year when England is hosting both the London Olympics and the Queen’s Diamond Jubilee to help mitigate “against a potential Olympic sag”.

In recognition of the importance of 2012, commercial partners are offering a 20.12% discount on accommodation, dining, attractions, transport and more andcontributors include Thomas Cook, leisure group Merlin Entertainment, Travelodge, Bourne Leisure and Hoseasons Group.

The campaign, which breaks today (7 March), is supported by the tourist boards for Scotland, Wales and Northern Ireland and features stars such as Stephen Fry, Rupert Grint and Julie Walters at various locations

For instance, it depicts Walters at Tate Liverpool and in the Lake District, Grint in Anglesey and on Bridlington beach and Michelle Dockery on Giant’s Causeway. The light-hearted ad includes lines like “No passports, no jabs, no visas and no Euros”.

It will be accompanied by a series of 10 second destinations adverts showcasing destinations such as Blackpool, Skegness, Yorkshire and Liverpool.

VisitEngland chief executive James Berresford says: “This is the largest domestic tourism campaign ever undertaken and aims to inspire UK residents to take advantage of the fantastic events taking place in the country this year.”

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