VisitEngland is launching its Enjoy Every Minute campaign with a 40 second television advertisement this evening (18 May).
The ad has been created by CST and debuts during Emmerdale on ITV1. It will run for two weeks on terrestrial channels ITV, Channel 4 and Five and on satellite channels. It will also be aired in cinemas.
The Enjoy Every Minute ad show nine locations and activities shot from the air and visually tagged with how long each pursuit might take. Scenes range from idling on a barge on a canal to surfing and vesting an art gallery.
The ad finishes with an image of the Bath Circus, a ring of Georgian townhouses in Bath, morphing into a clock on the Enjoy England logo.
The National Trust is running a 10 second ad that uses the same creative but with a National Trust call to action. This will tail the VisitEngland ad in selected spots.
The campaign was developed using VisitEngland research into the effect of the economic downturn that showed one in five of those who took an overseas holiday last year said that they would consider switching to the UK this year.
It is part of a £3 million burst of activity that includes print, online and PR devised to lead people to the Enjoy England website.
Head of strategy and communications Jenny McGee says that the ad is intended to change perceptions of what is meant by the term “holiday.”
VisitEngland was previously department within VisitBritain but is now an independent body with a remit to market the country domestically. The marketing team is led up by head of marketing Amanda Smyth.
The body has just appointed James Berresford as its first chief executive. He joins from the position of director of tourism at the Northwest Development Agency.