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English tourism to enjoy ad boost

11 January 2006
English tourism to enjoy ad boost

This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design. To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.

Enjoy England is to launch a £1 million branding campaign that paints the country in exotic colours.

The campaign, from the department of VisitBritain tasked with promoting England domestically, goes under the banner "Look no further. Enjoy England." The radio advertising features American, Italian and Caribbean voices and breaks on January 16. .

The ads are created to make listeners think they are hearing descriptions of a far-off holiday destination but then they learn that they need "look no further" than England to discover exciting holiday ideas. The campaign promotes England's attractions such as its coastlines, national parks, restaurants and heritage.

The activity will be supported by national press and a London Underground campaign. The latter includes a giant 12 metre by three metre poster along the length of the northern line northbound platform at Waterloo showing St Michael's Mount in Cornwall.

The ads all promote the new Enjoy England Great Ideas 2006 brochure and showcase the number to call to order one.

The campaign has mainly been created in-house with media planning and buying help coming from COI.

Enjoy England director Mike Bedingfield said: "We want to challenge people's perceptions, showcasing the rich variety of surprising holiday experiences to be enjoyed on our own doorsteps and emphasising that when it comes to a short break there's really no place like home."

Source: mad.co.uk

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