VisitEngland is launching the second phase of its tourism campaign to inspire young people to take a short-break in the UK
VisitEngland’s £2.5 million ‘Join the World - Discover the UK’ campaign launched in September. The second instalment features two films created by overseas social media influencers, Canadian Nadine ‘Hey Nadine’ and Alex ‘FrenchGuyCooking’ on inspirational trips in Bristol and Northern Ireland. The films are running on social media as well as being promoted by the influencers themselves and will be hosted on VisitEngland’s bespoke online hub at www.visitbritain.com/jointheworld.
Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago. The campaign targets the ‘lost generation’ using overseas media influencers and travellers to showcase to their peers the amazing moments and experiences that can only be had on a holiday at home in the UK. It aims to encourage that younger audience to develop the habit of holidaying at home.
VisitBritain/VisitEngland Marketing Director Clare Mullin said:
“These influencer films showcase some of the places and activities that millennials enjoy in the UK. We hope they will set young people off on a voyage of discovery, uncovering the diversity and quality of activities on offer across the country. The aim is to inspire them to book a short-break, boosting seasonal tourism and spreading the economic benefits across the UK.”
The campaign and hub also feature experiences in London and Yorkshire in England, Belfast and other locations in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales and many more through the eyes of international travellers. The content is being promoted across digital and social media channels Facebook, Instagram and Snapchat. As well as the new influencer films, the hub features blogs and user-generated content showcasing seasonal events, activities and experiences. Visitors can upload images of their own amazing moments on social media using #lovegreatbritain and #loveUK for the chance to feature on the hub.
Part of the UK Government’s GREAT Britain campaign, ‘Join the World - Discover the UK’ is expected to generate more than one million additional overnight stays, with an £80 million boost to the economy.
The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales, along with tourism businesses and destination management organisations across the UK.
The latest official statistics show that from January to June this year Brits took a record 26 million domestic holidays in Great Britain.
Tourism is worth £127 billion to the UK economy.