According to a report from Marketing Week the UK are planning to target domestic tourism with saturation marketing. Culture secretary Jeremy Hunt said that “there will be no escape” from the VisitEngland campaign and the VisitBritain “Great Britain” activity in overseas markets, the UK will benefit from being “the best country to visit”. Will this be enough to encourage UK residents to holiday at home this year…?
Historically there appears to have been an underinvestment in domestic tourism marketing and the UK faces the challenge with marketing to encourage less travel abroad and educate the public to the benefits in ‘staycating’ by pushing huge events including the Olympics and the Queen’s Diamond Jubilee. How is the government tackling this challenge in practice…?
VisitEngland 2012 holidays at home £5m campaign features celebrities such as Stephen Fry, Michelle Dockery and Rupert Grint (Harry Potter star) who encourage people to do an array of activities in England, Scotland and Ireland. Amongst the stars is Julie Walters who attends a garden party in the Cotswolds! What else will aid the marketing campaigns launched in the run up to the Olympics…?
In recognition of the importance of 2012, it has been reported that commercial partners are offering additional discounts on accommodation, attractions, and other tourism related goods and services. Operators involved include Thomas Cook, leisure group Merlin Entertainment, Travelodge, and more.
To ensure that this campaign is a success, the investment of £25m on a three-year strategy and the six-week TV activity is to be continuously monitored with a goal to establishing what campaigns are working and what the focus should be going forward…