VisitEngland targeting families with young children to take domestic short breaks via a tie-in with the makers of Peppa Pig.
The £650,000 promotion is expected to generate more than 225,000 additional overnight stays in England from families this year, adding a £16.5 million boost to the economy.
The digital campaign will promote family-friendly experiences in collaboration with eOne, brand owners of the children’s animated television series.
A Peppa Pig-inspired online hub has been created on the VisitEngland website featuring 25 experiences for pre-school children and their families.
Inspired by the adventures Peppa has in the show, the hub is being promoted across VisitEngland’s digital channels to drive online traffic.
VisitEngland is also promoting the campaign through a national radio competition vis Heart FM owner Global.
The campaign will be boosted from mid-February with paid-for digital advertising.
Statistics show that families represent about a third of the potential domestic tourism market in England.
VisitEngland hopes to spread tourism’s economic benefits across more of the year including off-peak times given that parents with toddlers can travel through the shoulder seasons.
VisitEngland director Clare Mullin said: “We want to inspire young families to follow in the footsteps of their favourite character and go on fun filled year-round adventures across England.
“Capturing the imagination of Peppa Pig loving pre-school families, encouraging them to discover England and make long-lasting memories, harnesses their enthusiasm for taking a break at home boosting regional tourism and building an emotional connection to exploring their own backyard now and in the future.”
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