An animated travel agent created by the makers of Wallace and Gromit will feature alongside Shaun the Sheep in the latest VisitEngland campaign to drive domestic bookings.
The TV campaign, produced by the Aardman animated-film studio and due to launch this spring, will feature Alison the Agent in the closing shots, with the strapline: “Visit HolidaysatHomeareGREAT.com or participating travel agents.”
The advert stars Aardman character Shaun the Sheep (pictured), and follows the release of Shaun the Sheep The Movie last month.
It’s the third year VisitEngland has featured Aardman characters, having used Wallace and Gromit since 2013.
This year’s £4 million campaign will again run in partnership with the trade, with Thomas Cook, Thomson, Advantage Travel Partnership, Worldchoice, Barrhead Travel, Hays Travel and Midcounties Co‑operative signed up alongside operators SuperBreak, Hoseasons, Bourne Leisure, Shearings Holidays and Attraction World.
VisitEngland chief executive James Berresford pledged to maintain support for agents after the government announced the overhaul of UK tourism marketing last week, with the formal separation of VisitBritain from VisitEngland.
VisitBritain will focus on international marketing, while VisitEngland will concentrate on developing “high-quality tourism products” in England and manage bids for ‘challenge fund’ investment.
Berresford said: “We’re not backing away from recognising the value of the trade or travel agents.” He pledged to continue the ‘Holidays at Home are GREAT’ campaign and the England Expert training programme for agents.
Tourism minister Helen Grant said: “VisitBritain will be set stretching targets to deliver more visitors across the regions.”