The ads, created by WCRS, break on May 1 and mark the first time that television has been used to promote English tourism in a decade.
In the ads, regional characters will argue that their region offers the most for visitors, and holidays for all different interests and budgets will be promoted, including canal boating, luxury spas, city culture and seaside holidays.
The TV campaign will be backed by press advertising, national newspaper supplements, editorial promotions and an online campaign. These will direct consumers to the website, and include a phone number, where callers can register for a 48-page brochure. Media planning for the campaign is through ZenithOptimedia.
There are four themes to the campaign: Experience England; Discover England; Explore England; and Relax England.
Travel agents will be displaying posters and brochures to promote the campaign.
Tom Wright, chief executive of VisitBritain, said: "Through this campaign, we want the British to be as excited by England as our 20m overseas visitors. Many consumers have not finalised their holiday plans for this summer so it is time to communicate that England has much to offer holiday makers and reassure them about the quality of the English tourism product. We are telling people to get out and explore what's on their own doorstop."
The campaign is also being backed by minister for tourism and broadcasting Kim Howells, who said: "England has a rich heritage, outstanding natural beauty and a vibrant, contemporary culture. We are a world-class destination. This campaign is about reminding the British what the rest of the world already knows -- just how much this country has to offer."
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