Launching this month, the campaign, through below the line agency SMP, aims to remind people of holidays enjoyed in England in the past and experiences to enjoy with friends and family today. A free holiday planner will be mailed out with added-value third party offers included. It runs with the strapline: 'Memories that stay with you…Enjoy England'.
Mike Bedingfield, director of England marketing for VisitBritain, said: "Many of us remember fond stories of our childhood holidays and can recall experiences we want to share with friends or pass on to our children. The creative developed by SMP aims to capture this nostalgia and get British consumers to act as personal tour guides for a new generation of holiday-makers in England."
VisitBritain recently appointed its first roster of agencies including Triangle Communications, Tullo Marshall Warren and Fox Kalomaski to work on its £7m marketing account.
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