LONDON - VisitBritain, the tourism authority charged with marketing England inside the UK, is embarking on a major integrated campaign to encourage Brits to take more short breaks.
The organisation, formed earlier this year after the merger of the British Tourist Authority and the English Tourism Council, is launching the £1.2m campaign under the banner "1001 reasons to enjoy England".
Direct response advertising, through WCRS, forms the key component of the campaign, which includes a TV commercial, press ads, editorial promotions and online activity.
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