The £3m through-the-line campaign, to run through April and May, will focus on the value UK consumers can achieve by choosing to holiday in England. However, in the case of domestic campaigns, VisitEngland will retain use of the Enjoy England brand.
The marketing push was announced at the inaugural Best of Britain & Ireland trade show currently being held at the ExCeL Centre in east London.
Last month's British Tourism Framework Review formally announced the creation of a body to specifically represent the interests of English tourism. Previously, VisitEngland had existed as an advisory committee within VisitBritain.
Penelope, Viscountess Cobham was appointed chairman of VisitEngland in December last year. The organisation is yet to appoint a chief executive.
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