VisitEngland has launched a new £4 million campaign with Shaun the Sheep to promote domestic holidays.
The Aardman creation will appear in television advertisements later this year following his cinema debut next month, featuring the famous sheep and his friends on holidays in the UK.
Several high street travel agents are partipicating in the campaign including Thomas Cook, Thomson, Advantage, Worldchoice, Barrhead Travel, Hays Travel, Bath Travel and Midcounties Co-operative as well as supplier partners Superbreak, Hoseasons, Bourne Leisure, Shearings and Attraction World.
Tourism Minister Helen Grant said: “Shaun the Sheep is a much loved character so it’s fantastic that he’s been signed up to encourage Brits to book a domestic break this year. Britain’s tourism sector is performing strongly, creating jobs supporting businesses and helping deliver the government’s long-term economic plan. So it’s great that VisitEngland has teamed up once more with Aardman to help keep up this momentum.”
The new campaign is part of the Holiday at Homes are GREAT strategy that first launched in 2012 and has since generated more than one million overnight stays and more than £380 million in additional tourism spend.
“Following on from the success of the third Holidays at Home are GREAT campaign last year, which starred Wallace & Gromit we have partnered again with Aardman to create another super TV advertisement. I am confident Shaun will fuel the public’s imagination and inspire them to take a holiday in the UK this year,” said James Berresford, chief executive of VisitEngland. “This new campaign forms a key part of VisitEngland’s strategy to grow tourism in this country, supporting the government’s agenda for growth. We have had a fantastic response from the domestic travel trade, and I’m looking forward to working with our tour operator and retail partners to inspire Britons to visit their local travel agent and book a break at home this year.”