Biggest ever domestic tourism marketing campaign recognised with top industry accolade
2012-11-15 — /travelprnews.com/ — The Holidays at Home are GREAT campaign scooped best In-House Consumer Campaign at the Public Relations Consultants Association (PRCA) Awards on Tuesday night. The biggest ever domestic tourism marketing campaign beat off stiff competition from organisations such as John Lewis, Specsavers, London & Partners and the Co-operative Bank.
Launched in March this year, Holidays at Home are GREAT was designed to capitalise on the fantastic events of 2012 and inspire more Britons than ever before to take a break at home. VisitEngland worked with Government and the host nation tourist boards of Scotland, Wales and Northern Ireland, to produce a TV ad starring some of our best-loved actors. The ad promoted a website, www.great2012offers.com, which was packed with special offers provided by the tourism industry, offering 20.12% off or better on accommodation, attractions, meals out, holidays and more.
The PRCA is the professional body that represents UK PR consultancies, in-house communications teams, PR freelancers and individuals. The PRCA Awards showcase the best that the UK PR industry has to offer, celebrating the best work from both from agency and in-house. The Best Consumer Campaign award recognises every element of the PR activity around Holidays at Home are GREAT, including:
• The launch of the campaign to industry
• Promotion of the great2012offers.com website
• The launch event at the London Eye and accompanied media activity
• The promotion of offers through consumer press and social media
James Berresford, VisitEngland’s Chief Executive, commented:
“This award is a fantastic achievement. We know that the campaign has inspired more Brits to take a holiday at home and has so far generated over £100m in spend. This success could not have happened without the support of the tourism industry and the thousands of offers they submitted to the great2012offers.com website, so we share this win with them.”
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For more information
Sarah Long, Head of Corporate Communications Tel: 020 7578 1452, Mob: 07500555651, Email: sarah.long@visitengland.org www.visitengland.org
Emma White, Corporate Communications Executive Tel 020 7578 1471, Email: emmalucy.white@visitengland.org
About VisitEngland
• VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors
• Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on www.visitengland.org/insight-statistics
• For corporate information see www.visitengland.org, for consumer information see www.visitengland.com