VisitEngland has this week launched a digital campaign to promote family-friendly experiences in a bid to get more families with young children to take short breaks in England.
Working with eOne, brand owners of the award-winning British children’s animated television series Peppa Pig, the campaign aims to inspire young families to plan their next adventure in England.
VisitEngland has created a Peppa Pig inspired online hub on its website featuring 25 experiences for pre-schoolers and their families, all inspired by the adventures Peppa has in the show. The hub is being promoted across VisitEngland’s digital channels to drive online traffic. Once on VisitEngland’s microsite young fans can view clips from the show by clicking on a Peppa Pig style map on the site. A children’s activity sheet and tick list are available to download to help them follow in Peppa’s footsteps.
Statistics show that the family market represents about a third of the potential domestic tourism market in England. With the pre-school family segment free to travel through the shoulder season, it is hoped that targeting this audience can spread tourism’s economic benefits across more of the year including off-peak.
VisitEngland Director Clare Mullin said:
“We want to inspire young families to follow in the footsteps of their favourite character and go on fun filled year-round adventures across England. From getting outdoors to jump in muddy puddles in thousand-year-old forests, to singing along to favourite songs and camping under the stars at their first music festival, there are amazing family-friendly experiences right across the country.
“Capturing the imagination of Peppa Pig loving pre-school families encouraging them to discover England and make long-lasting memories, harnesses their enthusiasm for taking a break at home boosting regional tourism and building an emotional connection to exploring their own backyard now and in the future.”
eOne’s Rebecca Harvey, EVP Global Marketing at Family & Brands said:
“Peppa Pig celebrates the simple pleasures of family life and that theme is central to our campaign with VisitEngland. We’re absolutely delighted to be partnering with them on an initiative that will harness the brand’s popularity to boost tourism in England. We look forward to seeing families enjoying days at the beach, visiting castles, flying kites and, of course, jumping in muddy puddles just like Peppa and her family!”
Working with Global, owners of Heart FM radio, VisitEngland is also promoting the campaign through a national radio competition voiced by ‘Peppa Pig’ and ‘her family.’
In 2018, British families took 15.3 million domestic breaks in England spending £3.4 billion. According to the latest VisitEngland research spending quality time with family and friends was cited as the main reason for taking a UK break amongst this audience, with family attractions, getting outdoors and going to the beach scoring highly amongst favourite activities.
The £650,000 campaign is expected to generate more than 225,000 additional overnight stays in England from families in 2020 adding a £16.5 million boost to the economy.
Tourism is worth £127 billion annually to the UK economy, creating jobs and boosting economic growth across its nations and region.