Called ‘Enjoy Every Minute, Enjoy England’, the marketing campaign follows research by VisitEngland showing that 56% of people feel stuck in the same routine and 66% say they do not make the best use of their free time.
According to VisitEngland, 55% of those polled said taking a lunch break helps them work more effectively in the afternoon.
The survey also found that 59% of Brits admitted they don’t use make the best use of their weekends.
The new TV advert features nine ‘vignettes’ demonstrating what can be done around England depending on how much time people have, with voiceovers by Helena Bonham Carter.
The ads highlight how the ‘holiday feeling’ associated with a traditional fortnight’s holiday can be replicated by simply taking a break – even just 15 minutes, a lunch hour, afternoon or weekend, the organisation claims.
Head of marketing at the new tourism agency Amanda Smyth said: ‘Our research shows that 82% of people feel better when they’ve been on a day trip, and 69% feel happier when they’ve got something to look forward to.
‘We want to help people plan their free time better and make the most of what England has to offer.’
She said the enjoyengland.com website offers 600 ‘great offers’ and inspiration for holidays.
Separately, VisitBritain has appointed interactive marketing and technology services firms Sapient Interactive to redesign, develop, host and manage its suite of 60+ websites, including enjoyengland.com and visitbritain.com.
VisitBritain aims to attract 30m unique visitors to its sites by 2011, double 2007 levels, partly to meet the demand ahead of the 2012 London Olympics.
See also:
Visits to UK fall despite weak pound (15/05/2009)
Domestic enquiries on the up (06/05/2009)
Industry task force kicks off (30/04/2009)
First chief executive for VisitEngland (01/04/2009)
63% of us plan an English holiday (27/03/2009)