LONDON—VisitEngland, England’s new tourism body, has appointed Trimedia U.K. to launch its new “Enjoy England” marketing campaign. The £3 million multimedia campaign, which includes television and print advertising, sets out to make Brits reconsider their free time—whether a lunch hour, afternoon or weekend—as an opportunity to take a trip in England.
The campaign has been built on insights gained from extensive research carried out by VisitEngland that highlights the challenges and opportunities for English tourism in the year ahead and also highlighted that the strength of the Euro is a barrier to overseas travel; 60 percent said that the exchange rate currently puts them off taking holidays and breaks abroad.
Trimedia UK has been awarded the six-month contract worth approximately £50,000 to launch the campaign after a three-way pitch. The team working on the campaign will be Daniel Cohen, director of consumer brands, Susan Hutchinson, senior consultant and Anna Foreman-Peck, consultant.
According to Amanda Smyth, VisitEngland’s head of marketing: “Strategically Trimedia was spot on as it showed it absolutely understood the thinking behind our campaign and its creative approach perfectly aligned itself to the huge amount of work we have already undertaken.”