Mon 5 Oct 20
A new UK-wide campaign to encourage people to take a domestic break during autumn and winter has been launched by the UK’s national tourism organisations.
The £5 million ‘Escape the Everyday’ campaign, which is a partnership between VisitEngland, VisitScotland, London & Partners, Tourism Northern Ireland, and Visit Wales, highlights the quality destinations, visitor attractions and experiences on offer across the UK’s cities, countryside and coast to boost tourism across the shoulder season and beyond.
The campaign kicked off in September 2020 with a short video and branded content across social media, digital display and ‘on demand’ television advertising.
The content also drives online ‘traffic’ to visitbritain.com/escape with ideas and links to information on autumn and winter activities and experiences across the nations and regions.
The campaign, which complements our ‘Only in Scotland’ campaign, is also calling for tourism businesses, visitor attractions and destinations across the UK to get involved.
VisitBritain’s latest domestic consumer sentiment research shows that only 19% of Brits surveyed anticipate taking an overnight domestic trip in the UK during September and October, and 21% between November and March.
The Escape the Everyday campaign, part of the UK Government’s GREAT Britain campaign, is expected to generate more than 200,000 additional domestic overnight holiday trips in the UK.
A free toolkit has been created to provide you with information and tools for how we can work together to build consumer confidence and inspire consumers on the thousands of ways they can Escape the Everyday on a short break in Scotland.
It offers marketing materials that destinations and tourism businesses can download, adapt and use to promote their local offer to boost tourism across the shoulder season and beyond on the themes of ‘Discovery’, ‘Freedom to Explore’ and ‘Treat Yourself.’
The toolkit includes information about the campaign with details of partnership opportunities.