14 January 2008
A new campaign launches today (14 January) to further encourage the one in five of us who incorporate cultural experiences into our holidays in England.
A new campaign launches today (14 January) to further encourage the one in five of us who incorporate cultural experiences into our holidays in England. Culture08, from the England Marketing team at VisitBritain showcases the wealth of cultural attractions, destinations, events and experiences that England can provide and aims to inspire Britons and make them feel a part of the celebrations.
2008 marks Liverpool’s position as European Capital of Culture, welcoming nearly two million additional visitors to enjoy a calendar of over 300 events throughout the year. It is also the year that London takes the torch from Beijing as host city for the 2012 Olympic Games and Paralympic Games and Britain, as host nation, begins a four-year, nationwide Cultural Olympiad. Both ‘high’ and contemporary culture are important elements of this country’s appeal as a destination. 63% of potential visitors would be “very likely” to visit galleries or museums, 49% to go to live music concerts or events and 37% to go to the theatre, opera or ballet.
With these events unlikely to happen again for several decades, the year long £250,000 Enjoy England Culture08 campaign will showcase a range of popular and quirky events that England has to offer and promote cultural tourism to the British. Itis launched in partnership with England’s Northwest, where a unique programme of events tocelebrate’08 is already underway.
Laurence Bresh, VisitBritain’s England Marketing General Manager, said: “From world-renowned museums and galleries, arts festivals and music events to theatre and performance, innovative architecture and different communities, England has one of the most vibrant and diverse cultural scenes in the world. This is our opportunity to shine the spotlight on the wealth of exciting events that are taking place throughout England throughout the year. We want to encourage our visitors to create their own cultural calendar of events, exhibitions, shows and scenes, and get out and about enjoying short breaks in their own country.”
Peter Mearns, Executive Director of Marketing at the Northwest Regional Development Agency (NWDA), said:“This year is hugely important for England’s Northwest. With Liverpool’s reign as European Capital of Culture now underway, it is critical that we seize this once-in-a-lifetime opportunity to showcase the fantastic cultural offering that we have across the Northwest. The NWDA is working with our partners in the region on a unique programme of events to ensure that the legacy of 2008 is felt across the whole of the region. With the range and scale of events on offer during Capital of Culture year, there will never be a better time to visit the region.”
When Britons were asked what is theirpreferredtype of holiday,22% said cultural and 19% said event (musicals, festivals, sport events).When asked what activities they take part in while on holiday,35% said museums, 20% said architectural visits, 22% said concerts, 19% said theatre, 16% said festivals and 5% said ballet/opera.
Consumers will be encouraged to visit an engaging and interactive website www.enjoyengland.com/culture, including cultural themes, competitions and links. A search facility allows users to search by Region, Theme, Event and Date – and incorporates an option to search geographically and interact with Google maps. Selected events can be incorporated into the users own personal travel planner – providing a step by step cultural travel itinerary for the users next holiday or day out.
- “England - Celebrate it” showcases the festivals and spectaculars throughout 2008 such as theBuxton International Festival in Derbyshireand the Manchester Literature festival.
- “England - See it” informs users about architecture, antiques and famous collections in museums and galleries and exhibitions taking place as a result of this special cultural year such as the Tatton Park Biennial, art installations at the Arnolfini in Bristol and new Firstsite arts centre in Colchester.
- “England - Hear it” lists music festivals, events and concerts, including the Liverpool Sound concert and Aldeburgh Festival of Music and Arts.
- “England - Know it” encourages tourists to reacquaint themselves with the iconic events and landmarks England is world known for such as Wimbledon, Angel Day at Angel of the North and Stratford’s Banbury Run.
- “England - Watch it” promotes theatre, dance and sports events taking place throughout 2008 such as the London BFI Film Festival, the Broadstairs Dickens festival and the English sporting calendar.
- “England - Experience it” showcases the weird and wonderful eccentricities that England is known for such as snail racing in Norfolk and cheese rolling in Gloucestershire.
Enjoy England Culture08 will be promoted through a national newspaper promotion and supplement, online marketing, advertising in niche publications, direct mail and public relations.
For further information, please contact:
SianBrenchley, Corporate Senior Press Officer on 020 8563 3220; mob: 07971 497047
Notes to Editors
· VisitBritain is responsible for promoting Britain as a world class tourist destination and for developing England's visitor economy through Enjoy England campaigns and initiatives.
· UKresidents took 101 million trips, spending £16.2 billion in England in 2006.Since its launch in 2003, Enjoy England has been responsible for £450m of incremental spend on short breaks in England. In addition to national TV advertising campaignsto inspire British visitorsto share their secrets of England, the current portfolio of campaigns focuses on city breaks, outdoor activities, food and drink and indulgent escapes. Enjoy England also markets England in France, Germany, Ireland and the Netherlands.
· Visit the England press centre at www.enjoyengland.com/presscentre.