Steve Reeves directs Visit England campaign

Following the account win in 2011, M&C Saatchi has created a new TV campaign - ‘Holidays at home are GREAT’ aimed at boosting domestic tourism throughout the UK during this exciting year.  Led by VisitEngland - the national tourist board, and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland, the campaign is worth £5m and features national treasures Stephen Fry, Julie Walters and acclaimed actors Rupert Grint and Michelle Dockery. 

 

Supported by Jeremy Hunt, Secretary of State for Culture, Olympics, Media and Sport, the campaign highlights the unique sporting and cultural initiatives scheduled during 2012, including the Torch Relay, Queen’s Diamond Jubilee and the Olympics. Targeted at UK residents, M&C Saatchi has positioned England as ‘the place to be’ in 2012, hence its tagline: ‘No wonder holidays at home are so great.’

Secretary of State, Jeremy Hunt said: 

 

“2012 is going to be a year like no other in our history with the Diamond Jubilee celebrations and the Olympics. With so much going on, this is the perfect time to leave the passports where they are and holiday in the UK instead. The 20.12% campaign has got thousands of fantastic offers to make holidaying at home affordable this year and the advert really does show off what’s great about the UK.”

 

Scheduled to launch on National TV on 8 March, the agency has created an ad featuring a 90”, a 60” and 3 x 40” spots to run across networks such as ITV, Sky and Five. In a patriotic style, the ad shows the four iconic actors taking the audience on an energetic yet elegant tour of the UK’s most treasured places - from London to the Giant’s Causeway through to the Cotswolds, Anglesey, the Lake District, Tate Liverpool, Bridlington and Loch Awe. 

 

The TV execution will drive viewers to a new website www.great2012offers.com highlighting a  number of deals worth at least ‘20.12%’ off. Special offers include accommodation, attractions, transport and events

 

M&C Saatchi has created a number of additional destination TV ads which are scheduled to break throughout March, April and May. Featuring places such as, Skegness, Liverpool, Yorkshire, and Blackpool and will run as part of the ‘Holidays at home are GREAT’ campaign. 

 

Alex Mawer, Marketing Director at Visit England, said: “The next decade offers the UK tourism industry some significant opportunities. Our aim is to boost UK tourism growth both now and in the long term. We want to emphasise that these are once-in-a-lifetime events which is why now is the perfect time to take a holiday at home and discover the destination on your doorstep.” 

 

Aneil Bedi, Director of M&C Saatchi, added: “This campaign is intended to remind everyone what a fantastic place Britain is and 2012 of all years is the time to stay here and enjoy it.”

Credits: 

Title/Project: Holidays at home are GREAT.

Brief: To persuade us Brits to holiday in the UK in 2012 

Agency: M&C Saatchi

Agency contact: Alice McEvoy / Aneil Bedi

Agency contact job title: Alice McEvoy, Group Account Director, Aneil Bedi, Director

Client name: Alex Mawer

Client job title: Marketing Director, Visit England

Copywriter: Jerry Gallaher

Art director: Clive Yaxley 

Media agency: M4C

Production company: Another Film Company

Director: Steve Reeves

Exposure (media channels): TV, cinema

 

Click the link to view the commercial https://vimeo.com/38228945