VisitEngland and Lastminute.com have teamed up to give domestic tourism a push as the country prepares for the royal wedding, the queen’s Diamond Jubilee and the London Olympics.
The tourist board and the online travel agent will attempt to persuade Britons to holiday in England this year.
February 28 will see the launch of a targeted joint marketing campaign online and off, focusing on showcasing all that England has to offer.
The “no passport required” campaign will urge Brits to try weekend breaks, country retreats and trips to London.
VisitEngland’s content will be hosted on the Lastminute web site, highlighting the coming big events and suggesting trip ideas.
UK managing director of Lastminute.com Mark Maddock said: “2011 is set to be a really exciting year for Britain. Indeed our recent Holidays Unpacked travel report found that almost a third (29%) of Britons plan to holiday in the UK this year, proving that the staycation trend is here to stay.
“At Lastminute.com, we have the products, expertise and passion to play a pivotal part in helping Brits to make the most of the exciting events and happenings in the country this year. Together with VisitEngland, we aim to inspire people to get out there and explore whether it’s with a chic city break, a rural retreat, a West End show, a fine dining experience or a great day out.”
VisitEngland’s chief executive James Berresford added: “There’s nowhere finer for a short break than England. We are proud to team up with Lastminute.com to inspire the British travelling public to take a holiday at home. Together we are creating an offer that will be difficult to refuse. Exciting attractions, quality accommodation, and fantastic summertime events and festivals coupled with a great deal – there’s really no excuse to leave the country.”
by Dinah Hatch
