Latest

Related

'Holiday at Home' campaign failing to make an impact

12th May 2012

Research shows over two thirds of Brits not affected at all by £3m advertising campaign

Research conducted by YouGov for prepaid currency card provider Caxton FX shows that the government’s multi million pound 'Holiday at Home' advertising campaign has had no effect on 67% of the people surveyed.

Over 2,000 adults were surveyed, of which 13% hadn't seen the campaign and one in 25 people were actually less likely to holiday in Britain after seeing it. This figure rose to one in ten people in Scotland. The campaign had the most positive effect in the north of England – a fifth of people in these regions are more likely to holiday in Britain following the campaign.

James Hickman, Managing Director of Caxton FX commented: “In spite of substantial investment, it seems that Brits are still committed to holidays abroad and with the pound currently very high against the euro, holidays abroad can offer good value; especially for those people who would prefer to avoid the Olympics this summer!"

Tourism and heritage minister John Penrose and James Beresford of VisitEngland defended the campaign to promote domestic tourism in the face of criticism at the ABTA Travel Matters conference last week. Penrose said the campaign was designed to mitigate an "imbalance" in the marketing investment for domestic tourism in favour of overseas tourism.

He continued: "We spend [...] between £100m and £150m, partly through taxpayer money and partly through industry investment, on the outbound market, but we have done nothing for the domestic market."

Have you seen the campaign? What do you think of it? Let us know...

More like this

Wales' 870-mile coastal path officially opens  | News ... More

Off for a seaside dip? Think again... | News ... More

Go now! Top 4 trips to take this month | Inspire me ... More

Jason Hawkes: Britain From Above  | Interviews ... More

6 places to celebrate St George's fiery past  | Lists ... More

You must be logged in to leave a comment. Login or get more from Wanderlust - register today!

 Your Comments (0)

MAKE IT HAPPEN

loading...
select
select
select
select
Departure date:
Open the calendar popup.
Return date:
Open the calendar popup.
Date flexibility:
Spin UpSpin Down
Search

Need some travel planning inspiration?

Simply select the destination you’re interested in or the activities you’re looking for and we’ll send your request to a select panel of tour operators.

Each operator will respond to your request individually. Your details remain private and are not disclosed to any partners unless you decide to proceed with a booking. Enjoy!

Search
Email

Wanderlust in your inbox

Wanderlust sends out regular email newsletters – be the first to know about web exclusives, competitions, hot offers and travel jobs. Register today!





I have read and agree to the Terms & Conditions

Submit