VisitBritain has launched a new marketing intiative on the London Underground as part of its £2.9m Enjoy England campaign.
Beginning on 20 June, digital escalator panels featuring Enjoy England and Outdoor England creatives were installed at Tottenham Court Road underground station. VisitBritain is the first tourist board to use the panels.
A further £1m will be invested in branding to raise England’s profile as a destination. The investment will include outdoor advertising aimed at consumers in places such as on train platforms and in the back of taxis.
A Great Ideas mini-guide has also just been launched to reward subscribers to the Enjoy England newsletter, which is emailed to 150,000 people. The first of four, quarterly booklets, Summer Sizzlers was published in late June.
In addition, the first Enjoy England international marketing campaign is due to be launched in early autumn. Marketing group Fox Kalomaski has been appointed to develop a number of advertising campaigns targeting France, the Netherlands, Germany and Ireland. Details: www.visitbritain.com