It has been said that we've explored almost as little of our own seas as we have of the great unknown void of outer space, and much the same can be said of our own country. Whilst many enthusiastic holiday goers jet off to warmer pastures every Summer, they neglect to understand that there is a world of possibilities laying in wait right on their doorsteps. “Home or abroad” is a question that gets asked less and less in the 21st century, where a cheap flight to Spain costs barely any more than a train to Skegness. But in leaving behind the old fashioned, homegrown holidays of yore we've surely lost sight of our innate “Britishness?” That almost indefinable spark that keeps us so humble, eager to please and unique in the face of global homogenisation.
“This campaign reminds people that there is no better place to experience incredible moments than on a holiday break in Britain”
British holidays are not the drab experiences they once were either, in fact there are hundreds of destinations across the UK that can offer activities, experiences and potential memories that you would never be able to find on the Costa Del Sol, and RKCR/Y&R have created a campaign that runs this point home with gusto. The campaign, for VisitEngland, has been designed to tantalise UK citizens in the run-up to May half-term and the upcoming summer holiday season. It's the largest ever domestic campaign for the company, and aims to promote amazing moments that can only be experienced on a trip across Great Britain and Northern Ireland. The four-week #OMGB “Home of Amazing Moments” TV, digital and print campaign, part of the UK Government’s GREAT Britain campaign, uses film and images of authentic experiences and activities shot on locations across the UK to inspire people to take a short-break at home.
It's the fifth year that VisitEngland has run a campaign to boost domestic tourism and get people out exploring the UK, with former promotions featuring Wallace & Gromit, Shaun the Sheep, as well as celebrities. As in previous years, the campaign is run in partnership with the national tourism organisations of Scotland, Wales and Northern Ireland and tourism businesses across the UK. By showcasing amazing experiences across the UK, the campaign also wants to inspire people to share images of their own amazing moments on social media using the hashtag #OMGB, some of which will be shared across VisitEngland and VisitBritain’s Twitter, Instagram or Facebook platforms.
“By showing the sheer diversity of activities right here on our doorstep we want to inspire people to book a trip right now to discover their own amazing moments”
VisitEngland/VisitBritain Chief Executive Sally Balcombe, said: “By showing the sheer diversity of activities right here on our doorstep we want to inspire people to book a trip right now to discover their own amazing moments, driving growth in tourism across our nations and regions and spreading its economic benefits across the UK.” RKCR/Y&R CEO Jon Sharpe, added: “It’s too easy to forget that we have this wealth of amazing tourism destinations, right on our doorstep. The awe-inspiring stills and video footage in this content-driven campaign reminds people that there is no better place to experience incredible moments, or capture wonderful memories to share, than on a holiday break in Britain.”
This is RKCR/Y&R’s first piece of work for VisitEngland since formalising the relationship at the beginning of the year. The £2.5 million “Home of Amazing Moments” campaign is expected to generate more than 1.3 million additional overnight stays in 2016 with a £100 million boost to the UK economy. It is part of the wider, global #OMGB campaign to attract more tourists to the UK. Travel offers and deals for UK breaks to tie in with the campaign, and competitions, will be available on the bespoke Home of Amazing website. It's a great campaign, and it arrives at a time when UK holidays are ok a bit of an upward trend. Latest figures show that in 2015 there were 124 million overnight trips recorded across Great Britain, an increase of 9% on 2014 with £25 billion spent, up 9% year-on-year. Tourism is actually now Britain’s seventh largest export industry and third largest service sector, worth more than £126 billion to the UK economy. I know, I was shocked too!
#OMGB: Home of Amazing Moments
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster who hasn't holidayed in the UK for a good few years now. Maybe its about time he rectified that?
