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According to a new survey by YouGov, the advertising campaign has done little to alter the travel plans of more than two thirds of the country. The campaign, which features Stephen Fry in London, and Harry Potter star Rupert Grint in Bridlington, cost an estimated £4 million to make.
The survey of more than 2,000 people asked if the campaign made them ‘more or less likely to take a summer holiday in the Britain this year.’ A massive 67% of respondents claimed that it had made no difference. Only 13% of those surveyed said that the campaign was effective, and would make them more likely to stay in their home country this year.
Figures show that those in the north east and north west of England were most likely to stay in the country for their holidays as a result of the campaign, which broadcast for the first time in March. The advert was heavily criticised by the Association of British Travel Agents (ABTA) yet was supported by the Wales, Scotland and Northern Ireland tourist boards.
While the majority of respondents were indifferent to the British tourism campaign, 4% claim that the advertisement would actually deter them from taking their holidays in Britain. While it’s too soon to say how many bookings have been made as a direct result of the campaign, we can say that the recent research into how the campaign has been received is, on the whole, very positive,” James Berresford, chief executive of VisitEngland, told the Telegraph.
“This is an unprecedented year and marks a huge opportunity to boost domestic tourism. I am confident the advertising campaign will help to inspire UK residents to discover the destination on their doorstep and take a break in this country this year and in the future.” If you are considering heading overseas this year for your holiday, it is a good idea to take out travel insurance before you leave.
Date Created: 01/06/2012