February 2010

Who we are In April 2009 we separated from VisitBritain to become England’s new national tourism board ‘VisitEngland’. It works under our consumer facing brand ‘Enjoy England’. What we do VisitEngland is the strategic leadership body representing the public and private sector stakeholders of English Tourism. VisitEngland works in partnership with VisitBritain, the Regional Development Agencies and local authorities, and the private sector Enjoy Every Minute campaign report

VisitEngland Marketing Domestic Marketing Responsible for delivering inspiring marketing campaigns into the U.K consumer market (emphasis on England). International Marketing Responsible for delivering VisitEngland branded campaigns into key markets such as France, Germany, the Netherlands & Spain. Public Relations Responsible for creating PR campaigns to get people talking about England in the press in national & international markets. Partnerships Responsible in engaging with commercial tourism organisations within England to present paid-for opportunities Enjoy Every Minute campaign report HOMEBACKNEXT

The Communications Strategy Our business challenge is that not enough trips are being taken in England because they ‘just don’t feel like holidays’ Our ambition is to affect how people use their free-time, and inspire them to get out and about in England. In the long term we can help people realise that you can get that ‘holiday feeling’! Our strategy is to inspire new holiday habits, and get England onto the ‘to go’ list. Browse – Search - Create 2009 Enjoy Every Minute campaign report

HOMEBACKNEXT TV & CINEMA ADVERTISINGOUTDOOR POSTER ADVERTISING NATIONAL PRESS SUPPLEMENTSONLINE ADVERTISING

Campaign Highlights Over 30 million people in the U.K were exposed to the Enjoy Every Minute campaign three times or more. After the summer wave of activity; 57% of people felt more likely to consider England for a day trip, and 53% for a short break, and 42% for a long trip. By November % of people exposed to the autumn wave of activity, felt more likely to consider England for a day trip in the future, 56% for a short break, and 49% for a long trip. For the first time ever Enjoy England has been our most popular search term in Google rather than non brand terms (i.e. ‘English tourism board’) Enjoy Every Minute campaign report HOMEBACKNEXT

2010 Plans 2009 Enjoy Every Minute campaign report HOMEBACKNEXT TV launches in April, (second burst will be Feb 2011) Outdoor poster advertising launches April through to May We have two press supplements launching in April with; New website launching in late August Partnership discussions with key partners to reinforce message

Contacts 2009 Enjoy Every Minute campaign report HOMEBACKNEXT Domestic Marketing: Public Relations: Partnerships: