I want to bring you up to speed with progress on the development and delivery of the “20.12% off” UK domestic campaign. This is the first ever pan-national marketing campaign designed to encourage more Brits to holiday at home and the VisitEngland team is working to ensure it is a campaign that the whole industry can benefit from. 2012 is an exciting year for the UK, and a great opportunity to showcase our tourism industry. VisitEngland is asking operators to give our visitors another reason to stay in the UK by encouraging the tourism industry to offer 20.12% off, or the equivalent or an even better value offer.
That means 20.12% off or better on hotel stays, meals, and other visitor experiences. Offers and deals like three nights for the price of two at hotels, or two-for-one entry if at attractions. We also want to feature added-value offers, where the customer pays the usual price but receives something extra for example a free lunch or a special meal for £20.12, a guided city tour, or a free pampering spa add-on.
The “Holidays at home are GREAT” campaign will be the biggest ever domestic marketing campaign launched in the UK. VisitEngland is inviting industry to submit special offers showing visitors that 2012 is going to be a truly exciting year to be in the UK. All these offers will then be displayed together on the campaign website, to create a ‘one-stop shop’ where visitors can browse and select the offers they like best. On choosing an offer, browsers are taken to the offer supplier’s site to book and buy. It will always be the responsibility of the participating supplier to create and apply terms and conditions to each offer. Once an offer is taken up by a customer, the contract will be between the customer and the supplier.
As you know this campaign has been championed by our Secretary of State, Jeremy Hunt, who I have had the pleasure of accompanying during his “tourism road show” around the country. The offer submissions form is now live and later today the Secretary of State will be issuing a personal invitation to participate in the campaign to the 50,000 operators registered on the VisitEngland database.