The British national tourist board VisitEngland has tapped the Aardman characters Wallace & Gromit as its newest “tourism trailblazers” in a new campaign designed to encourage Britons to travel locally.
The £4 million campaign, led by VisitEngland and supported by the tourist boards of Scotland, Wales and Northern Ireland, will see Wallace & Gromit take to the road to explore the country.
The duo will make their first appearance in a TV advertisement, set to debut May 12.
“Wallace & Gromit are bound to grab people’s attention and will be great ambassadors for holidays at home,” says James Berresford, chief executive, VisitEngland. “They are a quintessentially English double-act with universal appeal at home and abroad, and I’m sure will have an adventurous time discovering all this country has to offer. “We hope this ad, which I think breaks the mold of cliché tourism ads, will capture the imagination of Britons to inspire them to visit their local travel agent and book a break at home this year.”
The campaign is the second part of the Holidays at Home are Great pan-U.K. strategy designed to boost domestic tourism.
“Leisure time has always been very important to Wallace & Gromit, so it’s great to see them making this holiday choice,” says Nick Park, creator and director, Wallace & Gromit, Aardman. “A nice cup of tea and some tasty local cheese is always a favorite, so they won’t be disappointed with their holiday in the U.K.”