A GREAT success: Wallace & Gromit take a break as Shaun the Sheep takes centre stage

Latest results reveal that the 2014 Holidays at Home are GREAT campaign, starring Aardman’s iconic animated characters Wallace & Gromit, generated £138 million in additional tourism spend in 2014 - exceeding the campaign’s £80 million target.

These figures show that over three years since 2012, the Holidays at Home are GREAT campaign - run in partnership with VisitScotland, VisitWales and the Northern Ireland Tourist Board - has now generated over half a billion (£520.6 million) in incremental spend for the domestic tourism industry and over two million domestic overnight holiday trips.

VisitEngland announced in February that a new £4 million ‘Holidays at Home are GREAT’ domestic marketing campaign will run this year to boost domestic tourism ahead of the holiday season. The campaign is now starring BAFTA winning Shaun the Sheep, who following his big screen debut will be taking over the baton for tourism in the UK following the success of Wallace & Gromit as Tourism Trailblazers for the past two campaigns.

The new campaign will feature Shaun going on holiday in destinations across the UK with his farmyard friends. Shaun the Sheep will also appear in a TV advertisement in the spring, encouraging consumers to book a holiday through their local travel agent.

VisitEngland Chief Executive James Berresford said: “It is fantastic news that last year’s Holidays at Home are GREAT campaign outperformed our own expectations and so dramatically increased tourism spend in England. Our new figures demonstrate the positive impact of these high-profile partnership marketing campaigns on domestic tourism. We look forward to working with our partners in the travel trade on this year’s superb campaign with Aardman’s Shaun the Sheep to continue supporting the industry to grow and prosper.”

Minister for Tourism Helen Grant said: “The Holidays at Home are GREAT campaigns really capture the imagination and help contribute to Britain’s strong and thriving tourism industry. This year’s timely campaign starring Shaun the Sheep is set to keep up that momentum, with the public and private sector working together to promote fantastic staycation breaks.”

High-street travel agents including Thomas Cook, Thomson, Advantage, Worldchoice, Barrhead Travel, Hays Travel, Bath Travel and Midcounties Cooperative will be participating in this year’s campaign to promote ‘baa-rilliant’ deals around the UK for the summer period. Also on board are operators, Great Rail Journeys, Superbreak, Hoseasons, Bourne Leisure, Shearings Holidays and Attraction World, all of which provide an outstanding level of service and knowledge when booking a UK break.

Last updated September 2015