Skift Take

VisitEngland used humans to argue in favor of staycations last summer and were roundly criticized by agents and out-bound tourism operators. This year's reliance on lovable claymation stars and its inclusion of agents in its pitch will likely soften the blow this time around.

The new VisitEngland £4m (AU$5.9 million) tourism advertising campaign premiering next month will feature claymation icons Wallace and Gromit, and not humans Stephen Fry and Julie Walters.

The government-funded campaign, titled ‘Great Adventure’, aims to inspire Britons to book a holiday through their local travel agent.

Looking to promote domestic holiday packages around Britain, the campaign wants to keep its residents within the borders, and stop them from travelling abroad so much.

Tags: england, marketing, uk

Photo credit: British cartoon characters Wallace and Gromit are a point of pride for Britons and hoped to spur travel within England. VisitEngland