New Peppa Pig campign to encourage families to holiday in the UK
6th February 2020
VisitEngland has launched a new digital campaign inspired by Peppa Pig to promote family friendly experiences across the UK to get more families to take short breaks at home.
Working with eOne, the brand owners of Peppa Pig, the campaign aims to inspire families using the animated show to help them plan their next adventures in England.
Together, they have created an online hub on the VisitEngland website which features 25 experience for preschool children and their families inspired by the adventures that Peppa and her brother George have on the show. Families are invited to watch clips from the show and download activities sheets and lists to help them follow in Peppa’s footsteps. The hub is being promoted across VisitEngland’s digital channels.
Statistics have shown that the family market represents about a third of the potential domestic tourism market in England and families with pre school children have the freedom to travel throughout the year. It is hoped that targeting this audience can spread tourism’s economic benefits across all seasons, including off peak.
Clare Mullin, VisitEngland’s Marketing Director, said: “We want to inspire young families to follow in the footsteps of their favourite character and go on fun-filled year round adventures across England. From getting outdoors to jumping in muddy puddles in thousand year old forests to singing along to favourite songs and camping under the stars at their first music festival, there are amazing family friendly experiences right across the country.
“Capturing the imagination of Peppa Pig loving pre-school families encouraging them to discover England and make long-lasting memories, harnesses their enthusiasm for taking a break at home, boosting regional tourism and building an emotional connection to exploring their own backyard now and in the future.”
According to the latest VisitEngland research, spending quality time with family and friends was cited as the main reason for taking a break in the UK among the pre-school family audience, with family attractions, getting outdoors and going to the beach scoring highly among favourite activities. It was found that in 2018, British families took 15.3 million domestic breaks in England and spent around £3.4 billion. Tourism is said to be worth £127 billion annually to the UK economy, creating jobs and boosting economic growth across its nations and regions. It is hope that this campaign, which will receive additional promotion throughout February, will generate more than 225,000 additional overnight stays in England from families in 2020 which is expected to add a £16.5 million boost to the economy.
Rebecca Harvey, EVP Global Marketing at Family and Brands for eOne, said: “Peppa Pig celebrates the simple pleasures of family life and that theme is central to our campaign with VisitEngland. We’re absolutely delighted to be partnering with them on an initative that will harness the brand’s popularity to boost tourism in England. We look forward to seeing families enjoying days at the beach, visiting castles, flying kites and of course, jumping in muddy puddles, just like Peppa and her family!”