Campaign launched to back Burnley and beyond's tourism
Burnley MP Antony Higginbotham is backing the £5m. ‘Escape the Everyday’ campaign that highlights the quality destinations, visitor attractions and experiences on offer in Burnley and across the UK.
The campaign, delivered in partnership between VisitEngland, London & Partners, VisitScotland, Visit Wales and Tourism Northern Ireland, kicks off this month with a short video and branded content across social media, digital display and ‘on demand’ television advertising.
The content also drives online ‘traffic’ to www.visitbritain.com/escape with ideas and links to information on autumn and winter activities and experiences across the nations and regions.
Antony is also calling for tourism businesses, visitor attractions and destinations in Burnley and Padiham to get involved.
He said: “The North West welcomed over 3.4 million visitors in 2019, with a total spend in the region of £1.6 billion. We’ve some amazing places to visit and here in Burnley and Padiham it is no different. Whether it’s the historic Towneley Hall, with its beautiful park, Gawthorpe Hall or the Singing Ringing Tree, people visit from far and wide.
"And that’s not all. We’ve fantastic places to stay. Places like the new Crow Wood Hotel and Spa, the Lawrence in Padiham or the newly renovated Brun Lea Hotel in the centre of Burnley. I’d encourage all businesses to take part in this new UK-wide domestic tourism campaign as we recover from the effects of coronavirus."
Businesses can download a free Escape the Everyday campaign toolkit with marketing materials that destinations and tourism businesses across the UK can download, adapt and use to promote their local offer to boost tourism across the shoulder season and beyond on the themes of ‘discovery’, ‘freedom to explore’ and ‘treat yourself.’
The toolkit includes information about the campaign with details of partnership opportunities.
The ‘We’re Good To Go’ industry standard and consumer mark launched by VisitEngland in partnership with Tourism Northern Ireland, VisitScotland and Visit Wales, is also supporting visitors to book a break with confidence, reassuring travellers that tourism businesses are following official guidelines in their respective nations to welcome them back safely.
More than 36,000 businesses across the UK have signed up to ‘We’re Good To Go’ since its launch, giving customers, staff and local residents confidence and reassurance that the correct procedures are in place.
VisitBritain has forecast a 49% decline in domestic tourism spending in Britain this year equalling a £44.9 billion loss to the economy. Inbound tourism spending is forecast to drop 79% equalling a £24.0 billion loss.
The Escape the Everyday campaign, part of the UK Government’s GREAT Britain and Northern Ireland campaign, is expected to generate more than 200,000 additional domestic overnight holiday trips in the UK.