About the Escape The Everyday campaign

The £5 million, UK-wide ‘Escape the Everyday’ campaign highlights the quality destinations, visitor attractions and experiences on offer across the UK’s cities, countryside and coast to boost tourism across the shoulder season and beyond.  

As the tourism delivery partner for the GREAT campaign, we are working in close partnership with the tourism organisations of London, Northern Ireland, Scotland and Wales to ensure that the campaign activity reflects the current guidance for each region/nation.

The campaign encourages people to escape the unique everyday and inspire consumers to book a short break across the UK by showcasing the breadth of experiences available for them to escape to, when safe to do so, showcasing our vibrant cities, breathtaking countryside and coastal locations that make the UK a brilliant place to explore. The content drives online ‘traffic’ to www.visitbritain.com/escape with ideas and links to information on activities and experiences across the nations and regions. 

Tourism businesses, visitor attractions and destinations across the UK can also get involved. Read on for more about assets you can use to share the message.


Compilation of ETE responsibly graphcsEscape The Everyday...responsibly

Launched for Step 2 of the Government's roadmap for reopening, Escape The Everyday....responsibly, encourages visitors who are just starting to venture out of lockdown from April 12, to "respect, protect and enjoy" the great outdoors. Tips include avoiding tourist hotspots and searching for hidden gems instead, being kind to staff and locals, following social distancing and COVID protection rules, and looking out for the We're Good to Go mark which shows businesses that adhere to the Government's health and hygiene guidelines.

Use our new logos, posters and new infographics to share the advice to your customers on your channels, on how to be a responsible traveller and make a positive impact on local communities. 


Escape The Everyday

Spanning print, broadcast, partnerships and digital activitiies, the overall Escape the Everyday campaign reassures consumers and builds their confidence to book travel across the nations and regions by tapping into their pent-up desire to escape and for freedom following months of lockdown.

A new toolkit has been produced for 2021 for use when lockdown eases in line with Step 3 of the Government roadmap (no earlier than May 17).

Access the campaign assets to prepare your channels for Step 3.


ETE at home logoEscape The Everyday at home

The "lockdown edition" of Escape The Everyday - Escape The Everyday at home -  is activated during during periods of lockdown when travel restrictions are in place. The campaign inspires visitors to discover and explore Britain from home, with a "support local" message to share content such as virtual attractions, to help keep Britain top of visitors' minds for when travel is possible again.