This May (in line with Step 3 of the Government's plan for reopening, no earlier than 17 May) we will roll out the next phase of Escape the Everyday, our demand-building consumer campaign first launched in autumn 2020.
Our multimedia campaign encourages people to escape the unique everyday that we have experienced over the last year. It will inspire consumers to book a short break across the UK by showcasing the breadth of experiences available for them to escape to and reassures and builds 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.
We are delighted to be able to offer you the opportunity to be part of this multi-million pound domestic marketing campaign.
We know what a tough time it has been and continues to be for many businesses; we want to work in partnership with you to ensure that tourism rebounds to once again become one of the most successful sectors of the economy. We have a great story to tell visitors and by joining behind a collective message we will be able to ensure the greatest impact and deliver real results.
The campaign has been developed to be flexible and adaptable for different channels and content in order to share a joint and consistent message to the consumer, so whatever the size of your business, there are a number of ways to get involved. We’ve set an ambitious target to generate an additional 224,000 domestic trips in the UK, and to work in partnership to bring additional value to support the campaign. Whatever your size of business – large or small – there are ways to get involved. Come join us in our national campaign, Escape the Everyday.
Ways to get involved in the Escape the Everyday campaign:
Download the free campaign toolkit
Building on the success of our toolkit last year, we have updated the assets for the next phase of our campaign and provided some great examples about how your business or destination can get involved, including updates to the consumer call to action, need states and messaging. The toolkit includes:
- More details on the Escape the Everyday campaign
- Key messages to share with your audiences across your consumer marketing channels
- Marketing assets for you to download, with guidance on how to use these in your own marketing activity and on your channels
Share your news and stories
Submit your news and stories linked to our campaign themes for consideration. These free opportunities will give your business or destination potential exposure across our consumer PR, social and web channels.
We’re particularly interested in hearing about:
- Major openings and launches (i.e. hotels, accommodation, attractions, exhibitions, restaurants etc.)
- 2021 key anniversaries
- Brand new tours / trails / bookable packages
- Notable summer events
- Any film / TV tie-ins (e.g. has a new film / TV show been shot in your destination – can the public visit the location?)
News stories will be considered for media pitching and to feature in our social and website content.
Please send your news and content suggestions to firstname.lastname@example.org. We may not be able to reply to everyone, but if you send us your news we will be regularly managing the inbox and considering your stories for potential use in our consumer marketing activity for spring/summer 2021. Please provide a brief paragraph on the experience with a web link to your destination / business website and indicate if you have rights-cleared assets (images and videos) that would be available for us to use.
This summer we won’t be carrying out any individual paid/non-paid co-op partner campaigns, however if you think your own paid marketing activity can align to the ETE domestic campaign please get in touch at email@example.com for further discussion. We’d be happy to share media plans with you and see how we can align.
Research and other useful links
- Explore domestic overnight and day visitor data or take a look at our Research A-Z, which lists our research alphabetically by research topic. You can also take a look at our research timetable to find out when the next set of results will be release.
- Make sure you are subscribed to VisitBritain/VisitEngland's bi-weekly industry e-newsletter for updates on how to get involved.
- Share your tips and photos by tagging #EscapetheEveryday on social media.
Escape the Everyday... responsibly
As tourism begins to open up across England in line with Step 2 of the Government roadmap, we’re encouraging responsible travel that makes a positive impact on local communities and invite you to join us in communicating an “Escape the Everyday Responsibly” message.
We wish to land the following key messages for responsible travel:
- Plan and book ahead. If your plans change, remember to cancel in good time so your table or room doesn’t go to waste.
- Respect, protect and enjoy nature and the great outdoors.
- Avoid tourist hotspots and check out England’s hidden gems instead.
- Be kind to staff and locals, and support local independent businesses where you can.
- Follow social distancing rules, wash your hands regularly and wear face coverings where necessary.
- Look out for the We’re Good to Go mark – it shows businesses that are operating in line with government COVID guidance.
From 12 April, we will be sharing this messaging across our channels and there are a number of ways you can get involved which include:
- Download the ‘Escape the Everyday… responsibly’ lock up (ZIP, 6.75MB) and applying to your creative
- Download six ‘Escape the Everyday… responsibly’ infographics (ZIP, 3.06MB) and sharing on your social channels
- Download an A4 ‘Escape the Everyday… responsibly’ infographic with all messages included and including on your website. There are two options provided, one with the VisitEngland logo and website (PDF, 995MB) at the bottom of the page, and one with an option for you to include your own website url and logo (PDF, 990MB).
- Integrating the six key messages outlined in your content and on your channels.
You can also access the ‘Know Before You Go’ toolkit and download the branding to use on your creative if you require a more immediate and direct message.
The rail industry is following government guidance and taking steps to ensure the safe and continued running of the railway. National Rail ask businesses to encourage employees and customers to follow the recommended travel guidance. You can view their advice for businesses webpage and download their ‘Advice for Businesses' PDF booklet.