Our GREAT story so far - domestic

In 2012, with backing from the Government, VisitEngland and the host nation tourist boards of Scotland, Wales, Northern Ireland and London, started running the biggest-ever domestic marketing campaign to date. The campaign called Holidays at Home are GREAT was designed to encourage Brits to take more domestic short breaks and holidays.

Over the past four years, the campaign has featured top stars of stage, screen and animation. Key components include a high-profile TV advert designed to inspire consumers, a website providing offers and discounts, and supporting resources and materials for industry and travel trade. Find out about our celeb-packed campaigns below.

Our GREAT story started in 2012 with four of our best-loved actors

Michelle Dockery, Julie Walters, Stephen Fry and Rupert Grint

Launched in 2012, our inaugural Holidays at Home are GREAT! campaign was designed to boost the numbers of Brits visiting English destinations and showcase the wide range of experiences to be had in this country and the exceptional value they presented in the special year of the London 2012 Olympic and Paralympic Games. 

The initial campaign involved a TV advertising campaign fronted by four of our best-loved actors - Stephen Fry, Julie Walters, Rupert Grint and Michelle Dockery. The ad featured the themes of coast, countryside and city, with a call to action to visit a specially designed website portal for the campaign. The website featured special deals from our industry partners including 20.12% off and other great offers and linked directly through to individual businesses’ websites for further information and to book directly with the provider. It also featured the opportunities available throughout the nation under the London 2012 Festival programme, the Torch Relay and the Queen’s Diamond Jubilee programme.

View more photos from the campaign on Flickr and watch the TV advert below.





View our "Behind the scenes" special featuring interviews with the stars on our YouTube channel.

Tourism Trailblazers, Wallace and Gromit, went on a "Great Adventure" in 2013/14

Wallace & Gromit campaign images

(All Wallace & Gromit imagery are copyright (c) Aardman Animations).

To launch the second Holidays at Home are GREAT campaign, the "Great Adventure", intrepid duo, Wallace and Gromit, went on a road trip to explore the country and discover the best of the UK (including some top spots for elite cheese tasting). 

The £4m integrated campaign was designed to boost domestic tourism, generate £80m in additional tourism spend and over a million overnight stays by inspiring Britons to book a holiday through their local travel agent. High street travel agents and operators across the country worked with VisitEngland to compile exciting British holiday packages for Wallace and Gromit and their customers. Supporting operators and agents included TUI, Thomas Cook, Advantage, The Travel Network, Mid Counties Coop, Attraction World, Superbreak, Hoseasons, Bourne Leisure (Butlins, Warners and Haven) and Shearings Holidays. 

The ad ran for six to eight weeks and was seen on primary audio-visual channels of TV, Cinema and Video on Demand. It also featured in Out of Home and Online Digital environments with the main media focus from 12 May -17 June. This was followed by further PR and travel trade activity lasting six months until September 2013. The campaign partnership with Aardman Animations continued in 2014.  

Watch the 2013 Campaign video below:




View the 2014 ad and "The making of" video on our Youtube channel. 

Shaun the Sheep and his flock of friends have a BAAAAARRRIIIILLLIIIANT time exploring the UK in 2015

Shaun the Sheep campaign images

(All Shaun the Sheep imagery are copyright (c) Aardman Animations).

Aardman Animation's beloved Shaun the Sheep and his flock of friends escaped the farm to travel the UK visiting sensational sights and indulging in exciting activities in the 2015 Holidays at Home are GREAT campaign. 

As with previous years, the campaign was designed to boost domestic tourism by five per cent versus the previous year, generate £80m in additional tourism spend in 2015 and over a million overnight stays by inspiring Britons to book a domestic holiday through their local travel agent. 

Tour operators put together an exciting variety of British holiday packages for the whole population to enjoy which featured on the website HolidaysatHomeareGreat.com where consumers not only discovered their favourite destination on the site, butcould also find their local store using the simple travel agent postcode finder. Supporting operators and agents include TUI, Thomas Cook, Shearings Holidays, Advantage WorldChoice, Premier Holidays, The Travel Network, Mid-Counties Coop, Attraction World, Superbreak, Hoseasons, Great Rail Journeys, Bourne Leisure (Butlins, Warners and Haven), Hays Travel and Bath Travel and Barrhead Travel. 

The trade campaign was promoted to travel agents from 1 April 2015 and the website launched on 4 April offering packages for sale throughout the year. The advertising campaign ran for two months starting from the 12 April 2015 and was shown on TV, cinema and Video on Demand. TV spots were secured in various prime spots including during Coronation Street reaching 13m adults. Posters featured on the rail and tube networks in London and the South East, as well as on rich media digital banners. A #ShaunSelfie campaign on Instagram also produced lots of inspirational imagery from around England. This was followed by further PR and travel trade activity until September 2015.

View the TV ad below: 




Watch Aardman Animations' the "Making of" video on our YouTube channel.




Showcasing the amazing moments on offer in Britain with #OMGB

#OMGB domestic campaign artworkThis year, our Holidays at Home are GREAT campaign (a collaboration between all the national tourist boards, regional destinations and commercial and strategic partners) evolved into #OMGB – Home of Amazing Moments. The campaign continued the mission to boost the number of Brits visiting home destinations and promoted the unique range of experiences to be had.

At the heart of this activity, a £2.5 million TV, digital, print and outdoor campaign encouraged people to take holidays at home. From inspirational images and competitions on our campaign hub, homeofamazing.com, to inviting people to share their own UK holiday special moments, we built anticipation and captured interest.

We also worked with a number of travel trade partners to encourage engagement in the campaign, including: Advantage, Barrhead Travel, Premier Travel, The Travel Network Group, Thomas Cook, TUI and tour operators Attraction World, Bourne Leisure, Hoseasons, Shearings and Superbreak – all of whom used campaign imagery and logos in their advertising, stores and online.

Expected to deliver an additional 1.3 million overnight stays and a £100 million boost to the UK economy in 2016/17, #OMGB – Home of Amazing Moments builds on four years of marketing activity to encourage people to explore.