Working with eOne, brand owners of the award-winning British children’s animated television series Peppa Pig, the campaign aims to inspire young families to plan their next adventure in England.
VisitEngland has created a Peppa Pig inspired online hub on its website featuring 25 experiences for pre-schoolers and their families, all inspired by the adventures Peppa has in the show. The hub is being promoted across VisitEngland’s digital channels to drive online traffic. Once on VisitEngland’s microsite young fans can view clips from the show by clicking on a Peppa Pig style map on the site. A children’s activity sheet and tick list are available to download to help them follow in Peppa’s footsteps.
Statistics show that the family market represents about a third of the potential domestic tourism market in England. With the pre-school family segment free to travel through the shoulder season, it is hoped that targeting this audience can spread tourism’s economic benefits across more of the year including off-peak.
VisitEngland Marketing Director Clare Mullin 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.”
eOne’s Rebecca Harvey, EVP Global Marketing at Family & Brands 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 initiative 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!”
The campaign will be boosted from mid–February with paid-for digital advertising.
In 2018, British families took 15.3 million domestic breaks in England spending £3.4 billion. According to the latest VisitEngland research spending quality time with family and friends was cited as the main reason for taking a UK break amongst this audience, with family attractions, getting outdoors and going to the beach scoring highly amongst favourite activities.
The £650,000 campaign is expected to generate more than 225,000 additional overnight stays in England from families in 2020 adding a £16.5 million boost to the economy.
Tourism is worth £127 billion annually to the UK economy, creating jobs and boosting economic growth across its nations and region.
Notes to Editors:
- About eOne
Entertainment One Ltd. (eOne) is a talent-driven independent studio that specializes in the development, acquisition, production, financing, distribution and sales of entertainment content. As part of global play and entertainment company Hasbro (NASDAQ: HAS), eOne's expertise spans across film, television and music production and sales; family programming, merchandising and licensing; digital content; and live entertainment. Through its extensive reach and scale, and a deep commitment to high-quality entertainment, eOne unlocks the power and value of creativity.
eOne brings to market both original and existing content, sourcing IP from Hasbro’s portfolio of 1500+ brands, and through a diversified network of creative partners and eOne companies including: international feature film distribution company Sierra/Affinity; Amblin Partners with DreamWorks Studios, Participant Media, and Reliance Entertainment; Makeready with Brad Weston; unscripted television production companies Renegade 83, Daisybeck, Blackfin and Whizz Kid Entertainment; live entertainment leaders Round Room Live;world-class music companies Audio Network, Dualtone Music Group and Last Gang; and award-winning emerging content and technology studio Secret Location.
- Peppa Pig and family’s Top 25 experiences to have on an England break:
- Jump in muddy puddles in a forest
- Spot Creepy Crawlies at a nature reserve
- Smell flowers at a garden
- Go camping in the countryside
- Be a strawberry farmer for the day
- Go paddling in the sea
- Enjoy an ice-cream on a pier
- Go rockpooling
- Build a sandcastle bigger than you
- Get competitive at crazy golf
- Have a play day at a museum
- Be King or Queen of the castle
- Have a picnic at a stately home
- Drift along canals on a boating holiday
- Go on a steam train journey
- Get crafty at an art gallery
- Hunt for dinosaurs at a museum
- Sing along at a theatre show
- Listen to your voice echo in a cave
- Eat cakes at afternoon tea
- Sing and dance at a family festival
- Splash about at a water park
- Ride on the top deck of a tour bus
- See how high you can fly a kite
- Visit a petting farm