eOne has joined with VisitEngland to target more families with young children to take short breaks in England.
The campaign that stars Peppa Pig aims to drive visitors to a new microsite via the VisitEngland website to offer 25 experiences for preschoolers and their families inspired by the character. On the hub, visitors can watch clips, download activity sheets, and follow in Peppa’s as they take short breaks in England.
Rebecca Harvey, evp global marketing, Family & Brands from eOne 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.”
“With a content pipeline of 381 episodes all focused on family life, there’s plenty of inspiration and 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.”
Clare Mullin, director of VisitEngland, added:
“Capturing the imagination of Peppa Pig loving preschool families can create long lasting memories that help boost regional tourism and build an emotional connection that will encourage them to explore their own backyard both now and in the future.”
The campaign will be supported by a national radio competition on Global from mid-February, and its £650,000 budget is expected to generate more than 225,000 additional overnight stays in England from families in 2020 boosting the economy by £16.5 million.