New campaign will aim to encourage families to take short breaks close to home.
eOne has secured a new partnership with national tourism agency VisitEngland, which will see Peppa Pig starring in a promotional campaign aiming to get more families with young children to take short breaks in England.
The campaign drives visitors to a specially created Peppa Pig online hub on VisitEngland’s website. The microsite features 25 experiences for preschoolers and their families, all inspired by Peppa’s adventures in the show. 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 will be available to download to inspire them to follow in Peppa’s footsteps as they take short breaks in England.
Working with Global – the owner of Heart FM radio – VisitEngland is also promoting the campaign through a national radio competition voiced by Peppa Pig and her family. The campaign will be boosted from mid-February with paid for digital advertising.
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.
“Peppa Pig celebrates the simple pleasures of family life and that theme is central to our campaign with VisitEngland,” said eOne’s Rebecca Harvey, evp global marketing, Family & Brands. “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.”