Just crackers? Wallace and Gromit to front £4m campaign to boost British tourist

Thursday 09 May 2013 11:52 BST

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Wallace and Gromit are to feature in a £4 million campaign to boost UK tourism.

The Nick Park-created animation duo will appear in a TV advert designed to inspire Britons to take holidays in their own country.

The pair, who will also feature in cinemas, will be seen on their travels, discovering what tourist chiefs describe as "the best of the UK".

The campaign forms part of "Holidays at Home are GREAT", a pan-UK Government-funded strategy which launched last year. Designed to boost domestic tourism, the campaign aims to raise £80 million in additional tourism spend and more than a million overnight stays.

Culture Secretary Maria Miller said today: "Our tourism industry plays a key role in delivering economic growth, creating jobs and supporting businesses up and down the country.

"I'm delighted that we're thinking innovatively about how to promote Britain and the new 'Great Adventure' campaign, starring the much-loved Wallace and Gromit, will showcase fantastic UK holiday destinations, delivering an £80 million economic boost."

VisitEngland chief executive James Berresford said: "Wallace and Gromit are wonderful ambassadors for holidays at home.

"They are a quintessentially English double-act with universal appeal at home and abroad, and I'm sure they will capture the public's imagination."

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Just crackers? Wallace and Gromit to front £4m campaign to boost British tourist