The sun shines brighter on the other side
“The Government”s “Holiday at Home” advertising campaign was a bit of a flop, according to a YouGov survey.
The campaign was launched in March by Visit England and regional tourist boards to encourage Brits to stay on home soil for their holidays.
It was heavily criticised by ABTA who said it was misguided and a waste of public funds (see earlier story).
According to an April survey of 2,000 adults commissioned by prepaid currency card provider, Caxton FX, 67% of Brits still plan to holiday abroad this summer.
A further 13% admitted that they hadn”t seen the campaign at all and, for one in every 25 people, the advertising campaign has actually made them less likely to holiday in Britain.
Caxton FX MD James Hickman said: “In spite of substantial investment, it seems that Brits are still committed to holidays abroad and with the pound currently very high against the euro, holidays abroad can offer good value – especially for those people who would prefer to avoid the Olympics this summer!”