4 July 2014: A VisitEngland cycling themed national marketing campaign, aimed to inspire Britons to take a cycling holiday in England this year, will be featured in a Television advertisement which will air on Channel 5 on 11 July. It will highlight the wide range of cycling related tourism products and experiences on offer throughout the year and aims to build on the increased enthusiasm for the sport following the London 2012 Games and the arrival of the Grand Départ in Yorkshire this weekend.
The success of cycling following the London 2012 Olympic and Paralympic Games and events like Yorkshire’s Grand Départ mean the cycling market is expected to be worth over £3 billion by 2015, with research showing it is growing by as much as 10 – 15% per year.
The TV ad, which will air on Channel 5 and Demand 5 for three weeks from the 11th July has been created with range of partners and will feature the Yorkshire and Cambridge stages of the Tour de France route; as well as the New Forest and Dorset to demonstrate the depth of the cycling offer in England.
VisitEngland chief executive James Berresford said: “It is wonderful to see the increasing enthusiasm for cycling continue to grow following the Olympic and Paralympic Games and amidst the excitement of events like the Grand Départ in Yorkshire this weekend. We want to continue to build on this momentum and showcase the wonderful opportunities to explore England on two wheels and the fantastic bike friendly holidays on offer.”
Tourism Minister Helen Grant said: “Recent British success at Olympic and Paralympic Games and at the Tour de France inspired many to get on their bikes. Hosting the first three stages of the most famous bike race in the world will build on this further. It gives us a great opportunity to showcase Yorkshire as an outstanding tourist destination and promote cycling in England.”
As part of VisitEngland’s cycling campaign 25 destinations will be featured in 11 idents also to be broadcast on Channel Five throughout July. As part of the campaign these 25 destinations were also featured in a 100 page cycling themed supplement in the Guardian and an English Cycling Breaks hub on Guardian.co.uk in June to promote cycling tourism offer in England.
• VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors. Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on www.visitengland.org/insight-statistics.
• England is a unique destination and a real powerhouse in global tourism. It represents 84 per cent of the total UK visitor economy, is worth £106 billion, and supports 2.6 million jobs.