SKEGNESS will feature in a nationwide advertising campaign celebrating all that is great about Britain as a tourist destination.
A 10 second television commercial will be airing on screens throughout the country between March and June providing an exciting opportunity for the resort to capitalise on an expanding domestic visitor economy.
The advert has been made possible through £100,000 funding from East Lindsey District Council matched by Visit England.
Leader of ELDC Coun Doreen Stephenson hopes the campaign can support the council’s efforts to extend and diversify the tourist season and create more jobs.
She said: “This is very exciting news and I see 2012 as a golden opportunity to take a massive step forward.
“We are conscious that tourism is a major employer in East Lindsey and there are opportunities to extend the season to make it longer and more diverse.
“We are moving away from being a totally traditional destination and developing into green tourism, heritage, culture and sport.
“This is a great opportunity for some fantastic work to be done and we have already invested a significant amount of money in the appearance of the resort to make sure we can expand in other areas.”
As one of Visit England’s most prestigious ‘attract bands’ with more than four million visitors, generating £450 million for the local economy, the tourist board was delighted to include the resort in its £4million campaign showcasing the nation’s diverse range of exciting visitor attractions, reminding viewers of all the fantastic reasons to take a break at home this year.
Visit England’s chief executive James Berresford explained the ethos behind the campaign at the Savoy Hotel, North Parade, on Friday.
He said: “We’ve got a product that’s better than anywhere else in the world and we need to shout about it the best we can.”
“Why would you want to go overseas when there’s so much here?”
Skegness’s advert will support a longer, 60 second commercial starring a celebrity advocating the benefits of holidaying at home with a humorous portrayal of some the troubles with travelling abroad.
The campaign hopes to capitalise on the wealth of exciting opportunities presented by the vast array of major events taking place in 2012 including the Olympic and Paralympic Games, the Queen’s Diamond Jubilee and the Torch Relay.
ELDC has already secured prestigious coverage in the Torch Relay and will be hosting the Egyptian Paralympic team during the 2012 games.
Mr Berresford believes there are further opportunities to be had when the international spotlight falls on the UK this summer.
“The Olympics is a massive opportunity to showcase what we’ve got to the watching world.,” he said.
“I’m not convinced there will be a huge influx of foreign visitors but there is certainly an opportunity to get the message out to the thousands of journalists who will be visiting.”
In celebration of 2012’s special opportunities, Visit England is encouraging businesses in the Skegness area to join the campaign by offering 20.12 per cent discounts as a further incentive to viewers watching the commercial.
Butlins resort director Chris Baron believes the campaign is a ‘tremendous opportunity’ and is looking into ways to join in with it.
He said: “In the last few years people have started to rediscover Britian as a holiday destination and there are definitely a lot of new visitors coming. Skegness should be incredibly proud of being involved with the commercial which demonstrates that Skegness is still a resort for the 21st Century.