The animated Aardman TV character will soon be appearing on screens encouraging viewers to book a domestic break via their local travel agent.
The campaign is being backed by the national tourist boars for Scotland, Wales and Northern Ireland and will follow Shaun’s debut on the silver screen on February 6.
It also comes as a new Cornish visitor attraction – the Shaun the Sheep Experience at Land’s End – launches in the West Country in March.
Agents involved in the campaign include Thomas Cook, Thomson, Advantage, Worldchoice, Barrhead Travel, Hays Travel, Bath Travel and Midcounties Cooperative who will all be promoting ‘baa-rilliant’ deals around the UK for the summer period.
Operators including Superbreak, Hoseasons, Bourne Leisure, Shearings Holidays and Attraction World are all supporting the campaign too.
VisitEngland chief executive James Berresford said: “Following on from the success of the third Holidays at Home are GREAT campaign last year, which starred Wallace & Gromit we have partnered again with Aardman to create another super TV advertisement.
“I am confident Shaun will fuel the public’s imagination and inspire them to take a holiday in the UK this year. This new campaign forms a key part of VisitEngland’s strategy to grow tourism in this country, supporting the Government’s agenda for growth.
“We have had a fantastic response from the domestic travel trade, and I’m looking forward to working with our tour operator and retail partners to inspire Britons to visit their local travel agent and book a break at home this year.”
This campaign forms part of Holidays at Home are GREAT, a pan-UK government funded strategy which launched for the first time in 2012. Designed to boost domestic tourism, the first two campaigns alone have raised £380million in additional tourism spend and generated over a million overnight stays, with results for last year’s campaign expected soon.
Tourism minister Helen Grant added: “Shaun the Sheep is a much loved character so it’s fantastic that he’s been signed up to encourage Brits to book a domestic break this year.
“Britain’s tourism sector is performing strongly, creating jobs supporting businesses and helping deliver the government’s long-term economic plan.
“So it’s great that VisitEngland has teamed up once more with Aardman to help keep up this momentum.”
Sean Clarke, head of rights and brand development at Aardman, said: “We are delighted to renew our partnership with VisitEngland and already have some funny ideas for the campaign that in the true spirit of Shaun the Sheep can help people discover the merits of holidaying in the UK.”
