Wallace and Gromit, two of Bristol’s best-known exports, have been appointed champions of British tourism. The loveable plasticine pair are tasked with inspiring the UK to holiday at home.
As Britain’s new tourism mascots, Wallace and Gromit are launching their Great Adventure through a £4m integrated campaign across television, cinema and online.
In a new advert for tourism body VisitEngland the pair visit UK tourist spots after an attempt to fire themselves abroad from a cannon goes awry.
Holiday postcards show the duo Morris dancing at Stonehenge, seeing a show at London’s West End and of course stopping by Cheddar Gorge.
The quintessentially British pair seems a natural pairing for this campaign. Their previous adventures may have taken them as far as the moon, but they’re always happiest when they are back home with a cup of tea and a spot of Wensleydale, making this campaign believable.
Consumers are often turned off by marketing that feels fake or forced. Wrong pairings can be laughable – think desperate celebrity endorsements. From The Wrong Trousers through to A Matter of Loaf and Death, Wallace and Gromit animations have always had a distinctly British feel.
And it looks like the national campaign will provide a particular boost to Bristol’s tourism. As well as raising awareness of Bristol’s Aardman Animations, the exposure will drive visitors towards this summer’s Gromit Unleashed culture trail.
Following in the formidable footsteps of the 2011 Bristol gorillas, 80 Gromit sculptures will be taking over the city for ten weeks from July 1 in aid of Wallace and Gromit's Grand Appeal.
Famous names, including Harry Hill, Cath Kidson and Sir Quentin Blake, have all left their mark on their own unique 5ft- tall Gromit.
See what you think of their advert: