Coming to you soon – Peppa Pig

By | Category: Travel news

To many readers, the news that Visit England is using the Peppa Pig to promote family holidays for those with pre-schoolers may seem of little consequence.

The Visit England campaign. Image – Visit England and eOne

Not to those pre-schoolers who are fixated by the character and who place pressure on the parents to buy what seems to amount to a never-ending array of Peppa Pig merchandise. And not to those who realise that Peppa Pig is one of the most lucrative and influential brands in the world.

Worth about $140 million five years ago, last year the UK company – eOne – behind Peppa Pig was sold for $3.3 billion. There are theme parks around the world dedicated to the character; parents in their millions switch on to see the programmes on mainstream and social media secure I the knowledge that it will keep a certain age grou quiet for the short periods that the programmes last.

Therefore Visit England’s move could be a very smart – if not an expensive one – to attract families to England’ attractions.

Initially, 25 different attractions have been selected to appear on an online hub on its website. Designed for those those visiting Visit England’s digital channels, it is hoped to drive online traffic. Once on VisitEngland’s microsite young fans can view clips from the show by clicking on a Peppa Pig style map on the site. A children’s activity sheet and tick list are available to download to help them follow in Peppa’s footsteps.

The advantage of promoting to families with those of pre-school age is that the parents aren’t tied to holidays in the period between school terms. They can travel anytime so these families are of particular interest to those attractions that usually face less busy times when kids are at school.

Promoted on Heart radio as well as digital media, the idea is to offer holidays and breaks in keeping with the things that Peppa and her fans like to do such as jumping in puddles and flying kites. The campaign will promote days at the beach, garden and outdoor trips and visiting castles amongst other opportunities for families.

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