It’s Wallace and Gromit as you’ve never seen them before – dressed as Vikings outside York Castle.
The Wensleydale Cheese-loving animated pair have been signed up by VisitEngland as Tourism Trailblazers to inspire Britons to take a holiday at home this year and to kick start the holiday season they are starring in a new television advertisement airing on 12 May.
The £4m campaign, led by VisitEngland, and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland; will see Wallace and Gromit take to the road exploring the country and discovering the best of the UK (including some top spots for elite cheese tasting).
York Castle is one of the destinations they stop off on their ‘Great Adventure’.
Designed to boost domestic tourism, the new campaign aims to generate £80million in additional tourism spend and over a million overnight stays by inspiring Britons to book a holiday through their local travel agent.
The ad will run for 6-8 weeks starting from 12 May and will be seen on television and in cinemas.
Culture Secretary Maria Miller said, “I’m delighted that we’re thinking innovatively about how to promote Britain and the new ‘Great Adventure’ campaign, starring the much-loved Wallace and Gromit, will showcase fantastic UK holiday destinations, delivering an £80 million economic boost.”
VisitEngland chief executive James Berresford said, “Wallace and Gromit are wonderful ambassadors for holidays at home. They are a quintessentially English double-act with universal appeal at home and abroad, and I’m sure they will capture the public’s imagination.”