M&C Saatchi strikes a jaunty note for Visit England

Most people were probably expecting Visit England’s big new campaign to try to persuade people to stay in the old country for their holidays this year to be a tiresome melange of pics of the Queen’s Diamond Jubilee, windswept beaches and draughty moors, fronted by old thesps like Julie Walters (yawn) and Stephen Fry (double yawn).

Well there’ll all in it plus the Giant’s Causeway spectacular rock formation which happens to be in Nor’n Ireland (hope they contributed to the budget).

But agency M&C Saatchi, that veritable plantation of hearts of oak in Soho’s Golden Square, has pulled it off with a degree of elan. Brave of them to feature Bridlington in the old East Riding of Yorkshire too. Artist David Hockney may like it more than 72 and sunny LA these days but the featured performer, Rupert Grint of Harry Potter fame I think, has done well to take his wetsuit.

You need a wetsuit to go paddling in Bridlington, let alone surfing.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.