Devon ... also available to locals (From Mid Devon Star)

Devon ... also available to locals

8:00pm Sunday 5th July 2009

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VISIT Devon has launched its first TV campaign to promote the county as a holiday destination.

The tourism body will be using the commercial ‘Devon, world class holidays - also available to locals,’ which was shot earlier this month by Devon County Council for its ‘Live Devon’ campaign to encourage Devonians to holiday at home.

Visit Devon’s campaign will initially be targeting visitors from the Midlands and includes a media spend of £45,000 for prominent TV spots on ITV1 Central throughout July.

The TV commercial shows the beautiful scenery the county has to offer and takes a light-hearted look at the travel hassles involved in an overseas holiday.

The advert was first aired on ITV1 Central on Wednesday during The Bill. The 40-second commercial sees families and friends enjoying Devon’s great outdoors.

You later discover that these are in fact overseas tourists and the commercial ends using the strap-line ‘Devon - world class holidays – also available to locals’.

Nicola Poultney, of Visit Devon said: “We were really impressed with Devon County Council’s Live Devon advertisement and recognised that the message was still relevant to target visitors from outside the South-West region.

“Our research shows us that the Midlands area of the UK presents the greatest opportunities for us, taking into consideration the percentage of adults resident in this area with a propensity to visit the South West and the media spend we have available.

“We would really like to move forward and use the commercial in other UK regions and we are actively seeking partners to help make this happen.”

To view the new advertising campaign go to http://www.youtube.com/watch?v=MaPMpNYHkng

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