England and Northamptonshire cricketing legend Allan Lamb helped the county unveil its biggest ever tourism campaign at World Travel Market London.
The campaign will be launched to consumers in March 2017, highlighting the county’s range of historic stately homes and other visitor attractions – including Corby’s Adrenaline Alley, a huge indoor sports centre with professional riding areas for BMX bikes, skateboards and scooters.
The campaign has been devised by James Lowther, chairman of M&C Saatchi, and will use the tagline of ‘Britain’s Best Surprise’.
Lowther is working with Northamptonshire partners including Northamptonshire County Council, Lord Lieutenancy, University of Northampton, Northamptonshire Arts Management Trust, the county’s food and drink sector, and owners of the county’s historic houses, gardens and churches.
The campaign will be launched by famous Northamptonshire residents, with a stunt in Northampton and escalator panels at Euston and St Pancras stations.
Advertising will be seen at points where people travel through or to the county, including railway stations, the M1, Silverstone and Franklin’s Gardens – home to Northampton Saints rugby team.
The campaign will be backed by a new website which will feature the county’s attractions, entertainment venues, restaurants, hotels and events.
Lord Lieutenant David Laing said at WTM London last week: “Northamptonshire has hidden its light under a bushel for too long.
“This is a unique opportunity not just to surprise the rest of the country and international visitors with the sheer depth of our visitor offer, but to bring much needed extra money and employment to the area.
“At the moment, the county receives 19.9 million tourism visits, which generate £1 billion within the local economy.
“This is already impressive but Gloucestershire, for example, generates £1.5 billion. This campaign is aiming for a target of this nature.”
Pictured with Lamb (right) at WTM London is Waitrose Magazine editor and TV presenter William Sitwell, who also comes from Northamptonshire.