Experience Oxfordshire launches ‘Escape to Oxford’ tourism recovery campaign

Experience Oxfordshire, the Destination Management Organisation for Oxfordshire, is encouraging domestic visitors to ‘Escape to Oxford’ this summer with the launch of a new campaign funded by VisitEngland. The local marketing initiative forms part of the National Tourist Board’s ‘Escape the Everyday campaign supporting England’s tourism industry recovery.

The campaign, which aims to attract 25-44 year olds with no children to enjoy days out and short breaks in the city and beyond, will be delivered digitally through to the end of June.

Prospective visitors will be driven to the ‘Escape to Oxford’ landing pages on Experience Oxfordshire’s website, where they will be encouraged to visit and book experiences ranging from an Oxford Official University and City Walking Tour to an Evening Cocktail Cruise on the river Thames, and from an overnight stay in a period property hotel to a luxury shopping experience beyond the city in Bicester Village.

Experience Oxfordshire’s CEO, Hayley Beer-Gamage said, “We’re excited to see ‘Escape to Oxford’ showcasing the city and county, alongside other destinations across England as part of the national VisitEngland campaign.

“This campaign will support our visitor economy, as businesses build back from the effects of the pandemic, as well as raise our destination profile, attracting visitors to Oxfordshire and driving bookings this summer and beyond.”

Through the ‘Escape to Oxford’ campaign, Experience Oxfordshire has worked closely with local tourism businesses to create new, engaging content including videos and photography showcasing Oxford and beyond as a must-visit destination, as well as bookable experiences for the consumer to purchase. These opportunities directly support local businesses and provide increased choice and information for the consumer in planning and booking breaks and experiences in the city.

Themed itineraries also feature, alongside attractions, places to stay, eat and drink, as well as what’s on and the ease of getting to Oxford.

VisitEngland Director, Andrew Stokes added, “With the slower return of international tourists, now is the time to visit our wonderful cities and remind ourselves why they are such a draw. The funding will also support local businesses who have been working so hard to welcome visitors back and provide a stand-out experience.”

The ‘Escape the Everyday’ funding aims to allow Experience Oxfordshire to drive bookings, run paid media activity, track consumer booking data, and promote through press and PR channels.