Farm wins Enjoy England creative business

Enjoy England, the domestic marketing division of Visit-Britain, has hired Farm after a pitch against Delaney Lund Knox Warren & Partners and St Luke's.

The win will mark the agency's first work for a government organisation since it was appointed to the COI roster last year.

The agency has been briefed to develop a campaign that will encourage people to take more short breaks and holidays in England.

Laurence Bresh, Enjoy England's general manager, said: "Farm's creative approach and concepts will help the campaign stand out from the plethora of other tourist board marketing. We are very impressed with its young and dynamic creative team."

Enjoy England is responsible for marketing England as a holiday destination to the British public. Its main target audience is typically affluent, well-educated men and women who have the potential to be influenced to take more breaks in this country.

The tourist office also aims to encourage use of its website www.enjoyengland.com and generate requests for the Enjoy England Great Ideas 2007 brochure.

In April, Enjoy England appointed MediaCom, following a three-way pitch that included Carat and ZenithOptimedia. VisitBritain also appointed the Johannesburg-based media agency Trigger to handle its global direct marketing account in November 2005.

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