MediaCom picks up Enjoy England brief

Enjoy England, the domestic marketing division of Visit-Britain, has hired MediaCom to handle media for its new campaign.

The appointment followed a three-way pitch, handled by COI, which also included Carat and ZenithOptimedia.

MediaCom has been briefed to develop a communications strategy to encourage English people to take more short breaks and holidays in England.

Separately, Enjoy England has invited Farm, Delaney Lund Knox Warren & Partners, Miles Calcraft Briginshaw Duffy and St Luke's to pitch for the creative brief.

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.

The new campaign follows Enjoy England's "look no further" initiative, which ran in 2005.

Laurence Bresh, Enjoy England's general manager, said: "We were extremely impressed by MediaCom's powerful insights and robust planning approach. I've no doubt MediaCom's approach will accelerate holidaymakers' growing awareness of England as a quality short- break destination."

VisitBritain appointed the Johannesburg-based media agency Trigger to handle its global direct marketing account in November.