UK hotel group Jurys Inn Hotels is set to promote Great Britain’s tourist and city attractions to British tourists and travellers, in a bid to further inspire them to explore landmarks in their home country.
The hotel group, which runs 22 hotels located in the heart of UK city centres, is set to launch ‘Jurys Inn -The Verdict,’ a campaign that will celebrate everything ‘Great’ about Great Britain. The campaign plan was announced after a study by Jurys Inn Hotels found that Brits were increasingly overlooking sights and landmarks near them. Nearly one fifth (22 per cent) of those surveyed claimed to have visited more landmarks abroad than in their home country.
Commenting on the survey findings, Suzanne Cannon, Group Marketing Manager at Jurys Inn, said: ‘Our study has unveiled that Brits seem to be falling out of love with Blighty. Instead of wanting to explore more of their local cities and home country, they are being influenced by what they see on TV and in films, to escape abroad.
‘The ‘staycation’ may not appeal to everyone, but with a lack of UK knowledge in the first instance, Brits are not necessarily aware of the amazing attractions they could be exploring. We were surprised at stats such as almost a quarter (23 per cent) of those polled being unable to name iconic locations including Angel of the North, so we’re making it our mission to help the nation fall back in love with Britain with ‘Jurys Inn – The Verdict’- a campaign that puts the nation to the test and celebrates everything ‘Great’ about Great Britain.
‘Launching in April, ‘The Verdict’ will include a series of pub quiz challenges to find and celebrate the most knowledgeable Brit, who knows Britain inside out.’
According to the study, over three quarter of Britons failed to locate well-known cities such as Sheffield (85 per cent), Birmingham (83 per cent) and Liverpool (76 per cent) on a map. The study also revealed over a third (36 per cent) of Brits did not know where Stonehenge was. When shown pictures of iconic landmarks, over a third (39 per cent) of Scots didn’t recognise the iconic St Andrews Golf Course, and a quarter (25 per cent) of Londoners were unable to name the Gherkin.
The hotel staff know the cities well and will be able to advise on the best spots enabling Brits to explore sites, landmarks and attractions in their home country and fall in love with Blighty again, Jurys Inn said.