VisitBritain is launching a new television advert for Enjoy England on 18 September.

The advert, which will be in 10-second and 40-second versions, will spearhead the new ‘Shhh…’ brand campaign and will be supported by magazine advertorials, a GNER poster campaign and posters and bags in over 500 Tourist Information Centres.

Elliott Frisby, a spokesperson for VisitBritain, said: “The advert encourages Britons to think of England in a different way and includes scenes of England’s urban, coastal, spa and outdoor activity experiences.

“It aims to particularly highlight the quality, indulgent and fun nature of these experiences and promotes the website www.enjoyengland.com which relaunches this month as well.

“The Shhh… concept resulted from the best recommendations for holiday destinations being by word of mouth: those secret tips that we want Britons to share with their fellow visitors, which they will be able to do with the new website.”

The TV advert, which is accompanied by The Jam’s “English Rose”, will be shown in two bursts: in September and October this year and again from January to March in 2007.