Watch: Torbay targets Midlands families with new TV advert

The English Riviera is being promoted to families in the Midlands through a new television advert produced by the English Riviera BID Company.

The advert, titled Escape Your Everyday, encourages families to visit Devon and explore the towns of Brixham, Paignton and Torquay, highlighting their range of family-friendly attractions.

Footage shows a family building sandcastles on the beach, playing crazy golf, paddleboarding, and visiting Splashdown Quaywest – the UK’s largest outdoor waterpark, based in Paignton.

The national campaign was made possible by a £500,000 grant from South West Water to help boost tourism, after the cryptosporidium outbreak last year reportedly led to £40m worth of lost bookings.

Speaking at the launch of Clear Sky Publishing’s new B2B magazine Torbay Tomorrow, Carolyn Custerson, chief executive of the English Riviera BID Company, said: "We had a million pounds to spend on marketing this year, and with it, we've gone national. We're producing two new TV adverts. We've hit the national advertising hard and hit it with two core markets: families and couples.

"Previously, we could only afford to go out with a month's advertising. This new grant has allowed us to go out for six months. We've had millions of impressions as a result of the Google advertising, and we're seeing English Riviera put into the Google search bar like we've never seen before. Lots of good things are happening, and we'll be in a position to repeat the TV advertising for next year as well."