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England’s Historic Cities, which includes Greenwich, has secured further investment from the Discover England Fund for their innovative England Originals project. The project was created in 2018 to encourage more US visitors to explore regional England and has already benefited from over £1m of investment from the fund. This new investment will be used to promote the cities to domestic audiences in 2021 to help with recovery from the Covid-19 pandemic.

England Originals brings together 16 of England’s historic destinations under one brand umbrella and promotes them to younger audiences. It does this by combining story-telling and augmented reality with a visitor offer that emphasises fun activities and new experiences set against a backdrop of some of England’s stunning heritage locations.

The new investment will be used to enhance and expand the visitor offer, produce new inspirational content and deliver a consumer marketing campaign in early 2021. It will also support ongoing collaboration with US tour operators and travel agents for when travel restrictions are lifted and international visitors are able to return.