Plasticine favourites Wallace & Gromit have been recruited by the tourist boards of England (backed by its counterparts in Scotland, Wales and Northern Ireland), in the latest drive to draw visitors to the UK.
This sees the bumbling inventor and his canine sidekick visit famous British holiday destination; including Stonehenge, The Tower of London and (yes) Cheddar Gorge as part of a ‘Great Adventure’ campaign.
Their creator, Nick Park, commented: "Leisure time has always been very important to Wallace & Gromit, so it's great to see them making this holiday choice.
"A nice cup of tea and some tasty local cheese is always a favourite so they won't be disappointed with their holiday in the UK."
The £4m campaign will run from 12 May across television, cinema, internet and on-demand services with the intention of directly inspiring over a million overnight stays.