Soon-to-be film star Shaun the Sheep – of Wallace & Gromit fame – is to front a new £4m campaign to ensure Brits don’t have the wool pulled over their eyes on the benefits of holidaying at home.

The Aardman animation character, whose new feature film Shaun the Sheep The Movie debuts on 6 February, will front the campaign designed to inspire Britons to take a holiday at home this year. A forthcoming series of TV adverts will follow Shaun and his farmyard friends on holiday in the UK, as they encourage consumers to book a ‘baa-rilliant’ holiday deal through their local travel agent.

The VisitEngland initiative, backed by the other home nation tourist boards, will also see the opening of a new themed attraction in Cornwall this March – the ‘Shaun the Sheep Experience at Land’s End’.

“Following on from the success of the third Holidays at Home are GREAT campaign last year, which starred Wallace & Gromit we have partnered again with Aardman to create another super TV advertisement,” said VisitEngland chief executive James Berresford.

“I am confident Shaun will fuel the public’s imagination and inspire them to take a holiday in the UK this year. This new campaign forms a key part of VisitEngland’s strategy to grow tourism in this country, supporting the Government’s agenda for growth.”

High-street travel agents including Thomas Cook, Thomson, Advantage, Worldchoice, Barrhead Travel, Hays Travel, Bath Travel and Midcounties Cooperative will be participating in the campaign promoting deals around the UK over the summer period. Also on board are operators, Superbreak, Hoseasons, Bourne Leisure, Shearings Holidays and Attraction World.