VisitEngland launched the Fan in a Van campaign to promote travel around England during the 2012 Olympic Torch Relay. They searched for an avid England fan to act as a social media blogger traveling the country in a camper van. Rachel Kershaw was selected and spent 70 days traveling over 5,000 miles, blogging at attractions. The campaign engaged industry partners and consumers, generating over 1,300 Twitter followers and £300k in media coverage.