According to Chevrolet, hundreds of tourists from across the UK applied for a pitch at the open-air, nine floors up campsite.
“We had a huge number of enquiries about Captiva’s ‘Car Park Campsite’ which gave cash-strapped culture-vultures the chance to stay in the heart of the city. Campers were able to zip open their tents to one of London’s most spectacular views, all for just a penny,” said Les Turton from Chevrolet.
Chevrolet’s initiative came after its recent research revealed that regardless of free entry, 52% of children have never been taken to an art gallery, while nearly half a million children have never visited a museum with their parents.
"It is important that the next generation learns to appreciate Britain's rich history of tradition, heritage and culture as well as its fantastic modern design. Free national museums and galleries are almost unique to Britain and it's one of the big draws for international visitors to the UK. We have a range of enviable tourism assets and it is a missed opportunity if we don't show them what they are missing out on," said a spokesman from VisitBritain.
On questioning parents about popular family destinations, results showed that 69% blamed high accommodation costs as the main reason for not taking their children to more museums, galleries and landmarks located in UK cities.
However, over two thirds of parents agreed that alternative destinations such as campsites and holiday parks often offered better value when it came to family outings. Nevertheless, 62% of UK parents feel guilty that their children have not seen many of Britain's cultural highlights.
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