VisitBritain is launching a blockbuster-inspired film, celebrating Britain’s starring role as a world-leading destination for iconic film and TV moments – from Mission: Impossible to Bridget Jones, SpiderMan to Succession and House of the Dragon to Harry Potter – to showcase its diverse landscapes and tourism experiences.
Devised by Pablo, and directed by Academy Award-winning British director Tom Hooper, the film offers a front-row seat to the breathtaking locations and showcases the country as the ultimate on-screen destination.
The national tourism agency is part of The Great Britain & Northern Ireland Campaign (GREAT) which exists to enhance the UK’s international reputation and drive economic growth for the UK.
At a time when screen tourism inspires travellers like never before, Starring Great Britain invites visitors from its most valuable inbound markets – including Australia, the Gulf Cooperation Council (GCC) countries, France, Germany, and the US – to discover Britain through the cinematic lens of film and TV shows.
As well as the launch film, the multi-media ad campaign uses a mix of channels to showcase destinations across England, Scotland and Wales as the backdrop to great stories, action and adventure.
People will see the campaign on large digital billboards in locations from the famous Kurfürstendamm in Berlin, Germany, to Gare du Nord Station in Paris, France, from the City Walk hub in Dubai, UAE, to the Jeddah Corniche in Saudi Arabia, alongside branded content across social media.
The advertising also directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure, encouraging visitors to broaden their itineraries, discover more regional destinations and stay longer.
An interactive digital map links to film inspired locations, attractions and experiences across the nations and regions.
VisitBritain global marketing director Robin Johnson said: “Britain’s starring role in some of the world’s favourite films and TV shows gives us the perfect platform to tell the broader story of what our nations and regions have to offer.
“From horseback riding along our stunning coastlines to enjoying afternoon tea at a majestic stately home, the campaign showcases our dynamic and diverse destinations and experiences, and the warm welcome tourists will receive.
“While filming locations draw visitors initially, this campaign will also help to inspire them to stay longer and explore further into Britain’s various regions, supporting local businesses and economies.”
Pablo London executive creative director Dan Watts added: “Great Britain really is a creative highlight when it comes to the movies and shows that we all know and love.
“Whilst A-listers get their fair share of the spotlight, it’s been a cinematic thrill to remind everyone of the diverse stage that lets them tell their stories. Working with Tom Hooper, nine major studios and VisitBritain has been an epic journey – we hope it encourages people across the globe to take an epic journey across Britain, for themselves.”
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