To inspire visitors from the U.S to choose Britain for their
next vacation, VisitBritain
has launched a new on-screen global campaign that kicks off with a
blockbuster-inspired film showcasing Britain's iconic on-screen destinations,
making the
country the shining star of the show.
The ‘Starring Great Britain’ campaign got underway on January
20 and will run through the end of March 2025 with a launch film drawing on
iconic film and TV moments from Mission: Impossible to Bridget Jones,
Spider-Man to Succession, House of the Dragon to Harry Potter, Paddington to
Fast & Furious to Mary Poppins Returns and more.
The film takes viewers on a cinematic journey through
Britain, giving them a front row seat to destinations at the heart of on-screen
action.
Directed by Academy Award-winning British director Tom Hooper,
the launch film is supported by wider advertising campaigns across the U.S.,
Australia, France, Germany and the Gulf Co-operation Council (GCC) countries.
Tourism Minister Sir Chris Bryant said in a statement, “Many
of the moments that took your breath away in the cinema were filmed in the
United Kingdom. Stunning scenery, amazing cityscapes and great cinematic talent
have combined over the years in a truly exceptional way. We want visitors from
home and abroad to experience them first-hand by immersing themselves in the
scenery and locations made famous thanks to film and TV.”
He added, “Our tourism industry is already worth £74 billion
to the economy and this campaign will help drive more growth by encouraging
millions of tourists to visit even more parts of our breathtaking country. Supporting
our Plan for Change, this will help to boost visitor numbers and spend, create
opportunity in local communities and set the scene for the UK's thriving
visitor economy for years to come.”
“Britain’s destinations are the star of the show as we
harness the powerful draw of screen tourism to attract visitors from the U.S.,
our largest and most valuable inbound market, and drive their spending across
our nations and regions, boosting local economies,” said VisitBritain CEO
Patricia Yates.
Additionally, she said, “Using film and TV as the hook we’re
telling the story of Britain today, showcasing our dynamic and diverse
destinations and putting our welcome centre-stage. Films, TV and tourism have a
lot in common. They bring people together and they can transport us to new
places, experiences and adventures. From exploring our vibrant cities,
world-class attractions and stunning countryside, the backdrop to so many iconic
filming locations, to enjoying our exciting contemporary culture and
hospitality, Starring Great Britain inspires our visitors from the U.S. to put
themselves in the picture, discover more and book a trip to Britain right now.”
“Films, TV and tourism have a lot in common. They bring
people together and they can transport us to new places, experiences and
adventures. From exploring our vibrant cities, world-class attractions and
stunning countryside, the backdrop to so many iconic filming locations, to
enjoying our exciting contemporary culture and hospitality, Starring GREAT
Britain inspires our visitors from the U.S. to put themselves in the picture,
discover more and book a trip to Britain right now.”
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