VisitBritain has partnered with BBC StoryWorks to bring compelling commercials to the American market.
The series is part of the U.K's global Great Britain campaign, an international outreach program aimed at reaching more than 100 million people around the world in a variety of different ways.
The campaign consists of four films done in a documentary style and each one highlights a different part of the country.
The films were produced by BBC StoryWorks, the commercial content production arm of BBC Advertising. Each one challenges people's perceptions of what they think Britain is really like and show the U.K. in a new light.
"These films will inspire American visitors to book a trip right now for experiences they can only get in Britain, from seeing the Meridian Line in Greenwich to drawing inspiration at a coffee shop in Manchester, from discovering the history of Caernarforn Castle in Wales to dolphin spotting at Chanory Point in the Scottish Highlands," said VisitBritain commercial director Carol Dray.
The films feature well-known local personalities, including science and technology reporter Dr. Shini Somara, illustrator Stanley Chow, fashion designer Siobhan Mackenzie and television presenter Gethin Jones. Each representative talk about the reasons why they love Britain, their British roots and some of the unique experiences visitors can have in each region.
The London video showcases Greenwich Village from the perspective of a math lover and designer Siobhan Mackenzie talks about missing the beauty of the Scottish Highlands.
"We are enormously proud of our partnership with VisitBritain and of these four new films we have created," said Guy Hughes-Wilson, Vice President, Western Europe, for BBC Advertising. "Each person featured in the films is passionate about where they are from and that really brings these beautifully made mini documentary-style films to life."
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The partnership is funded by the GREAT campaign, which is working to inspire travelers from around the world to come to Britain, highlighting the U.K. as an ideal place to travel, study, do business and more.
Focusing on the U.S. makes sense for VisitBritain. The States is one of the U.K.'s most valuable travel markets. In fact, there were 1.9 million visitors from the U.S. to the U.K. in the first six months of this year, which is a 31 percent increase over last year.
Visitors from the U.S. spent record amounts of money, too, spending approximately $2.3 billion between January and June, an increase of 28 percent on the same period last year.
This isn't the first campaign VisitBritain has launched this year that targets the U.S. market. It comes on the heels of a couple other successful marketing initiatives, including promotion of the popular Kingsman spy franchise. The newly released "Kingsman: The Golden Circle" debuted in September with an all-star cast and a VisitBritain campaign launched in partnership with MARV films and 20th Century Fox, that offered up ideas for a Kingsman-themed vacation in the country.
Earlier this year, VisitBritain joined forces with American Airlines and British Airways for a promotion called "British Famous," that also featured a film component.
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