In partnership with Expedia Group, VisitBritain
has launched an international campaign to spotlight regional destinations
and drive bookings to the North East of England, Scotland and Wales.
The ‘GOT THE SHOT’ campaign, underway through March, utilizes
Expedia Group’s global reach to inspire visitors in Australia, France, Germany
and the U.S. to book a trip to Britain now.
VisitBritain’s screen tourism research shows that more than
9-out-of-10 potential visitors would visit film and TV locations during a trip
to the U.K.
VisitBritain CEO Patricia Yates said in a statement, “Partnering
with Expedia
Group we’re converting the inspiration to visit Britain into bookings,
showcasing to visitors from our valuable Australian, France, Germany and USA
markets why our regional destinations are the real star of the show.”
She added, “The campaign not only shines the spotlight on
our destinations but also on the exciting experiences visitors can enjoy in the
North East of England, Scotland and Wales. From our stunning countryside, our
rich heritage and history to our vibrant cities, Britain is the backdrop to so
many great stories. ‘GOT THE SHOT’ inspires visitors to put themselves in the
picture and book a trip to Britain today.”
“We are excited to partner with VisitBritain to amplify the
destination’s beautiful stories, cultures and landscapes through our
industry-leading travel media network,” said Senior Vice President, Expedia
Group Media Solutions, Rob Torres. “According to our recent Unpack ‘25 travel
trends report, 66 percent of travelers say their travel choices have been
influenced after seeing it on screen. We can’t wait to see what the power of
visual storytelling can do to drive tourism to Britain.”
Film content includes a three-part series by BAFTA award
winning Director Chris Faith with comedy duo Lara Ricote and Stevie Martin setting
off on an adventure across Britain searching for places to experience iconic
movie genres. These experiences include epic fantasy battles in Wales, spy
thrillers in Scotland and period dramas in the North East of England.
Featured destinations include Durham and Newcastle in the
North East of England, Glasgow and Loch Fyne in Scotland;and Bannau Brycheiniog
National Park and Cardiff in Wales.
Along with the series, the campaign features immersive video
content, digital ads and a dedicated Expedia hub with market specific
microsites to convert inspiration to visit Britain into bookings. Inbound
tourism is one the U.K.’s most valuable service exports and a major part of
British trade, worth an estimated £32.5 billion to the economy in 2024 in
visitor spending.
Destinations and experiences in the series include:
North East England
- Beamish Hall, County Durham
- Beamish Living Museum, County Durham
- Grainger Market, Newcastle
- Snackwallah restaurant, Newcastle
- Ice-dip Social, Longsands, Tynemouth
Scotland
- Seal Point cabin, Loch Fyne, Argyll and The
Isles
- Clyde Ride Experience, Glasgow
- Riverside Museum, Glasgow
- Starry Starry Night Vintage Clothing, Glasgow
- Mikaku restaurant, Glasgow
- House of Gods, Glasgow
Wales
- Bannau Brycheiniog National Park
- The National Botanic Garden of Wales, Llanarthne
- Apothecary’s Hall, The National Botanic Garden
of Wales, Llanarthne
- Dan yr Ogof caves, Abercrave
- Cardiff Castle, Cardiff
- Cardiff Arcades, Cardiff
- Heaneys restaurant, Cardiff
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