Visit Britain has launched a spy competition designed by creative agency Brand42 in a bid to capitalise on the upcoming launch of the latest Bond flick, Skyfall.
Agent-UK invites players to assume the role of an agent and solve a series of clues in order to track down a rogue agent with a luxury Bond themed experience on offer for the winner.
A cross-media campaign is designed to encourage tourists to consider Britain as a destination by tapping into publicity around the latest entry to the venerable franchise.
Adge Gittins, creative director at Brand42 said: “It doesn’t get more exciting than James Bond. We wanted to design a competition which combined the glamour and excitement of Bond with the mystery and intrigue of some amazing UK locations.”
“We specifically designed the competition to work across all of VisitBritain’s social channels so it really appeals to a wide fan base of both Bond and Britain.”
Philip Taylor, head of digital at VisitBritain said: “The 50th anniversary of the fabulous James Bond movie franchise and the imminent release of SKYFALL gives us a wonderful opportunity to engage with our very active online audience.
“This interactive and highly enjoyable mission is an integral part of our biggest ever film tourism activity, and is in keeping with the adventures of the world’s most renowned secret agent. It allows us to highlight destinations across the UK and reinforce the link between tourism and films which we know can help drive visits to the UK.”
The campaign has been launched to coincide with Blobal Bond Day, which takes place today, and will run for four weeks and is the latest in a series of Bond themed promotions.