A new global campaign from VisitBritain launches tomorrow to encourage holidaymakers the world over to choose Britain as their next destination.
The £2.5m 'Sounds of Great Britain' campaign, created for VisitBritain by RKCR/Y&R, will go live in the US, Brazil, China, India, Gulf states and throughout Europe on Monday 17 February.
Set to 'Feel the Love' from the Brit band Rudimental, the film pieces together a range of sounds said to represent 'modern, contemporary Britain', from the pouring of a cup of tea to the buzz of LoveBox festival and the roar of the Wimbledon crowd cheering on Andy Murray.
Vicky Jacobs, managing director at RKCR/Y&R, said “We’re inviting users to explore the rich diversity of Britain through sound – both the sounds of individual British locations and the soundtrack of Rudimental, who really do represent the eclectic contemporary Sound of Great Britain.”
An interactive online version of the ad takes things a step further, allowing users worldwide to create their own personalised advert and itinerary for their trip to Britain, which they are encouraged to share on Facebook, Twitter and Weibo.
VisitBritain's marketing director, Joss Croft, said: "We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.
“This ad is something a little bit different and we hope it conveys the humour and character of a modern, confident Britain.”
VisitBritain will seed its new ad across a variety of sites including YouTube, Spotify and Baidu.
Only last week it launched its first ever bespoke American TV ad, in partnership with the online travel agency Expedia.
Shot in Scotland, Wales and London, the fairytale-themed ad encouraged viewers to 'Find Your Storybook' and first aired during the CBS special 'The Night That Changed America: A Grammy Salue to the Beatles'.