VisitBritain leverages Kingsman: The Golden Circle experience to drive transatlantic tourism

Kingsman drives visits to UK

20th Century Fox's latest adaptation the Kingsman property has birthed a collaboration with Visit Britain in the form of an investigative, interactive quiz.

Looking to drive transatlantic visitors to Great Britain, the tourism board has worked with Fox and Expedia Media Solutions. Matthew Vaughn has returned to direct the sequel to Kingsman, a movie adapted to the big screen from comic book auteur Mark Millar – who recently took up shop with media giant Netflix.

A wide-reaching campaign will culminate in a Kingsman takeover of a bespoke VisitBritain Expedia content platform, which will serve to publicise both the movie and British tourism.

Provided on the site is themed content, behind the scenes, and of course, the ability to create a visit itinerary which can be shared with friends through social media. Visitors to the site can also test their secret service skills in an interactive game featuring scenes from the film, furthermore, baiting this drive is a competition offering a to Britain.

Gavin Landry, executive vice president Americas, VisitBritain, said: “Britain is home to some of the world’s most-loved secret agents and their thrilling adventures. Our stunning landscapes and iconic cityscapes provide captivating backdrops for their adrenaline-induced undertakings and dashing lifestyles, from buying suits at Savile Row to hatching plots and sipping whiskey in the Scottish Highlands.

“Our collaboration with Expedia and 20th Century Fox on Kingsman: The Golden Circle is a fantastic opportunity to promote to US audiences adventurous and spy-inspired destinations that can only be experienced in Britain and convert that inspiration to visit into a booking.”

Andrew van der Feltz, director of Expedia Media Solutions, said: “Building on the success of our multi-year marketing partnership with VisitBritain, we are thrilled to incorporate the exciting new Kingsman film to our bespoke online campaign as a way to showcase more of the iconic landmarks and cultural experiences in the country, and continue inspiring and encouraging visitation to Great Britain.

“Our custom studies show that more than 50% of US millennials are planning and booking travel on an online travel agency and the spy-inspired, gamified content is a creative way to inspire people to travel to Britain, while also helping them easily plan and book their itinerary.”

Research by VisitBritain shows that films are powerful motivators for travel, with more than a third of all potential visitors to Britain wanting to visit places they have seen in movies or on TV.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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