VisitBritain has followed in the footsteps of California by launching an advert featuring various celebrities associated with the nation.
The adverts include celebrities such as Dame Judi Dench, Twiggy and Rupert Everett, who give reasons to visit Britain, with voice overs by Bond villain Toby Stephens.
They will be shown in countries such as the USA, China, India and countries near Europe.
Alongside the adverts, as part of a marketing push aimed to bring four million more visitors to Britain in the next four years, mini-films of the stars talking about why they think people should visit, filmed in their favourite locations have been released on the VisitBritain and sites such as YouTube, with the advert also shown on BBC Worldwide.
Twiggy, filmed at Tate Modern and the Millennium Bridge, said: “I think we’ve got such an amazing stable of designers now that all the world looks to…and we are brave…we go for it and there are always new things…it’s brilliant. Britain is in my heart and soul.”
Dev Patel, filmed in Leicester Square, said: “Britain is really cutting edge. We are at the forefront of fashion; we have the underground music scene and great fusion music, which I’m really in to. It’s a melting pot of different cultures and a place where you can really express yourself. This place is buzzing, energetic, boisterous and always full of people, and everyone is just having a good time.”
While the focus seems to be on England, specifically London, the adverts also feature images from the rest of Britain, looking at Edinburgh Castle in Scotland and Snowdon in Wales.
The films and adverts mark the start of VisitBritain’s new tourism marketing programme, which will run for four years. The agency’s investment is being match-funded by partners such as American Express, British Airways, DFDS Seaways, easyJet, Hilton, Lastminute.com, P&O Ferries, Radisson Edwardian and Wimbledon Lawn Tennis Museum.
Sandie Dawe, Chief Executive of VisitBritain, said: “This is our first global TV campaign for ten years and marks the start of an ambitious marketing programme. With the eyes of the world on us, we have an unprecedented opportunity to showcase Britain and then to close the sale with great travel deals and offers from our partners. This campaign aims to inspire visitors to come and explore for themselves. Over four years, we aim to attract 4 million extra overseas visitors, who will spend £2 billion across Britain.
“These films and TV adverts are just the start – in the next few months we will roll out the invitation from the industry and from the British public. This is Britain’s moment – and, working with our partners, VisitBritain plans to capitalise on that.”