VisitBritain has today launched the second phase of its ‘You’re Invited’ marketing campaign, with ten unique 3D artworks leaving London for a worldwide tour to promote Britain overseas.
This follows the celebrity videos which launched the campaign in June. The third phase - an invitation from the British public – will be launched in late 2011
‘Great Britain 3D’ will see a series of partner-led travel offers being advertised in each of Britain’s main international tourism markets, with partners including BMI, DFDS Seaways, Hilton Worldwide, P&O Ferries and Radisson Edwardian Hotels.
The ten locations are Singapore, Sydney, Shanghai, Delhi, Calais, Utrecht, Stockholm, Milan, Los Angeles and Sao Paulo.
Sandie Dawe, chief executive of VisitBritain said: “Great Britain 3D is the first ever global tour of 3D art with the sole purpose of promoting a destination to an overseas audience. This is a fun, engaging and effective way of taking some of Britain’s most famous icons right into the heart of cities around the world.
“This marks an important new phase of our ‘You’re Invited’ campaign that is an open invitation to the world to come and join us before, during and after 2012.
“Working in partnership with the industry, our aim over the next four years is to secure £2 billion of extra spending by overseas visitors across Britain. That will see a whole range of great deals and new products launched to encourage those considering a visit to Britain that now is the time to do so and turn their plans into actions.”
The iconic images from England, London, Scotland and Wales, and created by 3D street artists Joe and Max, will feature in the ten canvases displayed in ten key locations around the world, with those who have their photo taken on the canvas entering into a competition that will include a pair of British Airways Club World return flights to the UK.
Drew Crawley, British Airways commercial director said:“We are delighted to be one of the lead partners with VisitBritain on this exciting and unique initiative. The launch of Great Britain 3D and the overall “Great Britain You’re Invited” campaign is a perfect opportunity for us to show the world why it is a great time to come to the UK and to fly with British Airways. Great Britain 3D will give our international audience a taste of one of the many iconic sights and experiences Britain has to offer.”
Tourism minister John Penrose said: “The tourism industry is leading the way in growing our economy, but the best is yet to come. VisitBritain’s ‘You’re Invited’ campaign is a brilliant way of promoting our country to overseas visitors, and I’m really pleased that the Abbey Road zebra crossing – which I recently gave ‘listed building’ status to – is one of the iconic images chosen. The Olympics and the Queen’s Diamond Jubilee will put us centre stage next year, but it’s good to remind visitors of all the other amazing things that Britain has to offer.”