VisitBritain is set to launch its biggest ever film tourism campaign on Friday 5 October, when it begins to market the next Bond film, Skyfall, by encouraging fans to holiday in Britain.
The campaign, which will be featured in 21 countries, features the slogan “Bond is GREAT Britain”, and urges fans to ‘live like Bond’ by coming to Britain.
VisitBritain’s image campaign includes its first ever film tourism ad, which will be shown in cinemas in key inbound markets like Australia, Brazil, Germany and the US.
Sandie Dawe, chief executive of VisitBritain said: “007 has orchestrated many critical missions for Queen and country - including escorting Her Majesty to the fantastic Opening Ceremony of the London 2012 Games - so it is only right that we call upon his services now to encourage more people to holiday in Britain.
“That is a worthy challenge and one that we feel is well on track following an outstanding 2012 that has thrust Britain into the limelight like never before.”
In order to celebrate 50 years of Bond, VisitBritain will also launch an online SKYFALL experience called ‘Agent UK' to engage with its digital and social media following, with those taking part undertaking five online missions across the UK to find a ‘rouge agent’. A global winner will be flown to the UK courtesy of British Airways.