VisitBritain has announced the appointment of RKCR/Y&R to create a new film campaign to promote Britain across the world.
The appointment comes following a competitive pitch through the government procurement service, with RKCR/Y&R being one of 10 agencies on the official government roster, and will look to extend the GREAT campaign.
Ben Kay, CEO RKCR/Y&R, said: “We’re incredibly excited to be working on a campaign that has already had such a significant impact on the reputation of Great Britain both at home and abroad. The next phase promises to push the idea further than ever before and we’re proud to be playing our part in it.”
The agency has been tasked to create a film campaign to attract overseas tourists, with the digital and TV campaign to run in France, Germany, the US, China, Brazil, India and Gulf States, supported by a dedicated public relations campaign.
Joss Croft, marketing director of VisitBritain, said: “After a competitive pitch with plenty of strong ideas we agreed that RKCR/Y&R were the agency to take us to the next stage of our award winning GREAT campaign. They came to us with new and innovative ideas that we believe will work to inspire more international travel to Britain and sustain the positive profile we’ve recently received.
“The Olympics captured the imagination of the public across the world, but now we need to win their hearts and convert the interest into bookings for Britain.”
The GREAT campaign unites Britain’s marketing activity overseas, with a recently launched print campaign looking to promote the film industry in the UK.