VisitBritain has teamed with StudioCanal ahead of the Paddington movie launch, to urge tourists to “See Britain through Paddington’s eyes”.
Forming part of the wider ‘Britain is Great’ campaign, the campaign will encourage visitors to take their own selfies at locations around the country using the hashtag #PaddingtonsBritain.
Following the adventures of the famous marmalade-loving bear who arrives at Paddington Station from Peru, the film will also feature VisitBritain branding.
Joss Croft, marketing director at VisitBritain said: “This film is a huge opportunity that we really could not let slip through our paws. The power of set-jetting is an important element in driving incremental tourism with the right film acting as free advertising, so we do all we can to capitalise on that. The film demonstrates the warm welcome that Britain delivers to all our visitors - albeit in this case an ursine Peruvian.
“We have worked closely with StudioCanal from the outset and have even agreed an element of product placement for the Great campaign. Paddington Bear is popular all over the world with people of all ages, giving us the opportunity to inspire a wider pool of visitors to come in greater numbers and to spend more money across the whole of Britain.”
The campaign will cover global PR, digital and social media activity on Facebook and Yahoo.