Latest news with #StarringGreatBritain
Campaign ME
13-03-2025
- Entertainment
- Campaign ME
‘Starring Great Britain' leans into iconic TV, film destinations to entice GCC travellers
The national tourism agency VisitBritain has launched a global screen tourism campaign titled Starring Great Britain to inspire visitors from the GCC countries to choose Britain for their next trip and to explore more of its regions. The blockbuster-inspired short film campaign is directed by Academy Award-winning British director Tom Hooper. The film features iconic TV and film moments filmed across Britain, repositioning the country as the main star of the show. The campaign is running in cinemas across the UAE and Saudi Arabia, reaching audiences when they are most engaged with long-form video content. It also features on large digital billboards in high-traffic locations, from Dubai's City Walk hub to the Jeddah Corniche. 'Wider campaign activity includes paid advertising across our five most valuable inbound markets – including the GCC countries where the campaign features on high impact digital billboards in locations such as Sheikh Zayed Road alongside branded content across social media and YouTube,' says Robin Johnson, the Global Marketing Director at VisitBritain. 'To boost brand awareness in the UAE and Saudi Arabia, during February we implemented immersive takeovers in the high-footfall entertainment precincts City Walk in Dubai and the Jeddah Corniche in Saudi Arabia, both of which attract large, high value local audiences,' Johnson continues. Additionally, the campaign will also extend across digital and social media platforms, including Meta, Snapchat, YouTube, and Connected TV. ''Starring Great Britain' will take centre stage in these prime locations across 100 digital screens as well as on cinema screens in the precincts. Geo-targeting functionality on mobile phones will be used to target those in the precincts with consideration focused creative driving 'visit now' messaging after exposure to the awareness assets.' The advertising also directs viewers to a screen-tourism hub on VisitBritain's global consumer website with itineraries themed around film genres from romance to fantasy, or from action to adventure, encouraging visitors to broaden their itineraries, discover more regional destinations and stay longer. A digital map links to film inspired locations, attractions and experiences across the nations and regions. A range of resources is also available for travel trade in the GCC on VisitBritain's trade website, from images inspired by film and TV locations and genres, products available to book through the VisitBritain Shop and itineraries featuring trade-bookable product. Strategy and concept behind the campaign The campaign comes as VisitBritain's screen tourism research shows more than 9 out of 10 potential visitors to the UK would be keen to visit film and TV locations during a trip. The first phase of the international advertising campaign was launched on 20 January and will continue to run until the end of March 2025 in the GCC and is part of a longer-term screen tourism focus by VisitBritain. 'To amplify Britain's warm welcome with our GCC audience, the campaign creative and content have been produced in Arabic and will be distributed on paid media channels such as Snapchat,' Johnson says. 'These channels have been carefully selected, based on previous campaign effectiveness, to resonate strongly with our target audience. The campaign is in market across Ramadan, prioritising digital platforms when GCC nationals spend an increasing amount of time on digital media at home, seeking travel inspiration and searching ahead of Eid holiday celebrations.' Starring Great Britain draws on iconic film and TV moments from beloved and popular shows, from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Paddington to Fast & Furious to Mary Poppins Returns and more. The campaign leverages the connection between tourism and film to create a campaign that establishes an emotional connection between the GCC and Britain. 'Films, TV and tourism have a lot in common. They bring people together and they can transport us to new places, experiences and adventures. From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality, Starring Great Britain inspires our visitors from the GCC to put themselves in the picture, discover more and book a trip to Britain right now,' says Patricia Yates, CEO, VisitBritain. 'Building on this long-standing film and TV heritage, the campaign concept or brand message 'Starring Great Britain' brings Britain to the foreground, highlighting Britain as the 'real star of the show'. The campaign takes audiences on a journey beyond the silver screen, putting Britain's nations and regions and their incredible tourism experiences centre stage, inviting international tourists to experience the magic of film in real life by booking a trip,' says Johnson. Bringing film locations to life with Starring Great Britain The Starring Great Britain campaign showcases experiences and destinations tailored to the travel interests of the GCC audience. It features on-ground activations in Britain alongside targeted advertising in the GCC. 'We have also been working with international travel trade, media and content creators on 'Starring Great Britain' to build momentum for the campaign with activity including film and TV-themed visits (to generate content with press and influencers); targeted engagement; and in-market events,' says Johnson. 'For example, we hosted 16 international content creators on four film and TV genre-inspired (romance, action & adventure, mystery & drama and fantasy) visits across Britain to capture content for the campaign's launch, which included three influencers from the GCC countries.' VisitBritain invited tourism businesses, attractions and destinations across Britain to get involved in the campaign by sharing local screen tourism experiences across their own channels using #StarringGreatBritain. Measuring the success of the Starring Great Britain The 'Starring Great Britain' campaign launched in the GCC on 31 January and in its first two weeks alone generated more than 15 million video views across platforms including YouTube, Connected TV, social and mobile. 'The campaign's impact will be measured with the VisitBritain Brand Tracker, a primary research study of the target market population who travel internationally. The Tracker measures differences between those aware and unaware of the campaign, examining past behaviour and future intent over 12 months to account for international booking patterns,' says Johnson. 'Through our campaign evaluation on the Brand Tracker, we will determine total return on investment and incremental spend to Britain attributed to the campaign. The impact of press coverage, including reach and key message inclusion, will also be reviewed alongside social media engagement with our influencer campaign content,' Johnson concludes.
Euronews
05-03-2025
- Entertainment
- Euronews
From Succession to Spiderman: More film and TV locations you can visit in the UK
What do 'Harry Potter', 'Marvel', 'Mission Impossible' and 'Succession' all have in common? They were all filmed in Britain, in places you can visit. There's no shortage of opportunities to walk in the footsteps of your beloved characters. And the real destinations have become celebrities in their own right. In fact, more than 90 per cent of potential visitors to the UK are eager to explore a filming location during their trip. In January, Visit Britain officially launched its 'Starring Great Britain' campaign, kicking off with a blockbuster-inspired film that sees everyone from Tom Cruise to Zendaya take a backseat to the UK's bustling cities, serene lakes, and rolling green hills. Directed by Academy Award-winning British director Tom Hooper, the four-minute montage shines a light on Paddington Bear fleeing a moving train in the Lake District and Jude Law staging a river rescue on the Thames. Speaking at ITB Berlin 2025, Patricia Yates, CEO of Visit Britain encouraged travellers to 'come to Britain and put yourself in the picture'. 'This is a campaign that harnesses the power of film and TV and those emotional connections people have with what they see on screen,' she says. 'All around the country there are just amazing film locations that tell the story of Britain.' While Euronews Travel has previously reported on this fun campaign, highlighting where you can go to step into the real-world sets of 'Wonka, 'Bridgerton', and, of course, 'Harry Potter', we've got more film adventures up our sleeves. Read on to discover the true star of the show: the location. Sweep through London in Spiderman-style or have a drink down Bridget's local While you may not be able to swing from Tower Bridge like Spiderman, this iconic landmark over the River Thames is a must-see. A marvel of Victorian-era engineering and architecture, construction on the London landmark was completed in 1894, and 40,000 people now use it to cross the River Thames every day. See the city from a new perspective by strolling across its glass-floored walkways or enjoy the view from an open-top bus. Elsewhere in the capital, film enthusiasts can visit Bridget Jones' famous Southwark flat for a drink at The Globe Tavern pub and a jaunt around Borough Market, a popular destination for street food, wine bars, and restaurants. From here, you can meander along the South Bank, taking in sights like the Houses of Parliament, the Tate Modern Art Gallery, and Shakespeare's Globe, a reconstruction of the historic Elizabethan playhouse. Wales or Westeros? Step into dragon territory in North Wales Beyond London, Yates encourages travellers to get off the beaten path and explore lesser known coastal gems. 'We know London is a huge draw for international visitors, but there is much more to Britain,' she says. 'By using the power of what people have seen on screen we can encourage them to explore more of regional Britain, to go to those amazing beaches in Wales that they've seen on 'House of the Dragon', to follow the footsteps of 'James Bond' up to Scotland and to have a go at Quidditch like they've seen in 'Harry Potter'. Around 450 kilometres from the busy capital, the picturesque island of Anglesey in North Wales is dragon territory, with a sweeping shoreline that offers a wealth of activities from beach hopping to salt bathing. The 'Game of Thrones' spin-off, 'House of the Dragon' puts the Welsh landscape centre stage, with valleys, quarries and beaches setting a suitable ominous stage for the HBO show's fictional kingdom. One of the most popular beaches in Anglesey is Penmon Point, which is home to the Trwyn Du Lighthouse, built in 1838. Coastal scenes in season two were filmed near Penmon Priory, with Corlys Velaryon filmed sailing in the area. Nearby, Landdwyn Island is considered one of the most charming locations in Wales and was also featured in the spin-off. The island's ruined church was once home to Saint Dwynwen - the Welsh patron saint of lovers from the 5th century A.D. Get Fast and Furious in Edinburgh As seen in 'Fast & Furious 9' (F9), the Scottish capital of Edinburgh is brimming with culture and history. Known for its stunning architecture and the world-renowned Edinburgh Festival Fringe, the city centre was transformed into a high-speed playground in September 2019, with roaring supercars racing across 11 filming locations over 19 action-packed days. High-octane car chases and daring stunts took place in some of the city's most iconic spots, including Waterloo Place, located at the foot of Carlton Hill. Designed in the 19th century to serve as a grand entrance to the city, its Corinthian-columned buildings provided a dramatic backdrop for the thrilling car chases. For a more serene adventure, head to Arthur's Seat, an extinct volcano rising 251 meters above sea level in Holyrood Park. Strap on your hiking boots and enjoy a leisurely climb to the summit, where you'll be rewarded with stunning panoramic views of the city skyline. Walk with dinosaurs in Northumberland Head north to step into 400 hectares of woodland surrounding Cragside, an impressive Victorian home in Northumberland where 'Jurassic World: Fallen Kingdom' was shot in 2018. With manmade lakes, foaming waterfalls and swathes of rhododendrons, the fantasy mountain landscape is best visited in the summer months when temperatures hover around 18°C. We've got this far - but now we must again mention the most classic – and arguably magical – British film franchise. Just a 20-minute drive north from Cragside, and you'll happen upon Alnwick Castle for a dose of wizarding magic, as it appeared in the first two 'Harry Potter' films. The Outer Bailey sets the scene for the boy wizard's first flying lesson, while the Inner Bailey provides the setting for the infamous Whomping Willow scene, during which Harry and Ron crash land a flying car into its thrashing branches. Elsewhere in the Northeast of England, the stunning Durham Cathedral in Durham City also appeared in the 'Harry Potter' series, as well as 'Avengers: Endgame' and 'Avengers: Infinity War'. Climb the 325 winding spiral steps to the cathedral roof to experience breathtaking views of the city and river below.
Telegraph
17-02-2025
- Entertainment
- Telegraph
VisitBritain believes we care more about TV locations than national parks – it might be right
VisitBritain's latest global tourism campaign, Starring Great Britain, hopes to cash in on this country's increasing popularity as a backdrop for big-screen and internationally-streamed television shows. A four-minute launch film, directed by Academy Award-winning British director Tom Hooper, takes its cue from the blockbuster style, showing Tom Cruise climbing onto the roof of a posh train in Scotland and a holidaying couple interacting with Hugh Grant and Julia Roberts. The press blurb promises international visitors 'a cinematic journey through Britain, giving them a front row seat to the destinations at the heart of the on-screen action'. Backed by an £8 million advertising campaign in the UK's most lucrative inbound visitor markets – including Australia, the Gulf Co-operation Council (GCC) countries, France, Germany and the USA – it looks like a safe bet. Who hasn't bumped into flat-capped Peaky Blinders fans seeking out period warehouses? Birmingham 's visitor numbers increased by 26 per cent between 2013, when the first Peaky Blinders season aired on the BBC, and 2018. Almost as ubiquitous were the Poldark addicts trying to look dashingly windswept on Cornish clifftops – though the boom subsided as soon as the series folded. Films like Notting Hill and Braveheart and television series like Saltburn and Game of Thrones are widely reported to have put specific locations on the tourist map. Blue Badge guides working in cities have to offer location-scouting tours for UK as well as foreign guests. It makes psychological sense that people want to visit film locations. Just as folk in Chaucer's age longed to go on pilgrimages, so our secular world, which reveres A-list celebrity actors and even makes time for Z-list reality show participants, will naturally be drawn to sites where characters turned into superheroes, kissed, or went shopping. VisitBritain's list of promoted films includes Mission: Impossible and Paddington, pointing, respectively, to St Paul's and Portobello Road. Spider-Man: Far From Home, which uses Tower Bridge to good effect, also makes the cut. These blockbuster films have millions of fans, certainly, but it could be argued that these locations are hardly in need of a helping hand. 'We collaborated with the studios and the national tourism boards to ensure we represented all of Britain,' says Patricia Yates, the chief executive of VisitBritain. 'Our research shows that films and TV shows are powerful motivators for travel. With more than nine out of 10 potential visitors to the UK keen to visit places used in filming and seen on-screen, our new campaign is harnessing the huge draw of screen tourism to encourage people to explore more than just the honeypots.' In the interests of avoiding overtourism, it is to be hoped the film pilgrims follow the script. The organisation's consumer-facing website also highlights Bridgerton. Castle Howard in North Yorkshire reported that the number of visitors aged 18-24 to its website increased by more than 3,400 per cent after the series' release. Succession, and, of course, Harry Potter are being promoted – and, if they get people to go to West Wycombe and Eastnor Castle, that's all to the good. Did you know Bridget Jones: The Edge of Reason used Headcorn Aerodrome in Ashford, Kent, or that Jurassic World: Fallen Kingdom was filmed in Cragside, Northumberland? Were you aware that F9 (part of the Fast & Furious franchise) filmed scenes in the Scottish Lowlands, and that the Game of Thrones spin-off House of the Dragon was shot at quarries and beaches in Anglesey? Would a few seconds of celluloid fame make you visit such places? Film and television have a global reach and class-crossing appeal that other artistic forms can't match. Apart from Shakespeare, Wordsworth, the Brontës and Jane Austen, it's hard to think of British writers of the past who have the cultural kudos to draw in substantial visitor numbers. Books work through the imagination; readers dream up settings to a large extent. Films are more passive, and people can get quite excited about standing in the exact spot where a favourite scene unfolded. On-screen entertainment appears to deliver very quickly, generating intense social media activity and directing people to explore how they can take their response to the next level. Research from Netflix, published in December 2023 in collaboration with Skyscanner, showed global flight searches to filming locations were up by 53 per cent whenever a new season of The Crown was streamed. The research also showed that the hashtag #TheCrown drove in excess of six billion views on TikTok, and half of the Gen Z (18- to 24-year-olds) respondents surveyed were inspired to learn more about 20th-century British history after watching the show. Some academic research suggests that a direct cause-and-effect analysis is oversimplified and that the impact of a hit film on tourism is 'fractional' and 'diffuse'. It is also maintained that the market is fickle, and the effect of film varies greatly between destinations 'and that this is related to background causes independent of screen effects'. People might absolutely love a James Bond or Top Gun film, but they're not going to hop on a plane to Libya or Iran. More broadly, a lot of modern travel is about minimum effort for maximum Instagrammability – cheap show-off value, if you like. How many members of the mass market will make the effort of catching the (probably delayed) train to Scotland or Wales if they can get a perfectly shareable five-second video on Tower Bridge? Films use multiple locations, sometimes in a single scene, and will often fake it, using Liverpool's Victorian warehouses, for instance, to recreate 1940s Manhattan – as happened in Captain America: The First Avenger. The city's filming promotions department even has a dedicated page to tempt directors not willing to foot the higher bills stateside. But are ordinary tourists from New York, for example, going to fly to Liverpool to see a simulacrum of New York? Real film buffs, though, are a different breed – they are extremely knowledgeable, more generous with their leisure time and deeply curious. A trick has perhaps been missed. The internet is awash with fan sites detailing the precise details of shoots from decades of British film-making. The VisitBritain campaign could have been an opportunity to educate visitors, from the UK and overseas, and show them the depth of the country's cinematic heritage, while sending people to really off-beat destinations. I first went to see the old US Embassy on Grosvenor Square because I'd seen it in The Omen. I even took the Tube to All Saints' Church, Fulham, to see where Father Brennan was impaled on a lightning conductor. Monty Python's The Meaning of Life used back streets in Colne, Lancashire, to shoot the hilarious 'Every Sperm is Sacred' musical sketch. An American Werewolf in London employed the murk and mizzle-swathed moors of Powys in Wales to evoke the scarily grim British countryside – and the Black Swan pub in Ockham was The Slaughtered Lamb, where Brian Glover poured pints for a clientele of suspicious yokels. Get Carter, with its grim, murderous plot, made powerful use of amazing locations across Gateshead and the North East. With a tiny few exceptions – mainly in Scotland – the UK cannot compete with the likes of Monument Valley or Central Park in New York. But if you splice together the eccentric and the local, you get a truly fascinating film map of the country. I would much rather walk along a deserted beach thinking about Michael Caine and Britt Ekland than queue to enter a stately home or join a line climbing Snowdonia. The appeal of film is obvious. It's emotional, shared, memorable and glamorous. Tom Hooper's campaign promo film shows punters trying to put themselves in the frame of famous films using their smartphones. We are only a few small AI steps away from app-based VR and AR which will be able to show us the films in situ, with the real backdrop behind, and then show us alongside our favourite actors. But film steals thunder, and it replaces the need to go to places. Maybe next year's campaign could be Smartphone-free Britain – starring the actual cityscapes and landscapes rather than glammed-up versions featuring grinning Hollywood stars or gurning tourists.
BBC News
10-02-2025
- Business
- BBC News
Devon and Cornwall push for more international tourists
It is hoped visitor numbers to Devon and Cornwall from Japan could rise after a promotional tour of the two counties by tour operators from the east Asian country. The whistle-stop tour was arranged by Visit Britain and took in sights including St Michael's Mount, St Ives and Tjolle, from Visit England, said encouraging more tourists from overseas was a key way of boosting said international visitors generally spent three times more than domestic visitors - and that was "great for the economy". "It's very different to Tokyo," said Akiko Fujiseki, an online travel agent. "We're pretty sure Japanese tourists would be delighted to visit here. "It's a hidden gem, with a relaxing atmosphere and a good combination of historic buildings and beaches."Malcolm Bell, the former boss of Visit Cornwall, acted as the group's tour said Cornwall was "moving much more up the agenda" for overseas visitors."International visitors also tend to come to the UK all year round," Mr Bell said. Travel agent Aya Fujihara, from Gifu, said the south west was an amazing and beautiful place. "It's really important to showcase the wide variety that we have to offer, particularly the food and drink sector," said Abi Steel, tourism manager at Visit Cornwall."They absolutely loved it" she added, saying the group found meeting local food producers "really inspiring". The trip follows the launch of Visit Britain's Starring Great Britain campaign, which aims to attract more overseas visitors by highlighting areas which have featured in films and on TV."Tourism is a growth industry," said Patricia Yates, the CEO of Visit Britain and Visit England."International visitors are keen to come, we saw a 5% increase last year, with visitors spending £32.5bn," she added.
