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Britain’s national tourism agency, VisitBritain, has enlisted the help of actors Judi Dench, Rupert Everett and Dev Patel, fashion icon Twiggy and chef Jamie Oliver for a new global TV campaign that marks the start of a four-year marketing programme.
The campaign will be targeted at Britain’s key inbound tourism markets that are currently delivering revenue, including the US and near Europe, as well as growth areas for the future, such as China and India.
Shot all around Britain, the ads will be seen on BBC World News in Europe and on BBC America and on slots donated by the Wimbledon Lawn Tennis Museum across the Americas and Asia.
As part of a global deal with BBC Worldwide covering international TV and digital platforms, the ads will be seen on BBC.com, the international version of the website.
VisitBritain will also become the first advertising partner on BBC Worldwide’s global iPlayer pilot. The ad will appear on the service to be launched as an app on Apple’s iPad later this year.
The ads will be complemented by short films from each of the celebrities, filmed at a location of their choice in which they issue a personal invitation. These films will be shown on VisitBritain’s websites VisitBritain.com and VisitBritain.tv, and on third-party websites such YouTube.
VisitBritain’s investment in its new four-year tourism marketing programme is being match-funded by partners such as American Express, British Airways, DFDS Seaways, easyJet, Hilton, Lastminute.com, P&O Ferries, Radisson Edwardian and Wimbledon Lawn Tennis Museum.
“This is our first global TV campaign for 10 years and marks the start of an ambitious marketing programme,” said Sandie Dawe, chief executive of VisitBritain. “With the eyes of the world on us, we have an unprecedented opportunity to showcase Britain and then to close the sale with great travel deals and offers from our partners.
“This campaign aims to inspire visitors to come and explore for themselves. Over four years, we aim to attract 4 million extra overseas visitors, who will spend £2 billion across Britain.
“These films and TV adverts are just the start – in the next few months we will roll out the invitation from the industry and from the British public. This is Britain’s moment – and, working with our partners, VisitBritain plans to capitalise on that.”