VisitBritain’s new global campaign, “Starring GREAT Britain,” aims to attract international tourists by showcasing famous film and TV locations. The campaign capitalizes on Britain’s cinematic heritage, featuring stunning destinations from blockbuster productions.
Bringing Britain to the Big Screen
Academy Award-winning filmmaker Tom Hooper was at the helm of the project, taking viewers on a journey through the UK’s most iconic filming spots. Specifically, it features scenes from Mission: Impossible, Spider-Man, Harry Potter, House of the Dragon and Succession. In collaboration with London creative agency Pablo London, the “Starring Great Britain” campaign highlights Britain as the star of global cinema.
Key Tourism Markets
The campaign aims to attract visitors from Australia, the Gulf Co-operation Council (GCC) countries, France, Germany, and the USA. To reach a global audience, VisitBritain has launched ads on digital billboards in Berlin, Paris, Dubai, and Saudi Arabia. The campaign also has social media component to ensure people from around the world engage with the material.
Research from VisitBritain shows more than 90% of potential visitors want to explore locations from their favorite films and shows. Tapping into this enthusiasm, the campaign invites travelers to experience Britain through its cinematic landscapes. By highlighting real-world destinations behind famous scenes, VisitBritain ultimately aims to boost tourism while supporting local businesses.
Britain’s Star Locations
Throughout the video, viewers get to explore a mix of historic landmarks, scenic countryside, and bustling cityscapes. In addition, visitors can follow in the footsteps of their favorite characters at locations such as:
- St. Paul’s Cathedral and Tate Modern Gallery, seen in Mission: Impossible – Fallout.
- Tower Bridge, featured in Spider-Man: Far From Home.
- Notting Hill and Portobello Road, immortalized in Notting Hill.
- Kenwood House in Hampstead, another Notting Hill filming location.
- Loch Shiel in Scotland, known as the Black Lake from Harry Potter.
Moreover, each location in Britain offers a unique blend of history, architecture, and cinematic magic.
Praise from Officials
Tourism Minister Sir Chris Bryant has praised the campaign, highlighting Britain’s status as a world-class filming destination. Furthermore, he emphasized that film and TV inspire millions to visit the UK.
“Our tourism industry is already worth GBP 74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of our breathtaking country,” said the minister.
“Supporting our Plan for Change, this will help to boost visitor numbers and spend, create opportunity in local communities and set the scene for the UK’s thriving visitor economy for years to come.”
Meanwhile, VisitBritain CEO Patricia Yates echoed this sentiment, stating, “Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract international visitors and drive their spending across our nations and regions, boosting local economies.”
With its rich cinematic landscape, Britain invites travelers to step into the scenes of their favorite movies and TV shows. The “Starring GREAT Britain” campaign ensures fans can experience the magic in real life.
Photo: YouTube/Love GREAT Britain
