VisitBritain, the United Kingdom’s national tourism agency, together with travel company Expedia, have launched a campaign to boost UK tourism. The “Got the Shot” campaign aims to draw international visitors by leveraging famous film and TV locations across the UK.
“Got The Shot”: The Best of Britain
The “Got the Shot” campaign specifically gfhighlights the cinematic views of the regions of North East England, Scotland, and Wales. In particular, the campaign targets Travelers from Australia, France, Germany, and the USA, aligning with VisitBritain’s broader “Starring GREAT Britain” strategy.
According to VisitBritain, film and TV play a crucial role in travel plans. Specifically, studies reveal that 90 percent of visitors want to explore destinations they’ve seen on the big and small screen. Hence, this campaign taps into that interest by featuring a series of videos promoting Britain’s iconic filming locations.
An Immersive Travel Experience
The three-part video “Got The Shot” series, directed by BAFTA award-winner Chris Faith, brings a fresh and humorous approach to travel storytelling. Starring comedy duo Lara Ricote and Stevie Martin, the videos blend entertainment with wanderlust.
Specifically, the content aims to engage viewers and drive bookings, as cinematic destinations can make unforgettable travel experiences.
Correspondingly, each episode focuses on a different UK region and its connection to popular film genres. The campaign not only promotes these locations but also enhances travelers’ understanding of Britain’s diverse landscapes and historical depth.
“Got The Shot”: Iconic Locations
The first episode highlights Scotland, where Glasgow creates the perfect backdrop for spy thrillers. Scotland’s rugged beauty has made it a favorite among filmmakers, from James Bond films to international TV hits.
Meanwhile, the second video explores Wales, focusing on Bannau Brycheiniog National Park and Cardiff, both famous for their epic fantasy settings. These breathtaking landscapes have been featured in productions like “Doctor Who” and “His Dark Materials,” making them a dream destination for fans.
Lastly, the third video highlights Durham and Newcastle, showcasing their rich history and connections to period dramas. The Beamish Museum, a popular living-history museum, plays a key role in the campaign, bringing the past to life.
Expedia’s Digital Strategy
Expedia has created an interactive digital experience to support the “Got the Shot” campaign, featuring market-specific microsites. These platforms showcase travel deals, curated itineraries, and exclusive content, making it easier for viewers to book trips.
Additionally, the campaign’s immersive advertising approach ensures travelers see relevant promotions across multiple digital channels. By connecting storytelling with direct booking options, VisitBritain and Expedia aim to convert interest into actual visits.
Driving Tourism Growth
Industry leaders expect the campaign to boost visitor numbers and increase spending across the UK.
VisitBritain CEO Patricia Yates emphasized the importance of promoting lesser-known regions. She stated that “Got the Shot” is an opportunity to showcase Britain’s rich cultural heritage while driving visits beyond traditional tourist hotspots.
“From our stunning countryside, our rich heritage and history to our vibrant cities, Britain is the backdrop to so many great stories,” Yates said. “’Got the Shot'” inspires visitors to put themselves in the picture and book a trip to Britain today.”
Rob Torres, Senior VP at Expedia Group Media Solutions, echoed this sentiment, highlighting how digital innovation can transform tourism marketing. By leveraging Expedia’s global reach, the campaign ensures maximum visibility in key markets.
Photo by Mitchell Orr on Unsplash
