The campaign is set to roll out internationally, with the aim of attracting visitors from key markets including the US, Australia, the Gulf Co-operation Council (GCC) countries, France, and Germany. The stunning four-minute launch film, first teased at VisitBritain’s annual showcase event at Hampton Court Palace, takes viewers on an unforgettable journey through the real-life film sets that have captured audiences' imaginations worldwide.
The Power of Film and TV in Travel Inspiration
VisitBritain’s global marketing director, Robin Johnson, explains that the campaign taps into the growing trend of film and TV tourism, where popular shows and movies influence travel decisions. “Film and TV have become major drivers of travel. Whether it’s shows like Bridgerton or White Lotus, or iconic films such as Harry Potter, more and more travellers are inspired to visit locations made famous by the screen,” Johnson said.
The UK’s flourishing film and TV industry, with billions of pounds being invested by major studios, makes it a hub for creative production. With nearly as much production taking place as in California, the UK has become a global destination for film lovers and those wanting to see cinematic landscapes up close.
Explore Iconic Film Locations Across the UK
The Starring GREAT Britain campaign takes viewers on a cinematic tour through England, Scotland, and Wales. From the cobbled streets of Bridget Jones’s Diary to the spellbinding landscapes of Harry Potter, the UK offers an unrivalled array of film locations. With a rich tapestry of breathtaking scenery, historical landmarks, and vibrant cityscapes, there’s no better way to experience Britain than by stepping into the scenes that have captivated moviegoers for decades.
The campaign will showcase destinations across the UK that have played a starring role in some of the world’s biggest blockbusters, including:
- The Scottish Highlands in Harry Potter
- St Pancras Station in Mission: Impossible – Fallout
- Oxford’s Bodleian Library in The Harry Potter series
- Notting Hill in Notting Hill and Paddington
- Glenfinnan Viaduct in Harry Potter and the Chamber of Secrets
For every fan of Spider-Man, Mary Poppins Returns, Fast & Furious, or Succession, these locations provide an unforgettable experience of the cinematic world we know and love.
Targeted Campaign to Five Key Markets
VisitBritain is focusing on five key markets to promote this campaign: the US, Australia, the GCC countries, France, and Germany. According to VisitBritain’s screen tourism research, more than 90% of potential visitors are keen to visit film and TV locations when traveling to the UK. The campaign’s success will be measured by its impact on the UK economy, with VisitBritain aiming to drive £15-£18 of value for every pound spent on public funding.
The UK government has highlighted the importance of tourism, with the sector contributing £74 billion (AU$147 billion) to the economy. Tourism Minister Sir Chris Bryant expressed confidence that this new initiative will help grow the sector even further, with a goal to attract 50 million visitors annually by 2023.
A Multimedia Global Campaign
The Starring GREAT Britain campaign will run across multiple platforms, including digital billboards in high-traffic locations like Gare du Nord Station in Paris and Kurfürstendamm in Berlin. The campaign will also feature branded content on social media and drive traffic to VisitBritain’s global consumer website. Here, visitors can explore film-themed itineraries, ranging from romance to fantasy, action to adventure, all designed to inspire and extend travel experiences.
One of the highlights of the campaign is a digital map that links film-inspired locations and experiences across the UK, encouraging visitors to expand their itineraries and explore new regions. With support from partners like Expedia Group, VisitBritain aims to boost bookings in Australia, the US, France, and Germany.
Book Your Film-Inspired UK Holiday
For those looking to experience the magic of the screen firsthand, VisitBritain’s Starring GREAT Britain campaign makes it easier than ever to plan a trip to the UK. Whether you’re a die-hard Harry Potter fan or a Bridget Jones enthusiast, this is your chance to visit the iconic locations that have brought these stories to life.
As the campaign unfolds, it will continue to inspire global travellers to explore Britain’s rich history, stunning landscapes, and world-famous film sets. So, what are you waiting for? Start planning your UK adventure today and experience the beauty of GREAT Britain through the lens of some of the most iconic films and TV series of all time.
Don’t miss your chance to walk in the footsteps of cinematic legends—Starring GREAT Britain awaits!
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