VisitBritain launches its biggest ever film tourism campaign tomorrow
BestMediaInfo Bureau | Delhi | October 4, 2012
On Friday, October 5 â Global James Bond Day â VisitBritain will launch its biggest ever film tourism campaign, centered around the release of Albert R. Broccoliâs EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainmentâs SKYFALLâ˘, the 23rdÂ James Bond adventure, in theatres worldwide this fall.
To capitalise on the global fascination with James Bond, VisitBritain is undertaking an extensive marketing campaign in 21 countries to encourage 007 fans to head to Britain â the home of Bond â for their next holiday. This will see the national tourism agency roll out a string of cinema, press and outdoor advertising developed around the slogan âBond is GREAT Britainâ.
The extensive international production ofÂ SKYFALLÂ filmed inÂ iconic London locations, including the National Gallery, Whitehall and Greenwich, as well as Glencoe and Glen Etive in the Scottish Highlands where Ian Flemingâs family once owned a home.
Capturing the adventure and excitement of 007, VisitBritainâs image campaign includes its first everÂ film tourism ad, which will be shown in cinemas in key inbound markets like Australia, Brazil, Germany and the US. A number of billboards declaring âBond is GREAT Britainâ will also remind people that there is no better time for them to come to Britain and explore the home of the world's most dashing secret agent.
To coincide with celebrations for the 50thÂ anniversary of 007, VisitBritain will launch an onlineÂ SKYFALLÂ experience called âAgent UKâ, designed to engage with the large digital and social media following that the national tourism agency already enjoys.Â Those taking part will undertake five online missions across the UK, which will lead them to identify the hidden location of a rogue agent.Â One lucky global winner will be flown to the UK courtesy of British Airways and treated to a luxury experience.
Around the release ofÂ SKYFALL, a sweepstakes competition in each of the 21 marketsin which VisitBritain operates will also get underway. Winners will visit the UK where they will get the chance to âLive Like Bondâ â including a private behind the scenes tour of the Aston Martin headquarters and a master class to learn how to make the perfect martini. Guests will enjoy a three night stay at the Radisson Blu Edwardian Hotel in London.
Britainâs rich heritage and culture, along with its film expertise all combine to make the UK an ideal location for filming, something which has been drawing film-makers to Britain for years. On average, 120 million people worldwide will see a blockbuster film in the first three weeks of it opening and research shows that film locations can be a major draw for overseas tourists. VisitBritain research shows that just under half of potential visitors to Britain want to visit places they have seen featured in films or TV.(1)
SandieDawe, Chief Executive of VisitBritain said, â007 has orchestrated many critical missions for Queen and country - including escorting Her Majesty to the fantastic Opening Ceremony of the London 2012 Games - so it is only right that we call upon his services now to encourage more people to holiday in Britain. That is a worthy challenge and one that we feel is well on track following an outstanding 2012 that has thrust Britain into the limelight like never before.â
Ian FlemingâsÂ James Bond 007 is back in SKYFALLâ˘,Â the 23rd adventure in the longest-running film franchise of all time.Â In SKYFALL, Bondâs loyalty to M is tested as her past comes back to haunt her. Â As MI6 comes under attack, 007 must track down and destroy the threat, no matter how personal the cost.Â The film is from Albert R. Broccoliâs EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment.Â Directed by Sam Mendes.Produced by Michael G. Wilson and Barbara Broccoli.Â Written by Neal Purvis & Robert Wade and John Logan.