Julia Roberts, Hugh Grant and a big red London bus were the stars of the show as VisitBritain celebrated the launch of their new global marketing campaign last night.
Select invitees gathered at The Langham Sydney to learn more about the ‘Starring GREAT Britain’ initiative, which was unveiled recently.
Australia is one of only five international markets chosen to feature the new promotion, which uses characters and scenes from favourite film and TV moments to inspire visitors to visit Britain.
VisitBritain’s latest forecast estimates 1.3 million visits from Australia to the UK in 2025 with those visitors spending £1.8 billion on their trips.
The launch film includes scenes from Mission: Impossible, Bridget Jones, House of the Dragon, Harry Potter, Paddington and Fast & Furious. It takes viewers on a cinematic journey through Britain, giving them a front row seat to the destinations at the heart of the on-screen action.
“One of the phenomenal things about this campaign is that it leverages the power of film and TV to inspire international visitors to choose Britain for their next adventure,” said Edward Kitt, Deputy Consul General, British Consulate Sydney.
“How fitting that 86% of Aussie travellers surveyed by VisitBritain who are thinking about a trip to Britain said they were keen to visit film and TV locations, of which there are many in Britain.
“Tourism and the creative industries are both huge growth industries and the UK’s capacity to host major film and TV productions and its world class production facilities boosts the range of screen related visitor experiences and locations.”
Following a screening of the film, media, Visit Britain staff and members of the British Consulate boarded a London bus and headed to Barangaroo for a special screening of the British classic Notting Hill.
“Film, TV and tourism have lots in common,” added Mr Kitt. “They bring people together, they foster emotional connections and they can transport us to new places, experiences and adventures.
“There are so many film and TV inspired adventures for you to come and experience right now in Britain and the best part, no doubt, is that you can experience it all in one trip.”
https://www.visitbritain.org/starring-great-britain
