Lights, camera, action!
A block-buster-inspired launch film has been created to take viewers on a cinematic journey through Britain, giving them a front row seat to the destinations at the heart of the on-screen action. Scenes filmed in Scotland, include from Harry Potter and Fast & Furious, as well as the chance to see experiences visitors can enjoy such as mountain biking, yoga and heritage train journeys.
As well as the film, the campaign uses a mix of channels to showcase destinations across Scotland, England and Wales as the backdrop to great stories, action and adventure. People will see the campaign on large digital billboards in locations from Sunset Boulevard in Los Angeles to Berlin’s famous Kudamm Avenue, from the City Walk hub in Dubai to the Jeddah Corniche in Saudi Arabia, alongside branded content across social media.
The campaign will run across the UK’s largest and most valuable inbound visitor markets - including Australia, the Gulf Co-operation Council (GCC) countries, France, Germany and the USA.
The campaign directs viewers to a dedicated webpage on VisitBritain’s global consumer website featuring a digital map and itineraries themed around film genres with inspired locations, attractions and experiences to discover more regional destinations and stay longer.