VisitBritain is partnering the latest James Bond film Skyfall for a campaign in 21 countries.
The tourism body launches the campaign on Friday (5 October) with the slogan “Bond is Great Britain” and utilising cinema, press and outdoor advertising to encourage people to visit Great Britain.
Skyfall shows off iconic London locations, including the National Gallery, Whitehall and Greenwich, as well as Glencoe and Glen Etive in the Scottish Highlands and VisitBritain’s first film tourism ad will be shown in cinemas in key inbound markets, such as Australia, Brazil, Germany and the United States.
A number of billboards declaring “Bond is GREAT Britain” 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.
VisitBritain will also launch an online Skyfall experience called Agent UK for its digital and social media audience. The promotion offers participants the opportunity to take part in five online missions across the UK, which will lead them to identify the hidden location of a rogue agent. The global winner will be flown to the UK courtesy of British Airways and treated to a luxury experience.
There will also be a sweepstake competition in each of the 21 markets in which VisitBritain operates. Winners will visit the UK and have the chance to “Live Like Bond”.
VisitBritain is looking to capitalise on the legacy of the London Olympics that put a global spotlight on London and other parts of the UK. The opening ceremony for the Olympics included a clip of Bond visiting the Queen at Buckingham Palace and the 50th anniversary of the Bond film franchise is one of the opportunities that it is attempting to leverage.
Marketing director of the tourism body Laurence Bresh is resigning to take up an interim position at STA Travel.
Skyfall is produced and distributed by the partnership of EON Productions, Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment. It is released in the UK on 26 October.