According to research conducted by VisitBritain in 20 overseas markets, nine out of ten people who are interested in visiting Britain would be keen to see film and TV locations as part of their trip. This learning has underpinned the tourism organization’s new campaign called Starring Great Britain, which taps into the popularity of screen tourism (tourism that uses filming locations, sets and experiences as the main selling point).
The campaign lets the entertainment do the talking. The central ad has been directed by Tom Hooper, the Oscar-winning filmmaker behind The King’s Speech and Les Misérables, who has dipped into the archive of entertainment shot in Britain to bring the idea to life. Clips from the likes of Succession, Bridget Jones and Spiderman have been spliced together with new shots of everyday people. There’s also a particularly enjoyable Mission Impossible and Paddington mash-up.