VisitBritain - "GOT THE SHOT" promoting UK regional destinations in North East England, Scotland, and Wales.
By focusing on lesser-known but equally cinematic destinations, the campaign taps into the growing trend of screen tourism, where travelers are inspired to visit locations featured in their favorite films and TV shows.
The campaign features a three-part mini-series starring comedians Lara Ricote and Stevie Martin, who embark on a genre-hopping road trip across Britain, exploring cinematic destinations and engaging with local experiences.
The campaign targets international travelers from Australia, France, Germany, and the USA, particularly those interested in film and TV locations.
TARGET AUDIENCE
About the
Campaign -
By focusing on lesser-known but equally cinematic destinations, the campaign taps into the growing trend of screen tourism, where travelers are inspired to visit locations featured in their favorite films and TV shows.
Core Theme of the Campaign -
1. Screen Tourism Appeal: The campaign capitalizes on the fact that over 90% of potential visitors are interested in exploring destinations featured in films and TV series.
2. Cinematic Road Trip: Lara and Stevie's journey includes visits to Wales for epic fantasy battles, Scotland for spy thrillers, and North East England for classic period dramas.
3. Featured Locations: Destinations highlighted include Durham, Newcastle, Glasgow, Loch Fyne, Cardiff, and Bannau Brycheiniog National Park.
4. Immersive Digital Content: The campaign includes immersive digital ads and a dedicated Expedia travel hub with country-specific microsites to facilitate travel planning and bookings.
5. Economic Impact: Inbound tourism is expected to generate £32.5 billion in visitor spending in 2024, highlighting the sector's significance to the UK economy.
6. Global Reach: By partnering with Expedia Group, the campaign leverages a global platform to reach a wide audience, inspiring them to book trips to Britain.
7. Visual Storytelling: The use of a mini-series format allows for engaging storytelling, showcasing Britain's landscapes and cultural experiences in a cinematic context.
8. Supporting Regional Tourism: By focusing on specific regions, the campaign aims to distribute tourism benefits more evenly across the country, promoting lesser-known destinations.