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Monday, 15 May, 2017, 11 : 00 AM [IST]

Visit Britain launches international film tourism campaign ‘Where Stories Become Legends’

In the run-up to the release of the action adventure film King Arthur: Legend of the Sword, in cinemas from May 12, 2017, from Warner Bros. Pictures and Village Roadshow Pictures, VisitBritain has launched an international film tourism campaign to showcase Britain as a legendary tourist destination.

The six-week ‘Where Stories Become Legends’ digital campaign, a non-commercial partnership between VisitBritain and Warner Bros. Pictures, will inspire people to book a King Arthur-themed holiday to Britain using #OMGBLegends (Oh My Great Britain ‘Home of Legendary Moments’).

The campaign features behind-the-scenes video of writer/director/producer Guy Ritchie, writer/producer Lionel Wigram and the film’s stars Charlie Hunnam and Jude Law on location talking about the epic British landscapes used in King Arthur: Legend of the Sword and the emotions they inspire. The movie was filmed at Windsor Great Park and the Forest of Dean and Wye Valley in England, Snowdonia in Wales and Isle of Skye and the Highlands in Scotland.

Clare Mullin, Director of Marketing, VisitBritain, said, “From watching the sunset from the Old Man of Storr on the Isle of Skye to walking in King Arthur’s footsteps in majestic Snowdonia to retracing his story at Tintagel Castle in Cornwall, Britain’s epic scenery, ancient history and magical landscapes have the power to transform our holiday experiences into the stuff of legends. Our collaboration with Warner Bros. Pictures on King Arthur: Legend of the Sword is a fantastic opportunity to showcase to a global audience of millions the legendary experiences only available in Britain, inspiring people to book a trip right now to discover their own epic stories.”

‘Where Stories become Legends’ campaign will kick off with a six-week digital advertising campaign in Australia, France, Germany and the US, Britain’s four most valuable inbound markets. The media campaign will promote #OMGBLegends content online across Facebook, Instagram and Snapchat.

The campaign drives online ‘traffic’ to a VisitBritain King Arthur: Legend of the Sword site on visitbritain.com filled with information on British locations from the film and King Arthur-inspired holiday experiences available in 13 languages.

VisitBritain has been promoting Britain to the world through film for more than a decade, most recently as part of the UK Government’s Great Britain campaign. Last year, for inbound tourism the UK recorded 37.3 million visits, up 3.4% on 2015, with visitors spending GBP 22.2 billion, matching 2015’s record spend.

VisitBritain’s forecast shows that this growth is set to continue with 38.8 million visits this year, while spending by overseas visitors is predicted to reach GBP 23.9 billion. Tourism is worth GBP 127 billion to the UK economy.

 
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