VisitBritain, in collaboration with Expedia Group, has launched the ‘GOT THE SHOT’ campaign to promote regional destinations in the North East of England, Scotland, and Wales. Running from February to March, the campaign targets travellers from Australia, France, Germany, and the USA, encouraging them to book trips to Britain. As part of VisitBritain’s larger ‘Starring GREAT Britain’ initiative, the campaign leverages the power of screen tourism to showcase the country’s cinematic landscapes.
Screen tourism has proven to be a strong motivator for travelers, with research indicating that over 90% of potential visitors are interested in exploring film and TV locations. To capitalise on this, the campaign features a three-part video series directed by BAFTA award-winning Chris Faith. The series follows comedy duo Lara Ricote and Stevie Martin as they embark on an adventure across Britain, scouting locations for different movie genres. Their journey takes them through Wales for epic fantasy battles, Scotland for spy thrillers, and the North East of England for classic period dramas.
The campaign highlights key destinations such as Durham, Newcastle, Glasgow, Loch Fyne, Cardiff, and Bannau Brycheiniog National Park. Alongside the video series, immersive digital ads and a dedicated Expedia hub with market-specific microsites aim to convert travellers inspiration into bookings. By integrating visual storytelling with digital marketing, VisitBritain and Expedia are making it easier for international travelers to discover and plan their trips to Britain’s most picturesque regions.
Inbound tourism remains a significant contributor to the UK economy, with visitor spending projected to reach GBP 32.5 billion in 2024. The ‘GOT THE SHOT’ campaign not only showcases Britain’s diverse landscapes and cultural heritage but also strengthens the country’s position as a top global travel destination. By combining cinematic appeal with strategic marketing, VisitBritain and Expedia are driving tourism growth while offering travelers unforgettable experiences in Britain’s most scenic locations.
