VisitBritain turns to Paddington in latest promotional campaign
POSTED 26 Oct 2017 . BY Tom Anstey
VisitBritain has partnered with StudioCanal on the campaign, which will be driven through an online hub and on social media Credit: StudioCanal
VisitBritain is turning to a bear from Peru to boost tourism, with a new film campaign inspired by the upcoming release of Paddington 2.
Last year set a record for inbound tourism to Britain on visits and spend, with 37.6 million visits up 4 per cent on 2015, and visitors spending £22.5bn (US$29.8bn, €25.1bn), up 2 per cent.
The Paddington sequel, based on the children’s book series by English author Michael Bond, follows the young bear as he explores London. Among the many iconic locations featured in the film are Tower Bridge, St Paul's Cathedral, London Paddington station, Portobello Road and Little Venice.
VisitBritain has partnered with StudioCanal on the campaign, which will be driven through an online hub and on social media. Visitors to the hub will able able to view Paddington-themed content, including an interactive marmalade-inspired menu, and bookable visitor experiences. Promoting ease of travel around the UK, the campaign also includes a competition to win a family trip to Britain to explore London by train.
“With his distinctive blue coat and his love of marmalade, this Peruvian bear, who made Britain his home, helps to inspire visitors from around the world to come and explore the wonderful and exciting experiences that the UK has to offer,” said Clare Mullin, VisitBritain’s director of marketing.
"Our collaboration with StudioCanal is a fantastic opportunity to promote to a global audience of millions the fun and adventurous destinations that can only be experienced on a trip to Britain, be it afternoon tea in central London, taking a stroll around one of the many parks and gardens, or catching a train for a new adventure from Paddington station.”
According to VisitBritain research, pop culture is a powerful motivator for travel, with more than a third of all potential visitors to Britain wanting to visit places they have seen in film or on TV.
Ireland and Northern Ireland have both capitalised on this trend, focusing tourism campaigns around the Star Wars and Game of Thrones franchises.
UK sees record tourist numbers as exchange rate falls POSTED 10 Oct 2017. BY Tom Anstey Overseas visits to the UK hit a record 23 million in the first seven months of the year,
according to new figures from VisitBritain.
Tourism industry launches strategy to boost growth post-Brexit POSTED 04 Oct 2017. BY Rob Gibson The Tourism Sector Deal – a strategic plan developed by a consortium of leading tourism
organisations – has been launched to help grow tourism in the UK post-Brexit.
£2.5m ‘staycation’ campaign to target young UK adults POSTED 11 Sep 2017. BY Tom Walker VisitBritain as launched a UK-wide campaign to encourage the country’s young adult
population to take their holiday at home.
Weak pound attracts record number of visitors in June POSTED 18 Aug 2017. BY Tom Walker The UK attracted a record number of overseas visitors during June – thanks largely to the collapse in
the value of the pound since the Brexit vote.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
VisitBritain turns to Paddington in latest promotional campaign
POSTED 26 Oct 2017 . BY Tom Anstey
VisitBritain has partnered with StudioCanal on the campaign, which will be driven through an online hub and on social media Credit: StudioCanal
VisitBritain is turning to a bear from Peru to boost tourism, with a new film campaign inspired by the upcoming release of Paddington 2.
Last year set a record for inbound tourism to Britain on visits and spend, with 37.6 million visits up 4 per cent on 2015, and visitors spending £22.5bn (US$29.8bn, €25.1bn), up 2 per cent.
The Paddington sequel, based on the children’s book series by English author Michael Bond, follows the young bear as he explores London. Among the many iconic locations featured in the film are Tower Bridge, St Paul's Cathedral, London Paddington station, Portobello Road and Little Venice.
VisitBritain has partnered with StudioCanal on the campaign, which will be driven through an online hub and on social media. Visitors to the hub will able able to view Paddington-themed content, including an interactive marmalade-inspired menu, and bookable visitor experiences. Promoting ease of travel around the UK, the campaign also includes a competition to win a family trip to Britain to explore London by train.
“With his distinctive blue coat and his love of marmalade, this Peruvian bear, who made Britain his home, helps to inspire visitors from around the world to come and explore the wonderful and exciting experiences that the UK has to offer,” said Clare Mullin, VisitBritain’s director of marketing.
"Our collaboration with StudioCanal is a fantastic opportunity to promote to a global audience of millions the fun and adventurous destinations that can only be experienced on a trip to Britain, be it afternoon tea in central London, taking a stroll around one of the many parks and gardens, or catching a train for a new adventure from Paddington station.”
According to VisitBritain research, pop culture is a powerful motivator for travel, with more than a third of all potential visitors to Britain wanting to visit places they have seen in film or on TV.
Ireland and Northern Ireland have both capitalised on this trend, focusing tourism campaigns around the Star Wars and Game of Thrones franchises.
UK sees record tourist numbers as exchange rate falls POSTED 10 Oct 2017. BY Tom Anstey Overseas visits to the UK hit a record 23 million in the first seven months of the year,
according to new figures from VisitBritain.
Tourism industry launches strategy to boost growth post-Brexit POSTED 04 Oct 2017. BY Rob Gibson The Tourism Sector Deal – a strategic plan developed by a consortium of leading tourism
organisations – has been launched to help grow tourism in the UK post-Brexit.
£2.5m ‘staycation’ campaign to target young UK adults POSTED 11 Sep 2017. BY Tom Walker VisitBritain as launched a UK-wide campaign to encourage the country’s young adult
population to take their holiday at home.
Weak pound attracts record number of visitors in June POSTED 18 Aug 2017. BY Tom Walker The UK attracted a record number of overseas visitors during June – thanks largely to the collapse in
the value of the pound since the Brexit vote.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
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