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.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
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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.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
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IAAPA EMEA IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Alterface Alterface’s Creative Division team is
seasoned in concept and ride development,
as well as storyte [more...]
Clip 'n Climb Clip ‘n Climb currently offers facility owners and
investors more than 40 colourful and unique
Cha [more...]
QubicaAMF UK QubicaAMF is the largest and most
innovative bowling equipment provider with
600 employees worldwi [more...]
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
