VisitBritain has launched a $162m global marketing campaign, which comprises of a TV ad, five short films, digital and social media activity. The UK celebrity campaign hopes to increase the number of tourists in the run up to, during, and after the Olympics.
With the brand message ‘You’re invited’, the campaign spotlights some famous British faces in an attempt to lure four million extra overseas visitors into the country.
Each of the stars has been chosen to promote a different aspect of the UK, for which they have their own personal take, to its global markets:
Judi Dench, actress – Britain’s heritage of castles and Shakespeare
Rupert Everett, actor – British theatre
Twiggy, fashion icon – the UK’s fashion credentials
Jamie Oliver, chef – British food culture
Dev Patel, actor – the multi-cultural and vibrant aspects of the UK (no video available)