The world’s most renowned secret agent is set to take on a new mission this week, as VisitBritain uses Global James Bond Day to launch its biggest ever film tourism campaign around the long-awaited Bond blockbuster SKYFALL. The campaign helps celebrate the 50th anniversary of 007 with a worldwide push around the longest running film franchise in cinematic history.
To capitalise on the global fascination with James Bond, VisitBritain is undertaking an extensive marketing campaign in 21 countries to encourage 007 fans to head to Britain – the home of Bond - for their next holiday. This will see the national tourism agency roll out a string of cinema, press and outdoor advertising developed around the slogan “Bond is GREAT Britain”.
Fifty years on from DR NO first appearing in cinemas around the world, SKYFALL, the 23rd Bond film, will be released at the end of the month. The movie sees Daniel Craig reprise his role of 007, with Britain’s Sam Mendes directing the new action film. VisitBritain Ambassador Dame Judi Dench will once again play M, the head of MI6.
SKYFALL is set to be one of the most British Bond films yet, shot at iconic London locations, including the National Gallery, Whitehall and Greenwich, as well as in Glencoe and Glen Etive in the Scottish Highlands where Ian Fleming’s family once owned a home.
Capturing the adventure and excitement of 007, VisitBritain’s image campaign includes its first ever film tourism ad to be shown in cinemas in key inbound markets like Australia, Brazil, Germany and the US. A number of billboards declaring “Bond is GREAT Britain” will also remind the people of Los Angeles that there is no better time for them to come to Britain and explore the home of the world's most dashing secret agent.
To coincide with the 50th anniversary celebrations, VisitBritain will launch an online SKYFALL experience called ‘Agent UK’, designed to engage with the large digital and social media following that the national tourism agency already enjoys. Those taking part will undertake five online missions across the UK which will lead them to identify the location of where they believe a rogue agent is in hiding. One lucky global winner will be flown to the UK courtesy of British Airways and treated to a luxury James Bond-inspired experience.
Around the release of the SKYFALL film, a sweepstake competition in each of the 21 markets that VisitBritain operates will also get underway. Winners will visit the UK where they will get the chance to “Live Like Bond”, That will include a private behind the scenes tour of the Aston Martin headquarters and a master class to learn how to make the perfect Martini. Guests will enjoy a three night stay at the Radisson Blu Edwardian Hotel in London.
Britain’s rich heritage and culture, along with its film expertise all combine to make the UK an ideal location for filming, something which has been drawing film-makers to Britain for years. On average, 120 million people worldwide will see a blockbuster film in the first three weeks of it opening and research shows that film locations are a major draw for overseas tourists. VisitBritain research shows that just under half of potential visitors to Britain want to visit places they have seen featured in films or TV.(1)
Sandie Dawe, Chief Executive of VisitBritain said: “007 has orchestrated many critical missions for Queen and country - including escorting Her Majesty to the fantastic Opening Ceremony of the London 2012 Games - so it is only right that we call upon his services now to encourage more people to holiday in Britain. That is a worthy challenge and one that we feel is well on track following an outstanding 2012 that has thrust Britain into the limelight like never before."
For more information contact:
VisitBritain Media Teampressandpr@visitbritain.com