VisitBritain launches marmalade-inspired tourism campaign ahead of Paddington 2

Wednesday 25 October 2017

VisitBritain has partnered with STUDIOCANAL to compel people to book an adventure-filled, marmalade-inspired holiday to the UK. The film is in Australian cinemas from 21 December 2017. 

The sequel follows Paddington 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’s digital and social media campaign drives online traffic to a campaign hub on Visitors to the site can explore Paddington-themed content, including a shareable interactive marmalade-inspired menu, and bookable bear-approved visitor experiences. 

The hub also features a ‘user-generated’ feed of content, with visitors encouraged to upload their own Paddington-inspired experiences in Britain, using #Paddington2 and #PaddingtonsBritain. 

VisitBritain/VisitEngland Director of Marketing Clare Mullin said: 

“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.” 

"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.” 

STUDIOCANAL Senior Promotions and Partnerships Manager Kate Lambert said:

“After an extremely successful partnership with VisitBritain for the release of the first Paddington film, it’s wonderful to be able to partner with them again for the release of Paddington 2. What better way to do this than to celebrate some of the great locations and highlights of Paddington’s adoptive home? 
“VisitBritain’s campaign gives a global audience the chance to explore some of the best spots in the UK, whilst appreciating Paddington’s very British etiquette, spreading joy and marmalade wherever he goes.” 

Paddington 2 features British film stars Hugh Bonneville, Sally Hawkins, Jim Broadbent, Hugh Grant, Julie Walters, Brendan Gleeson and Ben Whishaw, reprising his role as the voice of Paddington. 
Research by VisitBritain shows that films are powerful motivators for travel with more than a third of all potential visitors to Britain wanting to visit places they have seen in movies or on TV. Films also shine the spotlight on less visited but equally inspiring destinations, boosting tourism across more of Britain. 

For more than a decade VisitBritain has been promoting Britain to the world through film, most recently as part of the UK Government’s GREAT Britain campaign. 

Last year set a record for inbound tourism to Britain on visits and spend with 37.6 million visits, up 4% on 2015, and visitors spending £22.5 billion, up 2%.


Notes to editors:

  • Paddington 2 opens in Australian cinemas on 21 December
  • Visit the campaign website: 
  • Download hi-res images from the VistiBritain website 
  • Image above: © P&Co. Ltd./SC 2017
  • Get involved in the Paddington conversation using #Paddington2 and #PaddingtonsBritain 

About the film:

  • The much-anticipated sequel to the worldwide hit family film finds Paddington happily settled with the Brown family in Windsor Gardens, where he has become a popular member of the community, spreading joy and marmalade wherever he goes. While searching for the perfect present for his beloved Aunt Lucy’s 100th birthday, Paddington spots a unique pop-up book in Mr. Gruber’s antique shop, and embarks upon a series of odd jobs to buy it. But when the book is stolen, it’s up to Paddington and the Browns to unmask the thief. 
  • For more information about the film visit:
  • Further press materials are available at 


STUDIOCANAL, a 100% affiliate of CANAL+ Group held by Vivendi, is Europe’s leader in production, right acquisition, distribution and international sales of feature films and TV series. STUDIOCANAL operates directly in all three major European markets, France, the United Kingdom and Germany, as well as in Australia and New Zealand. 

STUDIOCANAL owns one of the most important film libraries in the world, boasting more than 9,000 titles from 60 countries, including 6,000 feature films among which are the iconic Terminator 2, Breathless, Mulholland Drive and Belle de jour. 

For more information contact:

VisitBritain Media Team

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