Bond is Back - VisitBritain today launches Bond is GREAT campaign to entice more international visitors to Britain

Tuesday 06 October 2015

Bond is back in SPECTRE and VisitBritain is once again utilising 007's iconic international profile to show the world what makes Britain GREAT.

SPECTRE, the 24th James Bond adventure from Albert R. Broccoli's EON Productions, Metro-Goldwyn-Mayer-Studios, and Sony Pictures Entertainment, launches in cinemas worldwide from October 26 and in Canada on November 6, 2015.

To leverage the global fascination with James Bond and the international exposure the film affords to potential visitors to Britain, VisitBritain is today launching a global Bond is GREAT Britain film tourism campaign in partnership with Sony Pictures Entertainment and Metro-Goldwyn-Mayer Studios.

The Bond is GREAT campaign is kicking off across more than 60 countries to encourage 007 fans to choose Britain - the home of Bond - for their next holiday.

As the official national tourism partner for the theatrical release of SPECTRE, VisitBritain's global campaign is using a mix of outdoor billboards, print, digital and social media. This includes exclusive ‘behind the scenes' footage from SPECTRE through its dedicated campaign page VisitBritain.com/spectre . Three new Bond is GREAT images are also being released featuring James Bond, an Aston Martin outside Blenheim Palace as well as a scene from SPECTRE with James Bond in Whitehall.

Other highlights include the release of four new 360 images of key filming locations in SPECTRE including Blenheim Palace, Camden, Westminster Bridge and City Hall to be promoted internationally through VisitBritain's extensive social media channels. The immersive 360-degree experiences will give overseas visitors a virtual opportunity to step inside some of the iconic British locations showcased in SPECTRE with the first, of Blenheim Palace, released today on VisitBritain.com/spectre. The new images build on the series of hugely popular 360 degree images of some of the UK's best loved landscapes and historical attractions launched earlier this year by VisitBritain.

It is the third time that VisitBritain, working in partnership with Sony Pictures Entertainment and Metro-Goldwyn-Mayer Studios, has partnered with the Bond franchise to motivate and inspire even more international visitors to come to Britain.

Its 2012 Bond is GREAT campaign around the theatrical release of SKYFALL resulted in international promotional coverage reaching 653 million people around the world as well as $7 million CAD (£3.5 million) worth of exposure for the Britain brand and partners. That campaign positively affected travel with 16% of people who recalled the Bond is GREAT campaign having booked a trip to Britain and 35% of those who recalled the advert saying they strongly intend to visit Britain in the next three years. (SKYFALL also helped boost visitor numbers to Glencoe in Scotland after being used as a filming location with visits up 41.7% on 2012.*)

VisitBritain Chief Executive Officer Sally Balcombe said:

"We know that the link between tourism and film is a potent one. Recent films have demonstrated that they deliver a real increase in visitor numbers with just under half of our potential visitors to Britain wanting to visit places they have seen featured in films or TV so we are doing everything we can to capitalise on this ‘set-jetting' phenomenon. That's why we are working hard to encourage and inspire more people to holiday in Britain through our ‘Bond is GREAT Britain' campaign, leading to a measurable increase in international visitor numbers and visitor spend across the nations and regions of Britain."

As part of this year's Bond is GREAT campaign, 007 fans from around the world will also have the chance to enter an exclusive online competition at visitbritain.com/spectre to live the Bond lifestyle in Britain - the prize includes a chauffeur driven Aston Martin, private visit to Madame Tussauds and a stay at one of the exclusive Radisson Blu Edwardian Hotels. There's also a ‘Bond is GREAT' advert featuring clips from previous Bond movies and exclusive SPECTRE footage on VisitBritain's YouTube site and uploaded on to VisitBritain.com/spectre.

Inbound tourism is worth $53 billion CAD (£26.2 billion) a year to Britain and our culture and heritage is one of the main attractions for global visitors. SPECTRE provides a great international showcase for some of Britain's iconic locations. The scope of Britain's historical and cultural tourism offer along with its film expertise including its production talent and facilities, have been drawing film-makers to Britain for years.

ENDS

To download high-res versions of the 3 images click here .

*According to Scottish Natural Heritage.

Press enquiries:

Tracey Edginton, VisitBritain - +44 (0)207 578 1098


SPECTRE Synopsis

A cryptic message from the past sends James Bond (Daniel Craig) on a rogue mission to Mexico City and eventually Rome, where he meets Lucia Sciarra (Monica Bellucci), the beautiful and forbidden widow of an infamous criminal. Bond infiltrates a secret meeting and uncovers the existence of the sinister organisation known as SPECTRE.

Meanwhile back in London, Max Denbigh (Andrew Scott), the new head of the Centre for National Security, questions Bond's actions and challenges the relevance of MI6, led by M (Ralph Fiennes). Bond covertly enlists Moneypenny (Naomie Harris) and Q (Ben Whishaw) to help him seek out Madeleine Swann (Léa Seydoux), the daughter of his old nemesis Mr White (Jesper Christensen), who may hold the clue to untangling the web of SPECTRE. As the daughter of an assassin, she understands Bond in a way most others cannot.

As Bond ventures towards the heart of SPECTRE, he learns of a chilling connection between himself and the enemy he seeks, played by Christoph Waltz.

Sam Mendes returns to direct SPECTRE, with Daniel Craig reprising his role as 007 for the fourth time. SPECTRE is produced by Michael G. Wilson and Barbara Broccoli. The screenplay is by John Logan and Neal Purvis & Robert Wade and Jez Butterworth, with a story by John Logan and Neal Purvis & Robert Wade.

About VisitBritain

VisitBritain is the national tourism agency, responsible for marketing Britain worldwide and developing Britain's visitor economy. A non- departmental public body, funded by the Department for Culture, Media and Sport, we work with partners in the UK and overseas to ensure that Britain is marketed in an inspirational and relevant way around the world. Our partners include government agencies such as UKTI and British Council, airlines and operators, global brands such as the Premier League as well as the official tourism bodies for London, England, Scotland and Wales.

About Albert R. Broccoli's EON Productions

EON Productions Limited and Danjaq LLC are wholly owned and controlled by the Broccoli/Wilson family. Danjaq is the US based company that co-owns, with Metro-Goldwyn-Mayer Studios, the copyright in the existing James Bond films and controls the right to produce future James Bond films as well as all worldwide merchandising. EON Productions, an affiliate of Danjaq, is the UK based production company which makes the James Bond films. The 007 franchise is the longest running in film history with twenty-three films produced since 1962. Michael G Wilson and Barbara Broccoli succeeded Albert R ‘Cubby' Broccoli and have produced some of the most successful Bond films ever including CASINO ROYALE, QUANTUM OF SOLACE and SKYFALL.

About Metro-Goldwyn-Mayer Studios Inc.

Metro-Goldwyn-Mayer Studios Inc. ("MGM") is a leading entertainment company focused on the production and global distribution of films and television content. The company owns one of the world's deepest libraries of premium film and television programming. In addition, MGM has ownership interests in domestic and international television channels, including MGM-branded channels. For more information, visit

www.mgm.com

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in 159 countries. For additional information, go to www.sonypictures.com

For more information contact:

VisitBritain Media Team

pressandpr@visitbritain.com

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