Live the Bond Lifestyle

Wednesday 31 October 2012

Today, VisitBritain activates a major James Bond consumer marketing campaign with Sony Pictures Entertainment, Air Canada and Radisson Blu Edwardian Hotels. This is VisitBritain’s biggest-ever film tourism campaign, centered around the release of SKYFALL, the 23rd James Bond adventure, in theatres November 9, 2012.

“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,” says Karen Clarkson, Vice President – North America, VisitBritain. “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.”

The “Live the Bond Lifestyle” airline partner is delighted by the campaign. “For years, Air Canada has enjoyed a successful relationship with VisitBritain and is pleased to be a part of Bond’s 50th anniversary celebrations,” says Susan Clements, Director, Agency Sales at Air Canada. “This year, we celebrate not only Air Canada's 75th anniversary but also over 50 years of service to London”.

The campaign features a sweepstakes competition for a trip of a lifetime. To enter, Canadians can visit Winners will visit the UK where they will get the chance to truly live like Bond – including 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 a Radisson Blu Edwardian Hotel in London and travel via Air Canada.

To support the campaign and underscore the Bond-inspiring destination, VisitBritain’s public relations activity has included a press trip hosted with VisitEngland as well as a partnership with Entertainment Tonight Canada to co-host the popular entertainment news media program in Britain. VisitBritain is also hosting numerous film screenings in major cities across Canada.

For more information contact:

VisitBritain Media Team

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