TOURISM BOARD USES 'SOUNDS' TO PROMOTE BRITAIN ACROSS THE WORLD IN $4.6M AD

Monday 17 February 2014

‘Sounds of GREAT Britain’ is a $4.6 million global film campaign, commissioned by VisitBritain and created by ad agency Rainey Kelly Campbell Roalfe/Y&R, launching across key markets USA, Brazil, China, India, Gulf states and throughout Europe from 17 February.

The advert’s soundtrack - Feel the Love - which pieces the audio experience together, has been supplied by BRIT nominated band, Rudimental. Traditional British sounds and activities are set against Rudimental’s hit soundtrack, representing a modern, contemporary Britain. The advert features a whole range of landmarks, people, locations and experiences, including a Dartmouth Steam Train, the sound of a Wimbledon tennis crowd, the glamour of The Goring, the buzz at LoveBox festival and the striking medieval fortification at Caerphilly Castle.

The digital version of the advert goes a step further, allowing users worldwide to create their personalised advert and itinerary of GREAT Britain. Having completed their edit, they are taken to find out more about their chosen itinerary on VisitBritain’s LoveWall, or they can choose to share with friends via Facebook, Twitter and Weibo.

Joss Croft, Marketing Director at VisitBritain, said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.

“This ad is something a little bit different and we hope it conveys the humour and character of a modern, confident Britain.”

Vicky Jacobs, Managing Director at RKCR/Y&R, said: “We’re inviting users to explore the rich diversity of Britain through sound - both the sounds of individual British locations and the soundtrack of Rudimental, who really do represent the eclectic contemporary Sound of GREAT Britain.”

Click here to see the TV advert in full and here to create your own ‘Sounds of GREAT Britain’ itinerary.

For more information contact:

VisitBritain Media Team

pressandpr@visitbritain.com

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Sounds of Great Britain TV ad: London Guard
Sounds of Great Britain TV ad: Notting Hill Dancer
Sounds of Great Britain TV ad: Fireworks
Sounds of Great Britain TV ad: Endframe 60sec
Sounds of Great Britain TV ad: Bikes in front of Horse Guard Parade
Sounds of Great Britain TV ad: Andy Murray at Wimbledon