TOURISM BOARD USES 'SOUNDS' TO PROMOTE BRITAIN ACROSS THE WORLD IN £2.5M AD

‘Sounds of GREAT Britain’ is a £2.5 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.

Only last week, VisitBritain launched its first ever bespoke American TV ad working alongside Expedia, the largest online travel agency in the world.

The TV ad, filmed in Scotland, Wales and London, draws upon the parallel between fairytales of castles, knights and queens to the real world. “Find Your Storybook” demonstrates that, through Expedia’s superior technology, you can write your own story and bring whatever you imagine to life.

The campaign and TV ad, kicked off during CBS-TV’s special, “The Night That Changed America: A Grammy Salute to the Beatles,” and will also be seen across American networks including the Oscars, the Sochi Winter Olympics and during the ad breaks of various prime-time chat and sport shows.