TOURIST BOARD USES ‘SOUNDS’ TO PROMOTE BRITAIN

‘Sounds of GREAT Britain’ is a $4.1 million (£2.5 million) global film campaign commissioned by VisitBritain and created by ad agency Rainey Kelly Campbell Roalfe/ Y&R. The campaign boasts both interactive online and TV advertisement components that will gradually launch across key markets including USA, Brazil, China, India and Europe. This campaign is part of a larger initiative to capitalize on the legacy and success of the 2012 London Olympics.

The digital version of the advert allows worldwide users to create their personalized campaign and itinerary of GREAT Britain destinations. Having completed their edit, they are taken to find out more about their chosen itinerary on VisitBritain’s LoveWall and are able to share with friends via Facebook and Twitter.

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

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 bit different and we hope it conveys the humor 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 truly represent the eclectic contemporary Sound of GREAT Britain.”

Please click here to create your own 'Sounds of GREAT Britain' itinerary.