VisitBritain and Expedia Launch Spy-Inspired Tourism Campaign in Advance of Kingsman: The Golden Circle
September 13, 2017 (New York, NY) – VisitBritain is tempting US tourists to discover the exciting, secretive and adventurous side of Britain in a new film tourism campaign ahead of Kingsman: The Golden Circle.
The film, from acclaimed director Matthew Vaughn, is in cinemas in the US on September 22, 2017.
The national tourism organization today launches a six-week global campaign in partnership with MARV films, 20th Century Fox and Expedia to inspire people to book a Kingsman-inspired holiday to Britain.
The campaign includes the launch of a “Kingsman takeover” on a bespoke VisitBritain Expedia content platform where visitors can enter a spy-inspired world through the gamified site developed by Expedia Media Solutions. On the site, visitors can explore Kingsman-themed content including information about the British filming locations, details of visitor experiences and can create and book itineraries for their trip to Britain, which can be shared with friends through social media. Visitors to the site can also test their secret service skills in an interactive game featuring scenes from the film and enter a competition to win a Kingsman-themed trip to Britain.
Kingsman: The Golden Circle was filmed across Britain and features iconic landmarks including Savile Row, Hyde Park, Eventim Apollo (formerly Hammersmith Apollo) and the Greenwich Royal Naval College in London. Other filming locations include Principality Stadium in Cardiff, Wales and GlenDronach Distillery in Forgue By Huntly, Scotland.
Kingsman: The Golden Circle stars original cast members Colin Firth, Taron Egerton, and Mark Strong, and introduces new cast members Jeff Bridges, Channing Tatum, Pedro Pascal, Halle Berry, and Julianne Moore.
VisitBritain Executive Vice President Americas, Gavin Landry said:
“Britain is home to some of the world’s most-loved secret agents and their thrilling adventures. Our stunning landscapes and iconic cityscapes provide captivating backdrops for their adrenaline-induced undertakings and dashing lifestyles, from buying suits at Savile Row to hatching plots and sipping whiskey in the Scottish Highlands.
“Our collaboration with Expedia and 20th Century Fox on Kingsman: The Golden Circle is a fantastic opportunity to promote to US audiences adventurous and spy-inspired destinations that can only be experienced in Britain and convert that inspiration to visit into a booking.”
Expedia Media Solutions Senior Director Andrew van der Feltz said:
“Building on the success of our multi-year marketing partnership with VisitBritain, we are thrilled to incorporate the exciting new Kingsman film to our bespoke online campaign as a way to showcase more of the iconic landmarks and cultural experiences in the country, and continue inspiring and encouraging visitation to Great Britain.
“Our custom studies show that more than 50 percent of US millennials are planning and booking travel on an online travel agency and the spy-inspired, gamified content is a creative way to inspire people to travel to Britain, while also helping them easily plan and book their itinerary.”
20th Century Fox Executive Vice President, Marketing Partnerships, Zachary Eller said:
“We’re excited to continue to bring the world of the Kingsman’s Britain to American moviegoers. The experience that VisitBritain and Expedia have created allows fans to delve deep into this world.”
Research by VisitBritain shows that films are powerful motivators for travel, with more than a third of all potential visitors to Britain wanting to visit places they have seen in movies or on TV. Films also shine the spotlight on less-visited but equally inspiring destinations, boosting tourism across more of Britain.
For more than a decade, VisitBritain has been promoting Britain to the world through film, most recently as part of the UK Government’s GREAT Britain campaign.
The US is Britain’s most valuable inbound visitor market and also one of its largest, as evidenced by the 3.5 million visits from US travelers in 2016 with visitors spending a record-breaking £3.4 billion.*
Last year also set a record for inbound tourism to Britain on overseas visits and spend overall with 37.6 million visits, up 4% on 2015, and visitors spending £22.5 billion, up 2%*.
VisitBritain’s campaign is being rolled out to other markets through a campaign hub on visitbritain.com/kingsman.
Notes to editors:
The VisitBritain Expedia content platform is online here: https://www.expedia.com/kingsman.
*These figures are sourced from the UK’s Office for National Statistics.
About this Campaign: VisitBritain’s partnership with 20th Century Fox and Expedia is part of a wider partnership between VisitBritain and Expedia to promote “365 Days of Amazing Moments” across Britain.
VisitBritain is Britain’s national tourism agency, inspiring the world to explore Britain and developing the UK’s visitor economy.
Visitors from the US made 3.5 million visits to the UK in 2016 – up 6% compared to 2015. This represents the highest visitor numbers from the US since 2007. The US is Britain’s most valuable inbound tourism market and is one of the top three most important markets in terms of visitor numbers. In 2016, Americans spent £3.4 billion across Britain – the highest amount since records began and up 11% on 2015.
Visitors traveling to Britain can find out more information from www.visitbritain.com plus purchase money and time saving local transport, sightseeing, attractions, and theater tickets from visitbritainshop.com. Follow us on YouTube, Twitter @VisitBritain, Pinterest (Love GREAT Britain), Instagram: lovegreatbritain and Facebook: LoveGREATbritain
About Kingsman: The Golden Circle
In 2015, Kingsman: The Secret Service introduced the world to Kingsman, an independent, international intelligence agency operating at the highest level of discretion whose ultimate goal is to keep the world safe. In Kingsman: The Golden Circle, the heroes face a new challenge when their headquarters are destroyed and the world is held hostage. Their journey leads them to the discovery of an allied spy organization in the US called Statesman, dating back to the day they were both founded. In a new adventure that tests the agents’ strength and wits to their limits, these two elite secret organizations band together to defeat a ruthless common enemy in order to save the world.
About MARV Films
MARV Films is the production company of filmmaker Matthew Vaughn, whose aim is to produce elevated genre fare. MARV’s debut was the critically acclaimed cult hit Layer Cake, launching star Daniel Craig and earning Vaughn both BAFTA & BIFA nominations. MARV also champions British filmmakers, bringing those stories to a worldwide audience, producing the global phenomenon Kick-Ass starring Aaron Taylor Johnson, Harry Brown starring Michael Caine, The Debt, starring Helen Mirren, directed by John Madden, the Sundance hit Eddie the Eagle, directed by Dexter Fletcher, and Stardust, starring Robert De Niro and Michelle Pfeiffer. Additionally, Vaughn directed X-Men: First Class, successfully rebooting the X-Men Franchise, which was also co-written by Vaughn.
In 2014, MARV released the smash hit Kingsman: The Secret Service to over $400 million worldwide. In conjunction with the film, Marv launched the KINGSMAN lifestyle brand: an exclusive contemporary brand of quality products – from streetwear to the gentleman’s lifestyle accoutrements - for fans of all ages, to enjoy in their daily lives. The highly anticipated sequel, Kingsman: The Golden Circle is set for release September 2017.
About 20th Century Fox Films
One of the world’s largest producers and distributors of motion pictures, 20th Century Fox Film produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of the studio: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions, and Twentieth Century Fox Animation/Blue Sky Studios.
About Expedia Media Solutions
Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.
For more information contact:
VisitBritain Media Teampressandpr@visitbritain.com