Britain’s falg carrier British Airways and VisitBritain have unveiled their plans to launch a digital campaign that will present Britain’s renowned film locations from the perspective of British residents.
This new initiative will be directed by the esteemed Charlotte Regan, who has been nominated for a BAFTA award. By showcasing the allure of Britain’s cinematic heritage through the eyes of its own people, this campaign aims to address the curiosity of Americans and provide an authentic glimpse into what Britain truly embodies.
According to VisitBritain’s study, the influence of films and TV shows on travel decisions is significant, making film tourism an increasingly important aspect of the global tourism industry. Expedia’s ‘Set Jetting Forecast 2024’ revealed that almost a third of travelers believe that TV shows and movies have a greater impact on their travel choices now compared to the past, underscoring the rising importance of screen tourism.
Under the guidance of Charlotte Regan, known for her recent film “Scrapper,” and in collaboration with Uncommon Creative Studio, new initiative showcases the charm, humor, and idiosyncrasies of Britain on screen, with the goal of encouraging American travelers to consider booking their next trip to Britain with British Airways. Featuring a pair of films that explore the questions “Does Britain Live Up to the Movies?” and “Is Britain as Romantic as Depicted in Films?” this campaign captures genuine reactions from a variety of individuals hailing from England, Scotland, and Wales. Moving beyond stereotypes, the campaign highlights the diverse and distinctive qualities of Britain, while also presenting its famous film locations in a fresh and authentic light.
The filming sites encompassed various locations such as Heathrow Airport in London, The Little Theatre in Bath, Brasenose College in Oxford, The Travel Book Shop in Notting Hill, Llangennith Beach in Wales, and Loch Eilt in Scotland.
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