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VisitBritain launches GIANT tourism
campaign in run up to The BFG film release and Dahl's 100th Anniversary
AS Britain gears up to celebrate the
100th Anniversary of Roald Dahl's birth and in the run up to the launch of the
film adaption of The BFG, VisitBritain is showcasing to the world what makes
Britain a GIANT; and family, friendly, tourism destination.
The national tourism organisation has launched an international:- 'Where Giant
Dreams come to Life' film tourism campaign in its first-ever collaboration with
Disney, producer of The BFG. The film, directed by Steven Spielberg and based on
the book by Cardiff born author Roald Dahl, was filmed at locations across
Britain including Blenheim Palace, London, the Isle of Skye and Bamburgh beach
in Northumberland. The BFG film launches in the US on 1 July and in the UK on 22
July 2016.
VisitBritain's £350,000 6 week digital and social media campaign showcases
magical, mysterious and dreamlike moments that can only be experienced on a trip
to Britain. The campaign features a set of exclusive images of giant landmarks
in Britain including the Angel of the North, Big Ben, the Isle of Skye and the
lions in Trafalgar Square.
These images, and other giant visitor experiences across Britain, are being
promoted across VisitBritain's online and social media channels adapting its #OMGB
(Oh My GREAT Britain) to 'Oh My GIANT Britain.' The campaign also wants people
to upload their own images of 'giant' experiences and locations in Britain to
their own social channels.
VisitBritain/VisitEngland Chief Executive Sally Balcombe said:- "Our
collaboration with Disney on The BFG is a fantastic opportunity to promote to a
global audience of millions an unexpected side of amazing, family friendly
moments that can only be experienced in Britain. By inspiring people to come and
experience the best of 'GIANT' Britain we can drive growth from tourism and its
economic benefits across all our nations and regions."
Ms Balcombe said that the link between tourism and film; 'set-jetting,'
was "a potent 1" with recent films delivering a real increase in
visitor numbers.
VisitBritain's campaign drives online
'traffic' to a BFG website on visitbritain.com/thebfg. The site has
information on the British locations in the film, a 'user-generated' feed of #OMGB
content, the official BFG movie trailer and details of visitor experiences
linked to Roald Dahl and events to celebrate his 100th anniversary in September.
Visitors to the site in the US, France, Canada, Russia and Australia can enter a
competition for the chance to win a family trip to Britain, including a visit to
Cardiff for its 'City of the Unexpected' celebrations in September.
Paid media campaigns are also launching in the US and France across Facebook,
newsletters and entertainment website 'takeovers.'.
VisitBritain has more than 15 years' experience in film tourism and film
promotion is part of the cross government GREAT Britain campaign.
Last year set a record for inbound tourism to Britain on visits and spend with
36.1 million visits, 5% up on 2014, and spending up 1% to £22.1 billion.
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