Visit Britain splashes out £2.5 million on tourism advert

From the beep of a black cab to the chimes of Big Ben, scenes of Andy Murray winning Wimbledon and Stonehenge, it features just about everything quintessentially British, against Rudimental’s hit track, Feel The Love. Joss Croft, Marketing Director at VisitBritain said: “From the crunching of a poppadum at a curry house in the Midlands to the chimes of Big Ben and the roar of a Wimbledon tennis crowd, the sounds of Great Britain are synonymous to people across the world.”

The advert, which will be broadcast online and on TV, is part of a £2.5 million campaign designed to attract more international tourists to the UK. It will be aired in key markets such as the US, Europe, Brazil, India and China. When viewing the film online, viewers can personalise the advert, creating their own itinerary, find out more about it on Visit Britain’s LoveWall and then share is across social media.

Vicky Jacobs managing director of the marketing agency behind the ad said: “In a British tourism first, we are enabling people to create 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.”

Although primarily designed to attract international tourists, the Visit Britain advert could well cause a spike in the number of ‘staycations’. Many Brits already know that holidaying at home can be cheaper than travelling abroad, as millions of people have chosen to ditch their usual summer holiday for a staycation since 2011.

However, a holiday in the UK can prove out to be costly for those that forget to pack their travel insurance. Around half of ‘staycationers’ are unaware that they still require a policy when holidaying at home. While medical cover isn’t required, travel insurance still provides necessary protection against lost or damaged belongings, cancelled accommodation or travel arrangements.

Date Created: 19 February 2014

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