With more and more Britons rediscovering the benefits of holidaying at home, VisitBritain is keen to spread the message to a wider audience courtesy of a high profile global ad campaign which employs some of the UK’s best known faces. In the ads, celebrities including Dame Judi Dench, Twiggy and Jamie Oliver will describe their favourite places in the UK, in an attempt to lure overseas visitors to join the rest of us on a British holiday. Launched on Monday, the campaign is comprised of a series of short films to be screened on BBC World News services.
Hever Castle in Kent, the childhood home of Anne Boleyn, is the choice of Dame Judi and in the broadcast she extols the virtues of Britain’s great history as depicted in the many stately homes and castles open to the public. Twiggy, on the other hand, focusses on British style and fashion, against a backdrop of the Tate Modern Gallery and Millennium Bridge, while Jamie Oliver explains his specialist subject of food in terms of the cultural diversity of the country. Other contributors to the campaign include actors Rupert Everett and Dev Patel, who promote British theatre and cinema, from the Garrick Theatre and Leicester Square respectively.
Chief executive of VisitBritain, Sandie Dawe, explains the timing and scope of the campaign, to coincide with major events such as the London Olympics and diamond jubilee next year, when the eyes of the world will be upon Britain. ‘This is our first global TV campaign for 10 years and marks the start of an ambitious marketing programme,’ she said and further hopes that over the four year campaign an extra 4 million overseas visitors will come to Britain, boosting the economy by some £2 billion in the process. It is an ambitious project for sure and reflects the increasing confidence with which we Brits view our own country.
Image: A rose for Dame Judi Dench by Siebbi, on Flickr