VisitBritain launches King Arthur tourism campaign

VisitBritain has unveiled an international film tourism campaign to capitalise on the film King Arthur: Legend of the Sword, which is released next month.

The six-week ‘Where Stories Become Legends’ digital campaign is a non-commercial partnership between VisitBritain and Warner Bros. Pictures,.

It aims to inspire people to book a King Arthur-themed holiday to Britain using #OMGBLegends (Oh My Great Britain ‘Home of Legendary Moments’).

The campaign features an exclusive behind-the-scenes video of writer/director/producer Guy Ritchie, writer/producer Lionel Wigram and the film’s stars Charlie Hunnam and Jude Law on location talking about the British landscapes used in King Arthur: Legend of the Sword.

The film was shot at Windsor Great Park and the Forest of Dean and Wye Valley in England; Snowdonia in Wales; and Isle of Skye and the Highlands in Scotland.

Clare Mullin, VisitBritain marketing director, said: “Britain’s epic scenery, ancient history and magical landscapes have the power to transform our holiday experiences into the stuff of legends.

“Our collaboration with Warner Bros. Pictures on King Arthur: Legend of the Sword is a fantastic opportunity to showcase to a global audience of millions the legendary experiences only available in Britain.”

‘Where Stories become Legends’ starts with a six-week digital advertising campaign in Australia, France, Germany and the US – Britain’s four most valuable inbound markets.

VisitBritain research shows that more than a third of all potential visitors to Britain want to visit places they have seen on TV or cinema screens.

Pictured is Charlie Hunnam as Arthur and Astrid Berges-Frisbey as The Mage in Warner Bros. Pictures’ and Village Roadshow Pictures’ film King Arthur: Legend of the Sword, on location in Llyn Gwynant, Snowdonia. © 2017 Warner Bros. Entertainment, Inc. All rights reserved

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