VisitBritain is urging travel firms, attractions and destinations to send marmalade-themed experiences ahead of the release of the Paddington Bear film sequel.
Paddington 2 will be released in cinemas on November 10, and VisitBritain can offer firms free exposure to tie into the famous bear’s love of marmalade sandwiches.
If companies offer products, events or experiences – such as marmalade afternoon tea, marmalade ice cream, marmalade games, marmalade mocktails and cocktails – VisitBritain can promote them via its B2B and B2C marketing channels around the world.
A set of movie assets will be made available for firms to promote marmalade-themed experiences.
When the first Paddington movie was released in 2014, VisitBritain urged tourists to “See Britain through Paddington’s eyes”.
The campaign encouraged visitors to take selfies at locations around the country using the hashtag #PaddingtonsBritain.
Fans can also book a Paddington Bear tour of London, visiting locations from Paddington books and the film, such as Portobello Market and Paddington station.
Companies are asked to email VBContent@visitbritain.org by September 1.