VisitBritain is wooing international visitors to Britain with a new film tourism campaign ahead of the release of Paddington 2 on November 10.
The tourism agency has partnered with Studiocanal to highlight marmalade-inspired holiday ideas, in tribute to Paddington’s love of marmalade sandwiches.
The sequel follows Paddington as he explores London and audiences can see sights such as Tower Bridge, St Paul’s Cathedral, Paddington station, Portobello Road and Little Venice.
VisitBritain’s digital and social media campaign drives online traffic to a campaign hub on visitbritain.com/paddington2.
Visitors to the site can explore Paddington-themed content, including a shareable interactive marmalade-inspired menu, and bookable bear-approved visitor experiences. They can also enter a competition to win a family trip to Britain to explore London and beyond by train.
The hub also features a ‘user-generated’ feed of content, with visitors encouraged to upload their own Paddington-inspired experiences in Britain, using #Paddington2 and #PaddingtonsBritain.
Clare Mullin, VisitBritain/VisitEngland marketing director, said: “With his distinctive blue coat and his love of marmalade, this Peruvian bear, who made Britain his home, helps to inspire visitors from around the world to come and explore the wonderful and exciting experiences that the UK has to offer.”
Kate Lambert, Studiocanal senior promotions and partnerships manager, added: “After an extremely successful partnership with VisitBritain for the release of the first Paddington film, it’s wonderful to be able to partner with them again for the release of Paddington 2.”
Paddington 2 features film stars Hugh Bonneville, Sally Hawkins, Jim Broadbent, Hugh Grant, Julie Walters, Brendan Gleeson and Ben Whishaw, reprising his role as the voice of Paddington.
Pictured: Paddington ponders a model of Westminster. © P&Co. Ltd./SC 2017