VisitBritain banks on Bond again

James Bond will return in Spectre later this month and VisitBritain is again using 007’s international profile to showcase British attractions.


Spectre, the 24th James Bond adventure, launches in cinemas worldwide from October 26 and in the US on November 6.


VisitBritain has today launched a global Bond is GREAT Britain film tourism campaign with Sony Pictures Entertainment and Metro-Goldwyn-Mayer Studios.


The campaign is kicking off across more than 60 countries to encourage 007 fans to choose Britain – the home of Bond – for their next holiday.


As the official national tourism partner for the theatrical release of Spectre, VisitBritain’s global campaign is using a mix of outdoor billboards, print, digital and social media.


 This includes exclusive ‘behind the scenes’ footage from Spectre through its dedicated campaign page VisitBritain.com/spectre.


Three new Bond is GREAT images are also being released featuring James Bond, an Aston Martin outside Blenheim Palace as well as a scene from Spectre with James Bond in Whitehall.


Other highlights include the release of four new 360-degree images of key filming locations in Spectre including Blenheim Palace, Camden, Westminster Bridge and City Hall to be promoted internationally through VisitBritain’s social media channels.


It is the third time that VisitBritain, working in partnership with Sony Pictures Entertainment and Metro-Goldwyn-Mayer Studios, has partnered with the Bond franchise to inspire more international visitors to come to Britain.


Its 2012 Bond is GREAT campaign around the release of Skyfall resulted in international promotional coverage reaching 653 million people as well as £3.5 million worth of exposure for the Britain brand and partners.


Sally Balcombe, VisitBritain chief executive, said: “We know that the link between tourism and film is a potent one.


“Recent films have demonstrated that they deliver a real increase in visitor numbers with just under half of our potential visitors to Britain wanting to visit places they have seen featured in films or TV so we are doing everything we can to capitalise on this ‘set-jetting’ phenomenon.”