VisitBritain is launching its first-ever film campaign in lieu of the upcoming 007 movie, Skyfall. Speaking exclusively with T3, Shivali Suri, Country Manager – India, VisitBritain, revealed that a number of billboards declaring “Bond is GREAT Britain” will serve to remind people that there is no better time for them to visit the country and explore the home of the famous secret agent. She further added that, in an attempt to work with the Indian travel trade to further the result of this promotion, VisitBritain plans to take advantage of the Global James Bond day and organise a trade FAM that will include all the destinations in Britain key in the shooting of this film. “This FAM will help in creating an awareness of destinations beyond London with key travel trade partners in India,” Suri opined.
The campaign is also an attempt by the destination to maintain the footfall they enjoyed during the London Olympics. “Britain witnessed an enormous escalation in tourist footfall during the London Olympics. Even with the end of Olympics, a lot of art, food, music and sports related festivals have been going on in London, some of which are also country specific. These festivals can be considered the strategy to maintain the tourist number. A lot of events like the world class cycling festival are scheduled for next year, which will help in increasing tourist footfall in the country,” stated Suri.
“The latest phase of the promotion includes a seven month run of print advertising in National Geographic, advertorials in Time Out and on Yahoo,” she added.
To coincide with celebrations for the 50th anniversary of 007, VisitBritain will launch an online SKYFALL experience called ‘Agent UK’, designed to engage with the large digital and social media following that the national tourism agency already enjoys. Those taking part will undertake five online missions across the UK, which will lead them to identify the hidden location of a rogue agent.
