VisitBritain launches GIANT tourism campaign in run-up to The BFG film release and Dahl’s 100th anniversary
As Britain gears up to celebrate the 100th anniversary of Roald Dahl’s birth and in the run-up to the launch of the film adaption of The BFG, VisitBritain is showcasing to the world what makes Britain a GIANT – and family-friendly – tourism destination.
Earlier this week, the national tourism organisation launched an international ‘Where Giant Dreams come to Life’ film tourism campaign in its first-ever collaboration with Disney, producer of The BFG. The film, directed by Steven Spielberg and based on the book by Cardiff born author Roald Dahl, was filmed at locations across Britain including Blenheim Palace, London, the Isle of Skye and Bamburgh beach in Northumberland. The BFG film launches in the Australia on 30 June and in the UK on 22 July.
VisitBritain’s £350,000 six-week digital and social media campaign showcases magical, mysterious and dreamlike moments that can only be experienced on a trip to Britain. The campaign features a set of exclusive images of giant landmarks in Britain including the Angel of the North, Big Ben, the Isle of Skye and the lions in Trafalgar Square.
These images, and other giant visitor experiences across Britain, are being promoted across VisitBritain’s online and social media channels adapting its #OMGB (Oh My GREAT Britain) to ‘Oh My GIANT Britain.’ The campaign also wants people to upload their own images of ‘giant’ experiences and locations in Britain to their own social channels.
VisitBritain/VisitEngland Chief Executive Sally Balcombe said:
“Our collaboration with Disney on The BFG is a fantastic opportunity to promote to a global audience of millions an unexpected side of amazing, family-friendly moments that can only be experienced in Britain.
“By inspiring people to come and experience the best of ‘GIANT’ Britain we can drive growth from tourism and its economic benefits across all our nations and regions.”
Ms Balcombe said that the link between tourism and film – ‘set-jetting’ – was “a potent one” with recent films delivering a real increase in visitor numbers.
The first visuals for the campaign:
VisitBritain’s campaign drives online ‘traffic’ to a BFG website on visitbritain.com/thebfg. The site has information on the British locations in the film, a ‘user-generated’ feed of #OMGB content, the official BFG movie trailer and details of visitor experiences linked to Roald Dahl and events to celebrate his 100th anniversary in September. Visitors to the site in the US, France, Canada, Russia and Australia can enter a competition for the chance to win a family trip to Britain, including a visit to Cardiff for its ‘City of the Unexpected’ celebrations in September.
Paid media campaigns are also launching in the US and France across Facebook, newsletters and entertainment website ‘takeovers’.
VisitBritain has more than 15 years’ experience in film tourism and film promotion is part of the cross-government GREAT Britain campaign.
Last year set a record for inbound tourism to Britain on visits and spend with 36.1 million visits, 5% up on 2014, and spending up 1% to £22.1 billion.