With an aim to entice international tourists, VisitBritain has roped in a new film tourism campaign ahead of the release of Paddington 2 in Britain.
VisitBritain has partnered with STUDIOCANAL to compel people to book an adventure-filled, marmalade-inspired holiday to the UK. The film releases in November.
The sequel follows Paddington as he explores London. Among the many iconic locations featured in the film are Tower Bridge, St Paul’s Cathedral, London Paddington station, Portobello Road and Little Venice.
VisitBritain/VisitEngland Director of Marketing, Clare Mullin cited, “Our collaboration with STUDIOCANAL is a fantastic opportunity to promote to a global audience of millions the fun and adventurous destinations that can only be experienced on a trip to Britain, be it afternoon tea in central London, taking a stroll around one of the many parks and gardens, or catching a train for a new adventure from Paddington station.”
VisitBritain’s campaign gives a global audience the chance to explore some of the best spots in the UK, whilst appreciating Paddington’s very British etiquette, spreading joy and marmalade wherever he goes.
Last year set a record for inbound tourism to Britain on visits and spend with 37.6 million visits, up 4% on 2015, and visitors spending £22.5 billion, up 2%.