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007's GREAT MISSION TO LURE MORE TOURISTS TO BRITAIN

  • 02 Oct 2012
Bond is GREAT

On Friday, October 5 – Global James Bond Day – VisitBritain will launch its biggest ever film tourism campaign, centered around the release of Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment’s SKYFALL™, the 23rd James Bond adventure, in theatres worldwide this fall.

To capitalise on the global fascination with James Bond, VisitBritain is undertaking an extensive marketing campaign in 21 countries to encourage 007 fans to head to Britain – the home of Bond – for their next holiday. This will see the national tourism agency roll out a string of cinema, press and outdoor advertising developed around the slogan “Bond is GREAT Britain”.

The extensive international production of SKYFALL filmed in iconic London locations, including the National Gallery, Whitehall and Greenwich, as well as Glencoe and Glen Etive in the Scottish Highlands where Ian Fleming’s family once owned a home.

Capturing the adventure and excitement of 007, VisitBritain’s image campaign includes its first ever film tourism ad, which will be shown in cinemas in key inbound markets like Australia, Brazil, Germany and the US. A number of billboards declaring “Bond is GREAT Britain” will also remind people that there is no better time for them to come to Britain and explore the home of the world's most dashing secret agent.

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 ofa rogue agent. One lucky global winner will be flown to the UK courtesy of British Airways and treated to a luxuryexperience.

Around the release of SKYFALL, a sweepstakes competition in each of the 21 marketsin which VisitBritain operates will also get underway. Winners will visit the UK where they will get the chance to “Live Like Bond” – including a private behind the scenes tour of the Aston Martin headquarters and a master class to learn how to make the perfect martini. Guests will enjoy a three night stay at the Radisson Blu Edwardian Hotel in London.

Britain’s rich heritage and culture, along with its film expertise all combine to make the UK an ideal location for filming, something which has been drawing film-makers to Britain for years. On average, 120 million people worldwide will see a blockbuster film in the first three weeks of it opening and research shows that film locations can be a major draw for overseas tourists. VisitBritain research shows that just under half of potential visitors to Britain want to visit places they have seen featured in films or TV.(1)

Sandie Dawe, Chief Executive of VisitBritain said: “007 has orchestrated many critical missions for Queen and country - including escorting Her Majesty to the fantastic Opening Ceremony of the London 2012 Games - so it is only right that we call upon his services now to encourage more people to holiday in Britain. That is a worthy challenge and one that we feel is well on track following an outstanding 2012 that has thrust Britain into the limelight like never before.”

Ian Fleming’s James Bond 007 is back in SKYFALL™, the 23rd adventure in the longest-running film franchise of all time. In SKYFALL, Bond’s loyalty to M is tested as her past comes back to haunt her. As MI6 comes under attack, 007 must track down and destroy the threat, no matter how personal the cost. The film is from Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment. Directed by Sam Mendes. Produced by Michael G. Wilson and Barbara Broccoli. Written by Neal Purvis & Robert Wade and John Logan.

Notes to Editors:

1. VisitBritain research suggests that following the release of 'Robin Hood', visitors to Nottingham rose 5.5%, while visitors to Alnwick Castle, the location used for Hogwarts School in 'Harry Potter', experienced a 230% increase in visitors and £9m in spend due to the Potter effect.
2. Thanks to its partnership with Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, VisitBritain will leverage the release of SKYFALL as the official tourism board partner for the theatrical release of the movie.

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About VisitBritain

VisitBritain is Britain's national tourism agency, responsible for marketing Britain overseas. We work with thousands of organisations in the UK and overseas to market Britain successfully to visitors from around the world. We also work to promote the tourism industry within the UK itself.

We work in partnership with the Government, the industry and our strategic partners in London, England, Scotland and Wales to promote Britain in 35 key overseas markets.

Our network of international offices is supported by our London-based marketing, commercial, research and policy teams, who in turn are backed up by experts in IT, financial management and other essential disciplines.

We also provide UK government with advice on tourism policy and raise awareness of the significance of tourism to the UK economy. We are particularly working towards showcasing Britain and maximising the tourism benefits in the run-up to the London 2012 Olympic and Paralympic Games and beyond.

Our grant in aid received from the Department for Culture, Media and Sport is approximately £32.6 million for 2010/11.

View our film to find out more about our work.

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