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VisitBritain Builds Bollywood App For Indian Visitors, For Navigating British Film Spots

@jclampet

Skift Take

Destinations are getting more sophisticated in their marketing and engagement techniques. Giving potential visitors a tool rather than a static video or ad raises awareness and excitement for the destination.

— Samantha Shankman

In an effort to increase visitors from India, VisitBritain is appealing to Bollywood fans with a new app highlighting the country’s connection to beloved films.

The Bollywood in Britain (BiB) Destination Movie Map, available on Android and iOS, helps visitors plan their own Bollywood-themed tours with suggested routes and details on spots where famous scenes were taped.

British flags highlight attractions throughout the country that have been featured in the Bollywood movies. A description of every movie taped is included at each destination.

VisitBritain consciously created a tool that visitors can return to before ever planning a trip to Britain rather than a promotion or ad that comes and goes.

“India has a digitally savvy, young population, with one of the highest internet usage and smartphone penetrations in the world,” VisitBritain marketing marketer Joss Croft said in a statement.

“This unique App will act as one of the best channels to engage and interact with potential visitors.”

VisitBritain predicts that annual Indian visitors will increase 25 percent from 2012 to reach 425,000 visits by 2016.

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