James Bond and his latest movie lends a helping hand to UK tourism

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As destination marketing campaigns go, an integrated ad with the new James Bond movie is a smart move. Out of the immediate context, it falls flat.

VisitBritain is marking the launch of the latest James Bond movie Skyfall with its first international cinema ad, which encourages foreigners to visit the UK and 'live like Bond'.

The ad, with archive clips from all six Bond actors through history, is spliced with shots of British cities and countryside...It concludes with VisitBritain's 'You're invited' strapline.

To support the ad, VisitBritain is partnering British Airways, Radisson Blu hotels, Aston Martin and Twentieth Century Fox..It will also run a series of promotions and competitions, while a dedicated 'Agent UK' website will allow consumers to complete online missions around the UK.

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James Bond and his latest movie lends a helping hand to UK tourism

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First read is on us.
Subscribe to read more essential travel industry news.

First read is on us.

James Bond and his latest movie lends a helping hand to UK tourism

Skift Take

Up Next

How Data Quality Issues Impact Global Hospitality Operations

The White Lotus Effect Could Be a Disaster for Thailand's Koh Samui - And Travel Media Is Making it Worse

Travel Startups Raise $580 Million Over Two Weeks

Tariffs and Travel: What Trump’s Trade Moves Could Mean for Airlines

Accor CEO: Opening Hotels in Mykonos Too Risky due to Climate Change

First read is on us.Subscribe to read more essential travel industry news.

First read is on us.
Subscribe to read more essential travel industry news.