Skift Take

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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Tags: marketing, uk, visitbritain

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