First Free Story (1 of 3)

More travel executives get their mission-critical industry news from Skift than any other source on the planet.

Already a member?

VisitBritain launched its latest marketing campaign today building on top of buzz generated since the 2012 London Olympics.

The $4.1 million ‘Sounds of GREAT Britain’ campaign combines the sounds of England — tea cups clanking, black cabs beeping, trains chugging — and hit song Feel the Love by band Rudimental in a colorful engaging TV ad and interactive online video.

Online potential visitors can pick between 14 destinations and their corresponding sounds to make their own audio mash-up and trip itinerary. The website then directs participants to learn about the attractions they chose on VisitBritain’s LoveWall.

The campaign aims to portray a modern, contemporary Britain and succeeds with a popular soundtrack and eye-catching imagery that looks like it would be as likely to promote today’s tech products as centuries-old attractions.

The emphasis on music was driven by the timing of the campaign’s launch, which follows the 50th anniversary of the Beatles’ arrival in the U.S.

The campaign was created by ad agency Rainey Kelly Campbell Roalfe/Y&R and will be rolled out across USA, Brazil, China, India and Europe.

Photo Credit: A still of two visitors riding bikes in front of Horse Guard Parade. VisitBritain