VisitBritain Builds Its New Ad Campaign Around a Contemporary Soundtrack

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 50^th 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.