Stars Dame Judi Dench, Jamie Oliver, Twiggy, Rupert Everett and Slumdog Millionaire’s Dev Patel are to appear in a global TV push to boost UK tourism.
They feature in a VisitBritain advertising campaign to run on BBC Worldwide and international website BBC.com – the first worldwide campaign to run for a decade.
The tourism agency has also become the first advertising partner on BBC Worldwide’s global iPlayer pilot. The advert will appear on the service to be launched as an app on Apple’s iPad later this year.
The adverts will be complemented by short films from each celebrity – their personal invitation to Britain, filmed at a location of their choice.
The films will be shown on VisitBritain websites VisitBritain.com and VisitBritain.tv, and on third-party websites such YouTube.
The promotion marks the start of a new four-year VisitBritain tourism marketing programme, which is being match-funded by partners such as American Express, British Airways, DFDS Seaways, EasyJet, Hilton, lastminute.com, P&O Ferries, Radisson Edwardian and Wimbledon Lawn Tennis Museum.
VisitBritain chief executive Sandie Dawe said: “This is our first global TV campaign for ten years and marks the start of an ambitious marketing programme. With the eyes of the world on us, we have an unprecedented opportunity to showcase Britain and then to close the sale with great travel deals and offers from our partners.
“This campaign aims to inspire visitors to come and explore for themselves. Over four years, we aim to attract 4 million extra overseas visitors, who will spend £2 billion across Britain.
“These films and TV adverts are just the start – in the next few months we will roll out the invitation from the industry and from the British public.
“This is Britain’s moment – and, working with our partners, VisitBritain plans to capitalise on that.”