A £2.5 million global film campaign by VisitBritain – ‘Sounds of GREAT Britain’ – goes live today (Monday) across the US, Brazil, China, India, Gulf states and Europe.
The advert’s soundtrack ‘Feel the Love’ has been supplied by Brit-nominated band Rudimental.
Traditional British sounds and activities are set against Rudimental’s hit soundtrack, designed to represent a modern, contemporary Britain.
The advert features landmarks, people, locations and experiences, including a Dartmouth steam train, the sound of a Wimbledon tennis crowd, the buzz at LoveBox festival and the medieval fortification at Caerphilly Castle.
The digital version of the advert goes a step further, allowing users to create their personalised advert and itinerary. Having completed their edit, they are taken to find out more about their chosen itinerary on VisitBritain’s LoveWall, or they can choose to share with friends via Facebook, Twitter and Weibo.
The tourist agency’s marketing director Joss Croft said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.
“This ad is something a little bit different and we hope it conveys the humour and character of a modern, confident Britain.”
It follows VisitBritain unveiling its first bespoke TV ad in the US in conjuction with Expedia.