Magazine article Marketing

VisitBritain Uses Bond Tie-Up to Boost Tourism

Magazine article Marketing

VisitBritain Uses Bond Tie-Up to Boost Tourism

Article excerpt

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 tourism body is rolling out a cinema ad with archive clips from all six Bond actors: Sean Connery, George Lazenby, Timothy Dalton, Roger Moore, Pierce Brosnan and Daniel Craig. The footage is spliced with shots of British cities and countryside.

The ad concludes with a scene from Skyfall, with current Bond actor Craig gazing out over London's skyline and the message 'Bond is GREAT Britain' on screen. 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 to offer consu-mers the opportunity to 'Live like Bond'.

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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