What Promotional Campaigns Are Visit England Using To Attract Tourism?

Visit England is using innovative promotional campaigns to attract tourism. SIXT.VN can help you experience the best of Vietnam with services designed for a seamless travel experience. From airport transfers to curated tours, discover how SIXT.VN makes exploring Vietnam easy. Plan your ultimate visit to Vietnam.

1. What is “Starring GREAT Britain” Campaign by Visit England?

The “Starring GREAT Britain” campaign is Visit England’s global screen tourism campaign that was launched to drive inbound tourism across Britain. The campaign uses the appeal of iconic film and TV locations to attract international visitors. According to VisitBritain’s screen tourism research, over 90% of potential visitors to the UK are interested in visiting film and TV locations. This initiative aims to capitalize on the powerful draw of screen tourism, encouraging visitors to explore the diverse destinations featured in popular movies and TV shows. The campaign showcases Britain as a star in its own right, highlighting its dynamic cities, world-class attractions, and stunning countryside. The campaign’s goal is to boost local economies by increasing visitor spending across different regions of Britain.

1.1. How Does the Starring GREAT Britain Campaign Work?

The campaign operates through a multi-faceted approach.

• Launch Film: The centerpiece is a launch film, directed by Academy Award-winning British director Tom Hooper, which showcases locations from famous films and TV series like Mission: Impossible, Bridget Jones, Harry Potter, and House of the Dragon.
• Advertising Campaign: The launch film is supported by a wider advertising campaign across key international markets such as Australia, the GCC countries, France, Germany, and the USA.
• Digital Hub: A dedicated screen-tourism hub on VisitBritain’s website offers itineraries themed around different film genres, providing visitors with detailed information about filming locations and related attractions.
• Partnerships: Collaborations with partners like Expedia Group amplify the campaign’s reach and drive bookings.
• Social Media Engagement: The campaign is promoted across VisitBritain’s social media channels, encouraging tourism businesses to share local screen tourism experiences using the hashtag #StarringGreatBritain.

1.2. What Locations are Featured in the Starring GREAT Britain Campaign?

The campaign features a wide array of locations across England, Scotland, and Wales, highlighting both urban and rural settings:

London:

• Tower Bridge (Spider-Man: Far From Home)
• St Paul’s (Mission: Impossible – Fallout)
• Houses of Parliament and the Thames (Sherlock Holmes)
• Kenwood House (Notting Hill)
• Portobello Road (Paddington)
• Shepperton Studios (Mary Poppins Returns)

England:

• Lake District, Cumbria (Mission: Impossible – Dead Reckoning, Paddington 2)
• Eastnor Castle, Herefordshire (Succession)
• Cragside, Northumberland (Jurassic World: Fallen Kingdom)
• West Wycombe Park, Buckinghamshire (Bridgerton)
• Headcorn Aerodrome in Ashford, Kent (Bridget Jones: The Edge of Reason)

Wales:

• Anglesey, North Wales (House of the Dragon)

Scotland:

• Loch Shiel, Highlands (Harry Potter & the Prisoner of Azkaban)
• Edinburgh, Lowlands (F9)

2. What is the Impact of Screen Tourism on the UK Economy?

Screen tourism significantly boosts the UK economy.

• Tourism industry contributes £74 billion.
• Attracts international visitors and boost spending across regions, benefiting local economies.
• Strengthens perceptions of Britain globally as a place to visit and invest.
• Visitors are 16% more likely to invest in UK businesses, products, and services.

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3. How Does VisitBritain Collaborate with Other Organizations?

VisitBritain collaborates with various organizations to enhance the impact and reach of its campaigns. The ‘Starring GREAT Britain’ campaign is a collaborative effort with national tourism boards such as VisitEngland, VisitScotland, Visit Wales, and London & Partners. These partnerships ensure a coordinated approach to promoting tourism across different regions of Britain. VisitBritain also works closely with the British Film Commission to boost screen tourism, leveraging the UK’s capacity to host major film and TV productions. Collaborations with travel companies like Expedia Group help to drive bookings and amplify the campaign’s message. Additionally, VisitBritain engages with international travel trade through events like ‘Showcase Britain,’ where top travel professionals explore tourism products and experiences.

3.1. What is the Role of the British Film Commission in Promoting Screen Tourism?

The British Film Commission plays a crucial role in promoting screen tourism by attracting and supporting major film and TV productions in the UK. This enhances the range of screen-related visitor experiences and locations available to tourists. The commission works with VisitBritain to leverage the appeal of these productions, driving economic growth and strengthening perceptions of Britain as a destination for both leisure and investment. The collaboration between VisitBritain and the British Film Commission ensures that the tourism and creative industries work together to maximize the benefits of screen tourism.

3.2. How Does VisitBritain Engage with the Travel Trade?

VisitBritain actively engages with the travel trade to promote tourism products and experiences inspired by film and TV locations. Events like ‘Showcase Britain’ bring together top travel trade professionals from around the world to explore the latest tourism offerings. VisitBritain provides resources such as images of film and TV locations, itineraries featuring trade-bookable products, and access to the VisitBritain Shop, which offers a variety of film and TV-related experiences. By equipping the travel trade with these tools, VisitBritain aims to increase bookings and encourage the promotion of Britain as a premier destination for screen tourism.

3.3. What Marketing Channels are used by VisitBritain?

VisitBritain uses a mix of marketing channels to promote its campaigns:

• Digital Billboards: Advertising on large digital billboards in prominent locations.
• Social Media: Branded content across various social media platforms.
• Websites: Screen-tourism hubs with itineraries and film-inspired locations.

4. What are the Key Elements of an Effective Tourism Campaign?

Effective tourism campaigns share key elements:

• Clear Targeting: Identify and focus on specific audience segments.
• Compelling Messaging: Craft messages that resonate emotionally.
• Visual Appeal: Utilize high-quality images and videos.
• Strategic Partnerships: Collaborate with other organizations to expand reach.
• Digital Presence: Use online channels to engage potential visitors.
• Measurable Goals: Set clear objectives and track performance.

4.1. How Can Destinations Leverage Film and TV to Boost Tourism?

Destinations can leverage film and TV in various ways:

• Promote Filming Locations: Highlight locations featured in popular productions.
• Create Themed Tours: Develop tours that visit iconic filming sites.
• Host Events: Organize events related to films and TV shows.
• Partner with Studios: Collaborate with film studios for cross-promotion.
• Use Social Media: Share behind-the-scenes content and engage fans.

4.2. What Role Does Digital Marketing Play in Modern Tourism Campaigns?

Digital marketing plays a crucial role:

• Reach: Extends campaigns to a global audience.
• Engagement: Allows for direct interaction with potential visitors.
• Personalization: Tailors content to individual preferences.
• Analytics: Provides data to optimize campaign performance.
• Cost-Effectiveness: Offers targeted advertising options.

4.3. How Important is Collaboration in Tourism Promotion?

Collaboration is vital:

• Resource Sharing: Allows organizations to pool resources.
• Expanded Reach: Extends campaigns to broader audiences.
• Diverse Expertise: Brings different skills and knowledge to the table.
• Unified Messaging: Ensures consistent promotion of the destination.
• Stronger Impact: Creates a more powerful and cohesive campaign.

5. What Other Campaigns Has VisitEngland Launched?

VisitEngland has launched several other campaigns to promote tourism:

• “Escape the Everyday”: Encourages domestic tourism by showcasing unique experiences.
• “Join the World, Discover the UK”: Targets international visitors, highlighting diverse attractions.
• “Tourism Superstar”: Recognizes and celebrates individuals contributing to tourism.

5.1. How Does “Escape the Everyday” Promote Domestic Tourism?

“Escape the Everyday” promotes domestic tourism by:

• Highlighting Unique Experiences: Showcasing hidden gems and unusual activities.
• Targeting Local Audiences: Encouraging residents to explore their own country.
• Using Visual Storytelling: Creating compelling content that inspires travel.
• Partnering with Local Businesses: Supporting and promoting local tourism operators.
• Offering Deals and Discounts: Providing incentives for domestic travel.

5.2. What are the Objectives of the “Join the World, Discover the UK” Campaign?

The “Join the World, Discover the UK” campaign aims to:

• Attract International Visitors: Position the UK as a top global destination.
• Showcase Diversity: Highlight the variety of attractions across the country.
• Boost the Economy: Increase visitor spending and support local businesses.
• Enhance Global Image: Strengthen the UK’s reputation as a welcoming destination.
• Drive Bookings: Encourage potential visitors to plan and book trips.

5.3. How Does VisitEngland Support Local Tourism Businesses?

VisitEngland supports local tourism businesses by:

• Providing Marketing Resources: Offering tools and guidance for promotion.
• Facilitating Networking: Connecting businesses with industry partners.
• Promoting Local Events: Highlighting festivals and cultural activities.
• Offering Training Programs: Providing skills development opportunities.
• Lobbying for Support: Advocating for policies that benefit the industry.

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7. What are Some Must-Visit Film Locations in the UK?

Many film locations should be on your list:

• Alnwick Castle, England (Harry Potter): Hogwarts School of Witchcraft and Wizardry.
• Loch Ness, Scotland (Various): Iconic Scottish loch with mythical charm.
• Bath, England (Bridgerton): Elegant Georgian city with historical appeal.
• Highclere Castle, England (Downton Abbey): The grand estate of the Crawley family.
• Giant’s Causeway, Northern Ireland (Game of Thrones): Unique geological formation.

7.1. How Does Alnwick Castle Attract Harry Potter Fans?

Alnwick Castle attracts Harry Potter fans through:

• Filming Location: Serving as Hogwarts in the early films.
• Themed Events: Hosting broomstick training and wizarding shows.
• Interactive Exhibits: Showcasing props and costumes from the films.
• Guided Tours: Providing insights into the castle’s role in the series.
• Magical Atmosphere: Capturing the enchanting spirit of the Harry Potter world.

7.2. What Makes Loch Ness a Popular Tourist Destination?

Loch Ness is popular due to:

• Mythical Creature: The legend of the Loch Ness Monster.
• Stunning Scenery: Breathtaking landscapes and tranquil waters.
• Historical Significance: Ancient ruins and historical sites.
• Outdoor Activities: Hiking, boating, and wildlife watching.
• Cultural Heritage: Rich folklore and Scottish traditions.

7.3. Why is Bath a Favorite Location for Period Dramas?

Bath is a favorite due to:

• Georgian Architecture: Elegant buildings and historical streets.
• Historical Authenticity: Preserved heritage and cultural landmarks.
• Scenic Beauty: Picturesque landscapes and charming atmosphere.
• Cultural Attractions: Museums, theaters, and art galleries.
• Accessibility: Convenient location and easy access to other cities.

8. What Travel Tips Should You Know Before Visiting the UK?

Before visiting the UK, know these tips:

• Currency: British Pound (GBP).
• Transportation: Use trains, buses, and the London Underground.
• Weather: Pack for unpredictable weather.
• Etiquette: Be polite and queue properly.
• Tipping: Tip 10-15% in restaurants and taxis.

8.1. How Can You Navigate the UK’s Public Transportation System?

Navigate the UK’s public transport system by:

• Using an Oyster Card: For easy travel on London’s transport network.
• Purchasing Train Tickets in Advance: To save money and secure seats.
• Downloading Travel Apps: For real-time updates and route planning.
• Understanding Bus Routes: Familiarizing yourself with local bus services.
• Utilizing National Rail Enquiries: For train information and timetables.

8.2. What are Some Essential Items to Pack for a Trip to the UK?

Essential items to pack:

• Rain Gear: Umbrella and waterproof jacket.
• Comfortable Shoes: For walking and exploring.
• Layers: Versatile clothing for changing weather.
• Travel Adapter: For electronic devices.
• First-Aid Kit: Basic medical supplies.

8.3. How Can You Experience Local Culture in the UK?

Experience local culture by:

• Visiting Local Markets: Exploring artisan crafts and food stalls.
• Attending Festivals: Celebrating local traditions and events.
• Trying Local Cuisine: Sampling regional dishes and drinks.
• Visiting Museums and Galleries: Discovering art and history.
• Engaging with Locals: Interacting with residents and learning about their lives.

9. How Can you Plan a Multi-City Tour of the UK?

Planning a multi-city tour involves:

• Choosing Destinations: Selecting cities based on interests.
• Creating an Itinerary: Mapping out travel days and activities.
• Booking Accommodation: Reserving hotels or rentals in advance.
• Arranging Transportation: Planning train or bus travel between cities.
• Budgeting Expenses: Estimating costs for accommodation, transport, and activities.

9.1. What are the Best Ways to Travel Between Cities in the UK?

The best ways to travel are:

• Trains: Fast and efficient for long distances.
• Buses: Affordable and convenient for shorter trips.
• Rental Cars: Flexible for exploring rural areas.
• Domestic Flights: Quick but more expensive.
• Coaches: Budget-friendly for longer journeys.

9.2. What are Some Popular Multi-City Itineraries in the UK?

Popular itineraries include:

• London, Oxford, Bath: Exploring historical sites and charming towns.
• Edinburgh, Glasgow, Inverness: Discovering Scottish culture and landscapes.
• Manchester, Liverpool, York: Visiting vibrant cities in Northern England.
• Cardiff, Swansea, Brecon Beacons: Experiencing Welsh culture and nature.
• Belfast, Derry, Giant’s Causeway: Exploring Northern Ireland’s history and beauty.

9.3. How Can You Make the Most of a Limited Time in the UK?

Maximize your time by:

• Prioritizing Must-See Attractions: Focusing on key landmarks.
• Using Public Transportation: Saving time and money on travel.
• Booking Tours in Advance: Skipping lines and maximizing efficiency.
• Planning Activities Strategically: Grouping attractions by location.
• Staying in Central Locations: Minimizing travel time.

10. What are the Benefits of Booking a Guided Tour in the UK?

Booking a guided tour offers:

• Expert Knowledge: Insights from local guides.
• Convenience: Organized itineraries and transportation.
• Time-Saving: Efficient sightseeing and skip-the-line access.
• Cultural Immersion: Deeper understanding of local traditions.
• Safety and Security: Travel with experienced professionals.

10.1. What Types of Guided Tours are Available in the UK?

Types of tours in the UK:

• Walking Tours: Exploring cities on foot.
• Bus Tours: Comprehensive sightseeing from a comfortable vehicle.
• Historical Tours: Discovering ancient sites and landmarks.
• Food Tours: Sampling local cuisine and culinary delights.
• Private Tours: Customized experiences tailored to individual interests.

10.2. How Can You Find Reputable Tour Operators in the UK?

Find reputable tour operators by:

• Checking Online Reviews: Reading feedback from previous customers.
• Seeking Recommendations: Asking for referrals from friends or family.
• Verifying Credentials: Ensuring the operator is licensed and insured.
• Comparing Prices: Evaluating different options to find the best value.
• Contacting the Operator: Asking questions and assessing their responsiveness.

10.3. What Questions Should You Ask Before Booking a Guided Tour?

Ask these questions before booking:

• What is included in the tour price?
• What is the duration of the tour?
• What is the group size?
• What is the cancellation policy?
• What languages are the tours offered in?

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FAQ about Visit England’s Tourism Campaigns

1. What is screen tourism?

Screen tourism involves visiting destinations featured in films and TV shows.

2. How does VisitEngland measure the success of its campaigns?

VisitEngland measures success through visitor numbers, spending, and brand awareness.

3. Can small businesses participate in VisitEngland’s campaigns?

Yes, small businesses can participate by using campaign hashtags and sharing local experiences.

4. What role does sustainability play in VisitEngland’s tourism strategy?

Sustainability is a key focus, promoting responsible travel and eco-friendly practices.

5. How does VisitEngland adapt its campaigns for different international markets?

VisitEngland tailors campaigns to resonate with specific cultural preferences.

6. Are there any campaigns focused on accessible tourism?

Yes, VisitEngland promotes accessible tourism, ensuring inclusivity for all visitors.

7. What resources does VisitEngland offer for travel planning?

VisitEngland offers travel guides, itineraries, and online booking platforms.

8. How does VisitEngland promote cultural heritage tourism?

VisitEngland highlights historical sites, museums, and cultural events.

9. What is the impact of Brexit on VisitEngland’s tourism campaigns?

VisitEngland focuses on reassuring international visitors and promoting ease of travel.

10. How can I stay updated on VisitEngland’s latest campaigns?

You can stay updated through VisitEngland’s website and social media channels.

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