In October 2012, coinciding with the celebrations for the 50th anniversary of 007, we launched our biggest ever film tourism campaign, centred around the release of SKYFALL™, the 23rd James Bond adventure. Under the tagline “Bond is GREAT Britain”, our campaign included cinema, press, digital and outdoor advertising. Our first ever film tourism ad was shown in cinemas in key inbound markets like Australia, Brazil, Germany and the US.
On the digital front, we launched an online SKYFALL experience - Agent UK - designed to engage with our digital and social media followers, including our Love UK (www.facebook.com/loveGreatBritain) fans on Facebook. Entrants completed five online missions across the UK, leading them to identify the hidden location of the rogue agent. Around the release of SKYFALL, a sweepstake competition in each of our core markets was undertaken. Winners had the chance to “Live the Bond lifestyle” – including a private behind the scenes tour of the Aston Martin headquarters and a master class to learn how to make the perfect martini.
Watch a short film about the successes of the campaign
The partnership between VisitBritain and Sony Pictures and Twentieth Century Fox resulted in PR coverage in 21 markets valued at £36million as well as £3.5 million worth of exposure for the Britain brand and partners through the sweepstake competition.
Some of the key facts are also highlighted in the infographic below.