Working with Heathrow Airport and the UK Government’s GREAT campaign, national tourism agency VisitBritain has brought its global screen tourism campaign ‘Starring GREAT Britain’ to Heathrow Airport.
International visitors arriving at Heathrow Airport will be welcomed to the airport’s immigration halls by the Starring GREAT Britain multi-media advertising campaign which showcases destinations across England, Scotland and Wales as the backdrop to great stories, action and adventure.
Home Office Minister Seema Malhotra toured the site earlier this week alongside VisitBritain CEO Patricia Yates and Heathrow Airport COO Javier Echave.
VisitBritain Chief Executive Patricia Yates said:
“Showcasing our campaign at Heathrow Airport is a fantastic opportunity to give a warm welcome to international visitors, using film and TV as the hook to tell the story of Britain today.
“Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to encourage visitors to explore more of Britain, driving their spending across our nations and regions, boosting local economies.”
Heathrow’s Chief Operating Officer, Javier Echave said:
“We’re delighted to be hosting the “Starring GREAT Britain” campaign at Heathrow in partnership with VisitBritain and UK Government. As the UK’s Gateway to Growth, Heathrow is the UK’s front door to millions of passengers every year and it’s fantastic to be able to welcome them by spotlighting iconic film locations across Britain. We hope that it inspires travellers, both on their current journey and for future adventures, to create their own stories in the cinematic landscapes that have brought world renowned tales to life on screen.”
The installation comes as part of the UK Government’s GREAT campaign’s ongoing partnership with Heathrow Airport.
VisitBritain’s Starring GREAT Britain screen tourism campaign comes as its research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip.
The campaign rolled out internationally from late January, kicking off with a blockbuster inspired launch film that sees Britain’s destinations the real star of the show. This is supported by a wider global advertising campaign, using films and tv shows as the hook to showcase regional locations and inspire visits now.
The ‘Starring GREAT Britain’ campaign, part of the UK Government’s GREAT campaign, has been developed working in close collaboration with the national tourism boards of England (VisitEngland), Scotland (VisitScotland), Wales (Visit Wales) as well as London & Partners.
Inbound tourism is one of the UK’s most valuable service exports and a major part of British trade, worth an estimated £33.7 billion to the economy in 2025 in visitor spending.
ENDS
Notes to editors:
- For more information about VisitBritain’s ‘Starring GREAT Britain’ campaign and destination inspiration to come and see the real star of the show in 2025 see: https://www.visitbritain.org/news-and-media/industry-news-and-press-releases/visitbritain-launches-global-screen-tourism
- VisitBritian’s ‘Starring GREAT Britain’ campaign is part of the UK Government’s GREAT campaign, For more information about the UK Government’s GREAT campaign see: https://www.greatcampaign.com
- The ‘Starring GREAT Britain’ creative advertising campaign was developed with Pablo Creative Agency, OMD Media Agency OmniGOV and global creative production agency Tag Worldwide.
