VisitBritain launches spy-inspired tourism campaign in advance of Kingsman: The Golden Circle

VisitBritain is tempting tourists to come and discover the exciting, secretive and adventurous side of Britain in a new film tourism campaign ahead of Kingsman: The Golden Circle in cinemas this month.

The national tourism organisation has launched a six-week global campaign in partnership with MARV films and 20th Century Fox to inspire people to book a Kingsman-themed holiday to Britain.

Kingsman: The Golden Circle was filmed across Britain and features iconic landmarks including Savile Row, Hyde Park, Eventim Apollo (formerly Hammersmith Apollo) and the Greenwich Royal Naval College in London. Other filming locations include Principality Stadium in Cardiff, Wales and GlenDronach Distillery in Forgue by Huntly, Scotland.

VisitBritain’s digital and social media campaign drives online traffic to its Kingsman: The Golden Circle campaign hub on Visitors to the site can explore Kingsman-themed content and information on the British locations in the film and details of visitor experiences as well as view the official trailer, images and blogs.

There is also a ‘user-generated’ feed of content, with visitors encouraged to upload their own images of spy-inspired experiences and locations in Britain.

VisitBritain/VisitEngland Director of Marketing Clare Mullin said:

Britain is home to some of the world’s most-loved secret-agents and our stunning landscapes and iconic cityscapes provide a captivating backdrop for their thrill-seeking adventures and dashing lifestyles, from buying suits at Savile Row to hatching plots and supping whiskey in the Scottish Highlands.

"Our collaboration with MARV films and 20th Century Fox on Kingsman: The Golden Circle is a fantastic opportunity to promote to a global audience of millions the adventurous and spy-inspired destinations that can only be experienced on a trip to Britain.”

20th Century Fox Executive Vice President, Marketing Partnerships, Zachary Eller said:

We’re excited to continue to bring the world of the Kingsman’s Britain to moviegoers. The experience that VisitBritain has created allows fans to delve deep into this world.”

Kingsman: The Golden Circle stars original cast members Colin Firth, Taron Egerton, and Mark Strong and introduces new cast members Jeff Bridges, Channing Tatum, Pedro Pascal, Halle Berry, Elton John and Julianne Moore. The film launches in the in the UK on 20 September and in the US on 22 September. 

Research by VisitBritain shows that films are powerful motivators for travel with more than a third of all potential visitors to Britain wanting to visit places they have seen in movies or on TV. Films also shine the spotlight on less visited but equally inspiring destinations, boosting tourism across more of Britain.

For more than a decade VisitBritain has been promoting Britain to the world through film, most recently as part of the UK Government’s GREAT Britain campaign.

Last year set a record for inbound tourism to Britain on visits and spend with 37.6 million visits, up 4% on 2015 with visitors spending £22.5 billion, up 2%.

Notes to editors:

About the film:

  • Kingsman: The Golden Circle premieres in cinemas in the UK on 20 September, and in the US on 22 September, 2017. 
  • In 2015, Kingsman: The Secret Service introduced the world to Kingsman, an independent, international intelligence agency operating at the highest level of discretion whose ultimate goal is to keep the world safe. In Kingsman: The Golden Circle, the heroes face a new challenge when their headquarters are destroyed and the world is held hostage. Their journey leads them to the discovery of an allied spy organization in the US called Statesman, dating back to the day they were both founded. In a new adventure that tests the agents’ strength and wits to their limits, these two elite secret organizations band together to defeat a ruthless common enemy in order to save the world. 
  • Kingsman film fans have a unique opportunity to visit a special destination in Britain, a Kingsman: The Golden Circle store is now open in St James, London, for a short time. The Kingsman store is a dedicated standalone retail space where the public can shop the second Kingsman ‘costume to collection’ range whilst immersing themselves in the world of a gentleman spy. Housed next to the 300–year-old wine merchant Berry Bros. & Rudd in the heart of St James’s, this is a destination for the discerning gentleman shopper. The standalone shop plays an integral part within the plot of Kingsman: The Golden Circle, which means not only will customers and fans be able to shop the collection in a physical retail space, they will also be able to enter an authentic Kingsman location, plucked straight from the new film.