In a strategic move to boost travel to the UK, VisitBritain, in collaboration with Expedia Group, launched the ‘GOT THE SHOT’ campaign. This initiative is designed to promote the regions of North East England, Scotland, and Wales, with a focus on encouraging international tourists to visit Britain. Running from February to March, the campaign targets travelers from Australia, France, Germany, and the USA. It aligns with VisitBritain’s broader ‘Starring GREAT Britain’ campaign, which highlights the country’s cinematic beauty. The success of screen tourism has become a driving force behind this effort.
Leveraging the Power of Screen Tourism
Screen tourism has demonstrated significant appeal to potential visitors, with over 90% of travelers expressing interest in exploring locations made famous by film and television. This insight led to the creation of a three-part video series directed by BAFTA award-winning director Chris Faith. The series follows a comedy duo, Lara Ricote and Stevie Martin, as they embark on a journey across Britain. As they explore film and TV locations, they travel through Wales for epic fantasy scenes, Scotland for spy thrillers, and the North East of England for period dramas.
The campaign strategically incorporates cinematic elements to attract visitors, presenting the UK as a backdrop for cinematic storytelling. This not only makes the UK more appealing to tourists but also leverages the powerful connection between travelers and the screen locations they see in their favorite movies and TV shows. The series plays a key role in attracting those interested in both cinematic history and real-world exploration.
Featured Destinations and Regional Highlights
The ‘GOT THE SHOT’ campaign shines a spotlight on various destinations within Britain. Locations featured in the video series include Durham, Newcastle, Glasgow, Loch Fyne, Cardiff, and Bannau Brycheiniog National Park. These areas offer not just scenic beauty but rich cultural experiences and historical significance. For example, the North East of England’s rolling landscapes are shown as the perfect backdrop for period dramas, while Wales’ rugged terrain sets the stage for fantastical battles, and Scotland offers the intrigue of spy thrillers.
These destinations are presented as not only locations for cinematic filming but also ideal travel destinations in their own right. By showcasing these regions, the campaign hopes to spark interest in areas that may not be as well-known to international tourists, boosting their tourism economy.
The Power of Digital Marketing and Visual Storytelling
As part of the campaign’s outreach efforts, VisitBritain and Expedia have combined digital marketing with visual storytelling. Immersive digital advertisements and a dedicated Expedia hub with market-specific microsites aim to convert the inspiration generated by the video series into actual bookings. These ads and websites are designed to make it easy for travelers to discover and plan their trips to Britain’s most picturesque regions. With tailored marketing for different international markets, the campaign is expected to reach a broad and diverse audience.
Projected Economic Impact on UK Tourism
The impact of the ‘GOT THE SHOT’ campaign is expected to be significant. Inbound tourism is a major contributor to the UK’s economy, with visitor spending projected to reach GBP 32.5 billion in 2024. By promoting less-visited yet culturally rich areas of Britain, the campaign will help distribute tourism more evenly across the country, rather than just in traditional hotspots like London. This will benefit local economies and promote the cultural diversity of the UK, while reinforcing Britain’s global reputation as a top travel destination.
Increasing Global Appeal through Strategic Collaborations
The collaboration between VisitBritain and Expedia is a smart way to tap into the growing demand for authentic travel experiences. By pairing the allure of cinematic locations with easy access to booking tools, the campaign makes it simple for travelers to follow in the footsteps of their favorite characters, offering them an opportunity to connect with the locations they see on screen. This partnership also ensures a seamless experience for international travelers, helping to increase tourism and strengthen Britain’s position in the global travel market.
Impact on the Global Travel Industry
The effects of this campaign will not be confined to the UK alone. Globally, tourism is rebounding, with increasing numbers of people eager to explore new destinations. The use of screen tourism in campaigns like this has far-reaching effects, as it encourages travelers to explore new places, expanding tourism to regions that may not have been on their radar. By showcasing a variety of experiences – from epic fantasy locations in Wales to spy thriller settings in Scotland – the campaign broadens the appeal of Britain to diverse international audiences. It also creates a new avenue for smaller destinations to receive international attention and visitors.
The collaboration also plays a significant role in digital marketing, which is becoming more crucial for the travel industry as travelers increasingly seek out inspiration online. By offering engaging visual content combined with booking platforms, the campaign paves the way for more digital-savvy travelers to plan their trips with ease.
A New Era for British Tourism
As the ‘GOT THE SHOT’ campaign unfolds, it is expected to significantly boost tourism to Britain’s lesser-known regions while reinforcing the country’s global reputation. Through the use of screen tourism, targeted digital marketing, and strategic partnerships, VisitBritain and Expedia are ensuring that both the film-inspired traveler and the cultural explorer can experience the best of Britain. This campaign serves as a reminder of how the travel industry continues to evolve, with collaborations and digital marketing taking center stage in creating unforgettable experiences for travelers worldwide.
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