Visit Britain advises that If you’re “Madferit” in Manchester, as illustrated in the image above you, are “excited” and not, “a crazy weasel.” And when a Geordie in Newcastle says “alreet, pet,” they simply mean “hi,” not that you’re an okay cat.

Such meaningful insights are part of VisitBritain’s new marketing campaign, which plays with the idea of the “shared language” between North America and the UK while showcasing the diversity of Britain’s destinations by inviting visitors to try out local accents and phrases.

Consumers are invited to have a go at mastering a variety of accents from across Britain through a new mobile game (https://www.visitbritain.com/en/app/accents#/) that uses machine learning to test players, while sharing links with destination information to drive bookings.

The accent game is part of national tourism agency’s new multi-million-pound “Fake (Br)it Till You Make It,” international campaign in Canada for 2023, designed to drive tourism to Britain.

The multi-media marketing campaign uses a mix of on- and-offline channels including content across social media, influencers, custom content partners, digital display, and audio advertising, directing online traffic to a landing page on VisitBritain.com with ideas and links to activities, attractions, and experiences.

Branded content features a variety of local phrases alongside destination images, and a series of short films sees Brits sharing a warm welcome in local accents and dialects promoting their destinations, encouraging visitors to come and explore for themselves.

“Our priority is to harness the strong recovery and growth we have seen from Canada, and we are delighted to be running this dedicated and playful campaign, tapping into motivations to travel right now,” says VisitBritain Executive VP for The Americas, Paul Gauger.

“This innovative game puts Britain’s diversity front and centre, using modern technology to engage players, tell the story of our dynamic destinations, and inspire Canadian visitors to discover more, stay longer and explore year-round.”

The ‘Fake (Br)it Till You Make It’ campaign furthers VisitBritain research that show feelings of welcome and connection are top motivators for Canadian travellers in choosing a holiday destination, and the campaign builds on existing cultural ties by inviting visitors to learn more about the accents they have heard through British film and TV and by highlighting the personal connections and fun, unexpected experiences to be found on their next trip to Britain.

The initiative is part of the international GREAT Britain marketing efforts that invite visitors to ‘See Things Differently,’ and showcasing Britain as a “dynamic, diverse and exciting destination, packed full of activities to come and enjoy now, with a warm British welcome at its heart.”

The campaign will also capture major events in 2023 including the Coronation of King Charles III and Liverpool hosting the Eurovision Song Contest, on behalf of Ukraine, both taking place in May – and both examples of “valuable opportunities to show Britain’s welcome, creativity, and ability to host events of the highest calibre.”