VisitBritain hosted a blockbuster film-inspired reception for travel trade in Toronto in support of its new global screen tourism campaign this week. The event followed similar gatherings in Dubai and Australia, with over a dozen more to come to launch the ‘Starring GREAT Britain’ campaign, which features a star-studded film drawing on iconic film and TV moments made in the UK.
Among them: Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Paddington to Fast & Furious to Mary Poppins Returns, and more.
The reception, held at the residence of the British Consul General Toronto, Fouzia Younis, and attended by new British High Commissioner to Canada Robert Tinline, presented the campaign’s launch film, which designed to take viewers on a cinematic journey through Britain, giving them a “front row seat” to the destinations at the heart of the on-screen action.
Directed by Academy Award-winning British director Tom Hooper, the film is supported by a wider international advertising campaign.
The film campaign comes as VisitBritain’s screen tourism research shows that more than nine-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip.
Visit Britain Canadian director Cathy Stapells said her office receives plenty of enquiries about film sites in Britain.
Consul general Younis further noted her country’s connection with the Toronto International Film Festival (TIFF), which counted 11% of its films as having been produced in the UK last year.
But no matter the story line – many of which feature iconic British settings (like Buckingham Place or Big Ben), and others simply stand-in landscapes (such as for Game of Thrones) – “Britain is always the star of the show!” she maintained, adding the diversity of Britain beyond London is a key draw for both filmmakers and visitors.
For travel advisors and clients, the campaign directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure, encouraging visitors to broaden their itineraries, discover more regional destinations and stay longer. A digital map links to film inspired locations, attractions and experiences across the nations and regions.
A sample of film-inspired offerings from Scotland, for example includes:
• Outlander Tour Edinburgh | 1 Day Tour | Rabbie’s Tours
• Visit three castles and a well-preserved village on this adventure through the sights and stories of Outlander.
• 1 Day Rosslyn Chapel & Scottish Borders Tour from Edinburgh | Rabbie’s
• Uncover the myths and legends of the Da Vinci Code on this Rosslyn Chapel tour from Edinburgh.
• Outlander Tours of Scotland and More by Mary’s Meanders
• Travel back in time and discover how Scotland’s past shaped Jamie and Claire’s story
• Famous film & TV locations | National Trust for Scotland
• Many National Trust for Scotland locations have welcomed various productions over the years, including international drama series and Hollywood Film sets. Find out more here: Travel trade | National Trust for Scotland.
• Historic Environment Scotland, Filming Locations
• Lights, camera, action! Dispersed across the whole of Scotland, plenty of Historic Environment Scotland locations have had a starring role on the Silver Screen. Find out more here: Travel Trade | Historic Scotland.
The ‘Starring GREAT Britain’ campaign is part of the UK Government’s GREAT campaign and was developed in collaboration with the national tourism boards of England (VisitEngland), Scotland (VisitScotland), Wales (Visit Wales) as well as London & Partners.
In Toronto, the event was supported by key partners including Virgin Atlantic, Taj Hotels, Golden Tours, Experience Oxfordshire, Oxford Official Walking Tours, Great Western Railways, The Store, Twinings, Toronto International Film Festival and Cineplex.
The former, represented by Virgin country manager Steve Goulding, noted the launch of Virgin Atlantic service from Toronto to London on March 31.
Goulding said Toronto is the second largest gateway in North America for Britain, and that the Virgin flights, supported by the carrier’s codeshare with WestJet, is a connection to all of Canada, not just, Toronto.
Check out the launch video below:
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