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VisitBritain lures US tourists with new Kingsman campaign

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

The film, from director Matthew Vaughn, is in cinemas in the US on September 22nd, 2017.

The national tourism organisation today launches a six-week global campaign in partnership with MARV films, 20th Century Fox and Expedia to inspire people to book a Kingsman-inspired holiday to Britain.

The campaign includes the launch of a “Kingsman takeover” on a bespoke VisitBritain Expedia content platform where visitors can enter a spy-inspired world through the gamified site developed by Expedia Media Solutions.

On the site, visitors can explore Kingsman-themed content including information about the British filming locations, details of visitor experiences and can create and book itineraries for their trip to Britain, which can be shared with friends through social media.

Visitors to the site can also test their secret service skills in an interactive game featuring scenes from the film and enter a competition to win a Kingsman-themed trip 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.

VisitBritain executive vice president, Americas, Gavin Landry said: “Britain is home to some of the world’s most-loved secret agents and their thrilling adventures.

“Our stunning landscapes and iconic cityscapes provide captivating backdrops for their adrenaline-induced undertakings and dashing lifestyles, from buying suits at Savile Row to hatching plots and sipping whiskey in the Scottish Highlands.

“Our collaboration with Expedia and 20th Century Fox on Kingsman: The Golden Circle is a fantastic opportunity to promote to US audiences adventurous and spy-inspired destinations that can only be experienced in Britain and convert that inspiration to visit into a booking.” 

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.

Last year also set a record for inbound tourism to Britain on overseas visits and spend overall with 37.6 million visits, up four per cent on 2015, and visitors spending £22.5 billion, up two per cent.

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