VisitBritain is enticing international visitors to come and discover the wonders of Britain, in a new film tourism campaign ahead of the release of Paddington 2.
The tourism organisation has partnered with StudioCanal to compel people to book an adventure-filled, marmalade-inspired holiday to the UK.
The film is in UK cinemas from November 10th.
The sequel follows Paddington as he explores London.
Among the many iconic locations featured in the film are Tower Bridge, St Paul’s Cathedral, London Paddington station, Portobello Road and Little Venice.
VisitBritain’s digital and social media campaign drives online traffic to a campaign hub.
Visitors to the site can explore Paddington-themed content, including a shareable interactive marmalade-inspired menu, and bookable bear-approved visitor experiences.
They can also enter a competition to win a family trip to Britain to explore London and beyond by train, highlighting the ease of travelling around the UK.
The hub also features a ‘user-generated’ feed of content, with visitors encouraged to upload their own Paddington-inspired experiences in Britain, using #Paddington2 and #PaddingtonsBritain.
VisitBritain director of marketing, Clare Mullin, said: “With his distinctive blue coat and his love of marmalade, this Peruvian bear, who made Britain his home, helps to inspire visitors from around the world to come and explore the wonderful and exciting experiences that the UK has to offer.
Paddington 2 features British film stars Hugh Bonneville, Sally Hawkins, Jim Broadbent, Hugh Grant, Julie Walters, Brendan Gleeson and Ben Whishaw, reprising his role as the voice of Paddington.
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