VisitBritain will kick off a campaign across key inbound markets on Friday piggy backing off hype around the latest 007 film, Skyfall.
The tourism organisation has developed its first ever film tourism advertisment and points to the impact on tourism of films such as Harry Potter, which saw a 230% increase in visitors and ¬£9m in spend to Alnwick Castle, the location for Hogwarts School.
The ‘Bond is Great Britain’ campaign is supported by Agent UK, an online game to engage the social media community.
Skyfall features well-known locations across the capital including the National Gallery, Whitehall and Greenwich as well as destinations in the Scottish Highlands.
The campaign goes across cinema, press and outdoor advertising in 21 countries including Australia, Brazil, Germany and the US.