Scotland will be among the locations taking centre stage in a new international tourism campaign - "Starring GREAT Britain" - that launches today (28 January).
We've been working closely with VisitBritain, who have developed the campaign, alongside other national tourism boards, with the aim of using the power of film and TV to drive inbound tourism.
The campaign shines the spotlight on Britain’s dynamic and diverse destinations, the backdrop to stories familiar all over the world from the big and small screen.
Hear from our CEO Vicki Miller about how the campaign is using the power of film and TV to inspire travel...
Lights, camera, action!
A block-buster-inspired launch film has been created 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. Scenes filmed in Scotland, include from Harry Potter and Fast & Furious, as well as the chance to see experiences visitors can enjoy such as mountain biking, yoga and heritage train journeys.
As well as the film, the campaign uses a mix of channels to showcase destinations across Scotland, England and Wales as the backdrop to great stories, action and adventure. People will see the campaign on large digital billboards in locations from Sunset Boulevard in Los Angeles to Berlin’s famous Kudamm Avenue, from the City Walk hub in Dubai to the Jeddah Corniche in Saudi Arabia, alongside branded content across social media.
The campaign will run across the UK’s largest and most valuable inbound visitor markets - including Australia, the Gulf Co-operation Council (GCC) countries, France, Germany and the USA.
Watch the campaign film
The campaign directs viewers to a dedicated webpage on VisitBritain’s global consumer website featuring a digital map and itineraries themed around film genres with inspired locations, attractions and experiences to discover more regional destinations and stay longer.
Screen tourism
The 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.
Set-jetting is a well-established trend in Scotland, with films and TV shows as varied as Harry Potter, James Bond, Braveheart, Shetland and Outlander leaving a lasting impression on viewers and inspiring them to visit.
Our own research shows that one in five visitors to Scotland have been inspired by TV, film and literature.
It’s fantastic to be working with VisitBritain to showcase Scotland in this new international campaign "Starring GREAT Britain". The latest research shows the power of film and TV to inspire travel and this campaign will encourage visitors from key international markets to experience the real on-screen locations and put themselves in the picture.
Film and TV productions not only boost the local economy in the short-term but are a shop window for the country’s amazing landscapes, heritage and culture. We know that films and TV programmes featuring Scotland have a particularly strong influence on our European and long-haul visitors, who tend to stay longer and spend more.
Our focus is on encouraging the seasonal and regional spread of tourism. It's key to making Scotland a must-visit, must-return year-round destination. Screen tourism helps support these aims, with filming locations across country providing a starting point for visitors to discover the authentic and memorable experiences Scotland has to offer.
Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract international visitors and drive their spending across our nations and regions, boosting local economies. Using film and TV as the hook we’re telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our welcome centre-stage.
Films, TV and tourism have a lot in common. They bring people together and they can transport us to new places, experiences and adventures. From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality, Starring GREAT Britain inspires visitors to put themselves in the picture, discover more and book a trip to Britain right now.
Get involved
Tourism businesses, attractions and destinations across Britain are invited to get involved by sharing local screen tourism experiences across their own channels using #StarringGreatBritain.