15 January 2009

Visit Britain flies with BA backing

SYDNEY - British Airways and VisitBritain (Australia) have teamed up for the first time ever to promote the UK to Australian travellers via a jointly-funded television campaign launching this week, inspiring consumers to take a different view of Britain.

To support the campaign, British Airways is currently offering return flights from Australia to the UK, from only A$1,999. A free return trip between London and the following cities is also included: Aberdeen, Edinburgh, Glasgow, Manchester, Jersey and Newcastle.

The television commercial showcases contemporary BritainÃ¢â¬â¢s culture and lifestyle in the context of its rich heritage and famous history, whilst challenging perceptions by mixing bright, dynamic images of modern Britain with scenes of more traditional, recognisable landmarks.

The soundtrack features Supergrass, a celebrated British alternative rock band which embodies the world-renowned, innovative nature of BritainÃ¢â¬â¢s thriving music and arts industry.

From January 15, the commercial will run nationally for three weeks on satellite (Biography, Discovery, Fox, Classics, Hallmark, History, Lifestyle and UKTV), inviting viewers to experience contemporary Britain and encouraging them to contact their local travel agent to take advantage of the promotional fare.

The campaign will also be supported by a specially-developed microsite (www.visitbritain.com.au/ba) showcasing the very best of British culture and lifestyle.

Judy Watkins, country manager, VisitBritain (Australia & New Zealand), added: Ã¢â¬ÅâœThis campaign encapsulates the vibrancy and dynamism of the destination. The image of contemporary Britain, contrasted with the history and heritage, enables us to challenge perceptions, whilst still celebrating much-loved icons.

"With a wealth of great events occurring in Britain occurring during 2009 Ã¢â¬' including Homecoming Scotland and The Ashes - this is the optimum time to consider a visit.Ã¢â¬~