VisitBritain is to employ the acting talents of a raft of British celebrities to promote the destination abroad.
Quintessential Brits Dame Judi Dench, Twiggy, Rupert Everett and Jamie Oliver will feature in the agency"s campaign - the first of its type in a decade.
Shot in locations around the UK, the adverts will air on BBC World News in Europe and on BBC America. They will also be shown on bbc.com and as an app on the iPad.
By homing in on foreign markets, VisitBritain hopes to capitalise on the exposure afforded the UK by the Olympics and Paralympic Games and the Queen"s Diamond Jubilee and build on the interest created by the royal wedding.
Chief executive of VisitBritain Sandie Dawe said: "With the eyes of the world on us, we have an unprecedented opportunity to showcase Britain and then to close the sale with great travel deals and offers from our partners.
"Over four years, we aim to attract 4m extra overseas visitors, who will spend £2 billion across Britain.
Tuesday, June 21, 2011