Published on Thursday, September 14, 2017

VisitBritain launches spy-themed campaign ahead of film release


VisitBritain is launching a marketing campaign on the back of a new spy film coming out later this month.

The national tourism organisation has launched a six-week global campaign ahead of the release the Kingsman: The Golden Circle, which comes out in the UK on September 20 and in the US on September 22.

Starring Colin Firth, Jeff Bridges, Halle Berry, Elton John and Julianne Moore, the movie was filmed across Britain and features iconic landmarks including Savile Row, Hyde Park, and the Greenwich Royal Naval College in London.

Other filming locations include Principality Stadium in Cardiff and GlenDronach Distillery in Forgue by Huntly, Scotland.

VisitBritain's digital and social media campaign drives online traffic to its Kingsman: The Golden Circle campaign hub on visitbritain.com/kingsman.

Visitors to the site can explore content and information on the British locations in the film and details of visitor experiences, as well as view the official trailer, images and blogs.

There is also a 'user-generated' feed of content, with visitors encouraged to upload their own images of spy-inspired experiences and locations in Britain.

"Britain is home to some of the world's most-loved secret-agents and our stunning landscapes and iconic cityscapes provide a captivating backdrop for their thrill-seeking adventures and dashing lifestyles, from buying suits at Savile Row to hatching plots and supping whiskey in the Scottish Highlands," said VisitBritain/VisitEngland director of marketing Clare Mullin.

"Our collaboration with MARV films and 20th Century Fox on Kingsman: The Golden Circle is a fantastic opportunity to promote to a global audience of millions the adventurous and spy-inspired destinations that can only be experienced on a trip to Britain."

Research by VisitBritain shows films are powerful motivators for travel, with more than a third of all potential visitors to Britain wanting to visit places they have seen in movies or on TV.

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