VisitBritain hopes to paint alluring picture for overseas markets

VisitBritain is sending 10 exclusive artworks on a global tour as the main planks of the second phase of its “You’re Invited campaign.


The 3D street artworks are designed to build on the celebrity launch of the organisation’s marketing strategy in June, which unveiled short films made by ambassadors such as Dame Judi Dench and Jamie Oliver and a TV ad.

They have been created by the street artists Joe and Max and will allow members of the public to insert themselves virtually into some of Britain’s most iconic landmarks. The artworks will be displayed in ten key locations around the world and people who have their photo taken on the canvas will be entered into a competition to win premium BA flights.

The 3D canvases are being used to highlight Britain’s history and heritage, its countryside and culture, fashion and sports.

VisitBritain is now working more closely with commercial partners since its restructure earlier this year. British Airways is the lead partner on the artwork initiative and other partners involved include: BMI, DFDS Seaways, Hilton Worldwide, P&O Ferries and Radisson Edwardian Hotels.

Sandie Dawe, chief executive, VisitBritain says: “This is a fun, engaging and effective way of taking some of Britain’s most famous icons right into the heart of cities around the world.”

The tourism body halted some of its marketing overseas for a short period due to the recent riots in UK cities. All activity has now restarted.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here