Tourism body VisitBritain has unveiled five films starring five British celebrities – Dame Judi Dench, Dev Patel, Twiggy, RupertEverett and Jamie Oliver – talking about what they think makes Britain great.
The films are being edited into a 60 second ad and two 30 second ads for deployment on a variety of channels designed to drive people to the website VisitBritain.com.
The You’re Invited TV campaign aims to build on the appeal of the Queen’s Diamond Jubilee and the London Olympics next year. The aim is to attract visitors from EMEA and the United States in the first instance with a long-term strategy to put Britain front of mind for tourists from the BRIC countries.
The celebrity campaign is the first phase of a three phase paln for this year. Other celebrities will be signed up and Dr Who actor Matt Smith will be the next, with his film shot in Cardiff.
Dame Judi Dench talks about her favourite historical attractions
Dev Patel talks about his cultural highlights
Twiggy talks about the best shopping on offer
Rupert Everett talks about theatre attractions
Jamie Oliver talks about the best food Britain has to offer