VisitBritain teams up with James Bond

VisitBritain is partnering the latest James Bond film Skyfall for a campaign in 21 countries.

Bond is GREAT

The tourism body launches the campaign on Friday (5 October) with the slogan “Bond is Great Britain” and utilising cinema, press and outdoor advertising to encourage people to visit Great Britain.

Skyfall shows off iconic London locations, including the National Gallery, Whitehall and Greenwich, as well as Glencoe and Glen Etive in the Scottish Highlands and VisitBritain’s first film tourism ad will be shown in cinemas in key inbound markets, such as Australia, Brazil, Germany and the United States.

A number of billboards declaring “Bond is GREAT Britain” will also remind people that there is no better time for them to come to Britain and explore the home of the world’s most dashing secret agent.

VisitBritain will also launch an online Skyfall experience called Agent UK for its digital and social media audience. The promotion offers participants the opportunity to take part in five online missions across the UK, which will lead them to identify the hidden location of a rogue agent. The global winner will be flown to the UK courtesy of British Airways and treated to a luxury experience.

There will also be a sweepstake competition in each of the 21 markets in which VisitBritain operates. Winners will visit the UK and have the chance to “Live Like Bond”.

VisitBritain is looking to capitalise on the legacy of the London Olympics that put a global spotlight on London and other parts of the UK. The opening ceremony for the Olympics included a clip of Bond visiting the Queen at Buckingham Palace and the 50th anniversary of the Bond film franchise is one of the opportunities that it is attempting to leverage.

Marketing director of the tourism body Laurence Bresh is resigning to take up an interim position at STA Travel.

Skyfall is produced and distributed by the partnership of EON Productions, Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment. It is released in the UK on 26 October.

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