Attractions industry news

26 Oct 2017

VisitBritain turns to Paddington in latest promotional campaign

VisitBritain is turning to a bear from Peru to boost tourism, with a new film campaign inspired by the upcoming release of Paddington 2.

Last year set a record for inbound tourism to Britain on visits and spend, with 37.6 million visits up 4 per cent on 2015, and visitors spending £22.5bn (US$29.8bn, €25.1bn), up 2 per cent.

The Paddington sequel, based on the children’s book series by English author Michael Bond, follows the young bear as he explores London. Among the many iconic locations featured in the film are Tower Bridge, St Paul's Cathedral, London Paddington station, Portobello Road and Little Venice.



VisitBritain has partnered with StudioCanal on the campaign, which will be driven through an online hub and on social media. Visitors to the hub will able able to view Paddington-themed content, including an interactive marmalade-inspired menu, and bookable visitor experiences. Promoting ease of travel around the UK, the campaign also includes a competition to win a family trip to Britain to explore London by train.

“With his distinctive blue coat and his love of marmalade, this Peruvian bear, who made Britain his home, helps to inspire visitors from around the world to come and explore the wonderful and exciting experiences that the UK has to offer,” said Clare Mullin, VisitBritain’s director of marketing.

"Our collaboration with StudioCanal is a fantastic opportunity to promote to a global audience of millions the fun and adventurous destinations that can only be experienced on a trip to Britain, be it afternoon tea in central London, taking a stroll around one of the many parks and gardens, or catching a train for a new adventure from Paddington station.”

According to VisitBritain research, pop culture is a powerful motivator for travel, with more than a third of all potential visitors to Britain wanting to visit places they have seen in film or on TV.

Ireland and Northern Ireland have both capitalised on this trend, focusing tourism campaigns around the Star Wars and Game of Thrones franchises.

Earlier this year, VisitBritain also launched its “Magical Britain” campaign, which was launched to coincide with the 20th anniversary of JK Rowling’s Harry Potter and the Philosopher's Stone. In Scotland, tourism chiefs have banked on a film adaptation of Compton MacKenzie’s 1947 novel Whisky Galore to boost visitor numbers in some of the country’s lesser-known areas, while further afield, Japan has designated 88 anime 'sacred spots' in effort to boost international tourism.

<< Back

News powered by attractionsmanagement.com

HLF considers change to funding methods

The Heritage Lottery Fund (HLF) is changing the way it hands out finances for British projects, with the organisation considering the introduction of loans and corporate funding objectives starting next year. [more...]

Liverpool creates action plan as Unesco threatens removal of historic city from World Heritage list

In a bid to protect its World Heritage status, the City of Liverpool and Historic England have drawn up a heritage action plan, created to navigate the threat posed by a proposed development of the city’s waterfront, which could see it struck from the Unesco register. [more...]

Stirling Prize-winning Hastings Pier up for sale

The RIBA Stirling Prize-winning Hastings Pier, designed by architecture studio dRMM, has been put up for sale. [more...]

Thorpe Park announces plans for world first Walking Dead rollercoaster

After bringing global IP The Walking Dead to its popular Fright Night events last October, Thorpe Park has upped the ante yet again, utilising the popular brand as part of a world-first rollercoaster currently under development at the British theme park and resort. [more...]

Ecsite: How shopping malls can drive attendance in science centres

Ecsite – the European Network of Science Centers and Museums – has looked at how shopping centres and retail areas can be used to drive attendance at science centres, specifically through tailored edutainment experiences. [more...]

UK's longest treetop walkway wins planning permission

Architects Cullinan Studio and multidisciplinary firm Arup have received planning permission for the UK’s longest aerial walkway: a 400m-long (1,312ft) ribbon “floating through the treetops” of the Conkers visitor attraction in Leicestershire. [more...]

In brief:

Leisure Opportunities is doing an apprenticeship survey – take part here. #Apprentice #Apprenticeships #Apprentices [more...]
Esme Ward becomes first female director of Manchester Museum @McrMuseum @WhitworthArt @ward_esme [more...]
'Lates' events generate £10m a year for British museums and galleries @Culture24 @MuseumsAtNight [more...]
Bear Grylls plans to 'bring adventure to the millions' with new survival attraction @BearGrylls [more...]
Madison Square Garden Company reveal plans for London Sphere – 'the future of live entertainment' @MSGLondon @MayorofLondon [more...]
Public feedback sought for 'iconic' Old Street gateway designs [more...]
'A meeting of material and historical inspirations': Frida Escobedo to design 2018 Serpentine Pavilion @SerpentineUK @dadjaye [more...]
Increase in dementia-friendly tourist attractions could boost Scottish tourism [more...]
Southwest Wales holiday resort gets green light for £7m SkyDome [more...]
More news from attractionsmanagement.com>>
<< Back