Client: VisitBritain
Starring Great Britain transformed global fandom for British film and TV into a powerful driver of national tourism. By immersing travellers in iconic on‑screen locations and showcasing a vibrant, modern Britain beyond London, the campaign re‑positioned the UK as culturally alive, diverse and worth visiting now. A smart, market‑prioritised media strategy delivered tailored, cinematic experiences across digital, social, OOH and experiential channels, inspiring multi‑destination trips and higher‑value tourism. The approach generated significant economic impact, shifted perceptions among younger audiences, and established a new long‑term strategic direction for VisitBritain.
