James Bond fronts major UK marketing assault

By By Amy Kellow | 4 October 2012

UK Tourism agency VisitBritian will today roll out a major, James Bond-themed international campaign to celebrate the 50th anniversary of the franchise and encourage people to visit the region.

Called 'Bond Is Great Britain', the campaign shows images from the upcoming James Bond movie Skyfall starring English actor Daniel Craig.

The major marketing assault aims to increase tourism to Britain and has launched to coincide with the films' 50th anniversary, and this year's 'Global James Bond Day' festivities currently taking place around the world.

The campaign will also feature an online Skyfall-themed game called 'Agent UK' which will also run across social media. It invites international users to digitally hunt down the secret location of a rogue agent, with the winner rewarded with a trip to the UK.

The campaign is extension of the brand's current positioning, and will encompass a host of high-profile executions across cinema, print and out-of-home. It will focus on primary markets including Australia, Germany and America, spanning across 21 counties in total.

VisitBritain chief executive Sandie Dawe said: “007 has orchestrated many critical missions for Queen and country - including escorting Her Majesty to the fantastic Opening Ceremony of the London 2012 Games - so it is only right that we call upon his services now to encourage more people to holiday in Britain.

"That is a worthy challenge and one that we feel is well on track following an outstanding 2012 that has thrust Britain into the limelight like never before.”

Skyfall will be released in Australia on 22 November 2012.

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