Global campaign features Scotland as spy-inspired location
Scotland is featured in a new spy-inspired tourism campaign urging tourists to discover Britain’s exciting, secretive and adventurous side ahead of the cinematic release of Kingsman: The Golden Circle, which was filmed at locations throughout the UK.
It’s part of VisitBritain’s six-week global campaign, in partnership with MARV films and 20th Century Fox, to inspire people to book a Kingsman-themed holiday to Britain.
Kingsman: The Golden Circle was filmed across Britain and features iconic landmarks including Savile Row, Hyde Park, Eventim Apollo (formerly Hammersmith Apollo) and the Greenwich Royal Naval College in London. Other filming locations include Principality Stadium in Cardiff, Wales and GlenDronach Distillery in Forgue by Huntly, Scotland.
VisitBritain’s digital and social media campaign drives online traffic to its campaign hub where visitors can explore Kingsman-themed content and information on the British locations in the film, as well as details of visitor experiences – complemented by the official trailer, images and blogs.
There is also a ‘user-generated’ feed of content, with visitors encouraged to upload their own images of spy-inspired experiences and locations in Britain.
VisitBritain/VisitEngland Director of Marketing Clare Mullin said: “Britain is home to some of the world’s most-loved secret-agents and our stunning landscapes and iconic cityscapes provide a captivating backdrop for their thrill-seeking adventures and dashing lifestyles, from buying suits at Savile Row to hatching plots and supping whiskey in the Scottish Highlands.
“Our collaboration with MARV films and 20th Century Fox on Kingsman: The Golden Circle is a fantastic opportunity to promote to a global audience of millions the adventurous and spy-inspired destinations that can only be experienced on a trip to Britain.”
20th Century Fox Executive Vice President, Marketing Partnerships, Zachary Eller said: “We’re excited to continue to bring the world of the Kingsman’s Britain to moviegoers. The experience that VisitBritain has created allows fans to delve deep into this world.”
Kingsman: The Golden Circle stars original cast members Colin Firth, Taron Egerton, and Mark Strong and introduces new cast members Jeff Bridges, Channing Tatum, Pedro Pascal, Halle Berry, Elton John and Julianne Moore. The film launches in the in the UK on 20 September and in the US on 22 September.
Research by VisitBritain has found that films are powerful motivators for travel with more than a third of all potential visitors to Britain wanting to visit places they have seen in movies or on TV. Films also shine the spotlight on less visited but equally inspiring destinations, boosting tourism across more of Britain.
For more than a decade VisitBritain has been promoting Britain to the world through film, most recently as part of the UK Government’s GREAT Britain campaign.
Last year set a record for inbound tourism to Britain on visits and spend with 37.6 million visits, up 4% on 2015 with visitors spending £22.5 billion, up 2%.