20 Feb 2014
NEW YORK- Following the 50th anniversary of the Beatles’ first trip to the US earlier this month, VisitBritain, the national tourist board for England, Scotland and Wales, launched today a new kind of British music invasion featuring BRIT Award nominated band Rudimental to inspire the world to choose Britain for their next vacation.
‘Sounds of GREAT Britain’ is a $4.1 million (£2.5 million) global brand film campaign commissioned by VisitBritain and created by ad agency Rainey Kelly Campbell Roalfe/ Y&R. The campaign boasts both interactive online and TV advertisement components that will gradually launch across key markets including USA, Brazil, China, India and Europe. This campaign is part of a larger initiative to capitalize on the legacy and success of the London 2012 Olympics.
The digital version of the advert allows worldwide users to create their personalized ad and itinerary of GREAT Britain destinations. Having completed their edit, they are taken to find out more about their chosen itinerary on VisitBritain’s LoveWall and are able to share with friends via Facebook and Twitter.
The advert’s soundtrack - Feel the Love - pieces the audio experience together. Traditional British sounds and activities are set against Rudimental’s hit soundtrack representing a modern, contemporary Britain.
Classic sounds like the pouring of a cup of tea, a black cab beeping and the chimes of Big Ben are contrasted against sounds like the eruption of a Wimbledon tennis crowd, the drum beats at Lovebox music festival, and the whistling of a Dartmouth steam train to inspire the world to choose Britain.
Joss Croft, Marketing Director at VisitBritain said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations. This ad is something a bit different and we hope it conveys the humor and character of a modern, confident Britain.”
Vicky Jacobs, Managing Director at RKCR/Y&R said: “We’re inviting users to explore the rich diversity of Britain through sound; both the sounds of individual British locations and the soundtrack of Rudimental, who truly represent the eclectic contemporary Sound of GREAT Britain.”
Click here to see the advert in full and visit here to create your own ‘Sounds of GREAT Britain’ itinerary.
ENDS
For more information:
Dana Polonsky
PR & Communications Executive, USA
VisitBritain
Dana.Polonsky@visitbritain.org
212.850.0341
For more press information about travel to Britain: www.visitbritain.com/Mediaroom
For access to VisitBritain’s free photo library for media: www.visitbritainimages.com
Twitter (Corporate):@VisitBritainBiz | Twitter (Consumer): @VisitBritain | Facebook:LoveGreatBritain
About VisitBritain
· VisitBritain, the national tourism agency, is responsible for inspiring the world to explore Britain and for developing the UK’s visitor economy.
· Americans made 2.8 million visits to Britain in 2012 and spent $3.7 billion USD (£2.4 billion). The US remains in the top spot in terms of market value for inbound tourism and is one of the top three most important markets in terms of visitor numbers.
· Visitors traveling to Britain can find out more information from visitbritain.us plus purchase money and time saving local transport, sightseeing, attraction, theatre and tour tickets from visitbritainshop.us
· Follow us on Twitter @VisitBritain, Pinterest (VisitBritain) and Facebook: LoveGreatBritain
NOTES - Locations & Attractions Used in the Advert
A bastion of London luxury, The Goring hotel – which recently received a Royal Warrant of appointment to the Queen for Hospitality Services – has been serving guests for more than 100 years. Even its afternoon tea, which has been served since it opened in 1910, is still making a big impression; it was awarded the 2013 Top London Afternoon Tea Award by the UK Tea Guild.
Arthur’s Seat, Edinburgh
The reward for climbing up the main hill in Edinburgh’s Holyrood Park, Arthur’s Seat? Spectacular views over Scotland’s historic capital. Awarded UNESCO World Heritage Site status, Edinburgh is a city for all; from its lively arts and culture scene – it’s home to the legendary Edinburgh Festivals, plus the world-famous, three-day Hogmanay (New Year) celebrations – to the dynamic music and nightlife scene (Rose Street has more pubs than any other street in the city), and over to must-see family attractions such as Edinburgh Zoo and the National Museum of Scotland (www.eif.co.uk, www.visitscotland.com).
Immerse yourself in a 360-degree virtual experience as the first phase of the prehistoric site’s visitor center’s revamp was unveiled this past December. Special technology allows visitors to ‘stand in the stones’ before entering a gallery depicting the facts and theories surrounding the monument through various displays, plus nearly 300 prehistoric artifacts. When visitors arrive at the stones they will be able to explore the surroundings of the monument including the Avenue, Stonehenge’s ancient processional approach, guided by new interpretation panels.
Lake Windermere
Take a cruise or hire your own boat to explore Lake Windermere, the largest natural lake in England, before heading to discover the other 15 serene lakes and majestic mountains in the region. This scenic part of north-west England has been the muse to many legendary names from the world of art and culture throughout the centuries. (www.nationaltrust.org.uk/hill-top, https://wordsworth.org.uk/home.html).
Dartmouth steam train and the English Riviera
Relive the elegant age of steam engines as you step back in time on one of Britain’s finest steam railway journeys aboard the Dartmouth steam train. It’s an idyllic way to explore the quaint south Devon towns of Paignton, Dartmouth and Totnes in this picturesque corner of south-west England, with spectacular views across the coast along the way.
This iconic landmark of London hosts the leading orchestras and music artists in the world. From the annual Proms – a chance to see some of the world’s greatest classical musicians in an informal setting, with tickets priced far below the normal price, plus there are special concerts for families; last year involved popular animation characters Wallace & Gromit – to the hottest names in popular music today, such as Jake Bugg.
All the world’s a stage, according to William Shakespeare, and never is this more pertinent than in 2014, when the 450th anniversary of his birth will be widely celebrated throughout Britain. In addition to the new year opening of Shakespeare’s Globe’s indoor, 350-seat Jacobean theatre, the Sam Wanamaker Playhouse –you can also book yourself tickets to new productions of Titus Andronicus, Antony and Cleopatra, Julius Caesar and The Comedy of Errors.
All eyes turn to London SW19 at the end of June/beginning of July as the world-famous Wimbledon Championships swing into action. Whoever you’re cheering on, when the games are over, you can continue to immerse yourself in the Championship’s history at the Wimbledon Lawn Tennis Museum. Learn about the evolution of the game from a garden party pastime to a multimillion-dollar professional sport and check out displays featuring treasures from the first Championship in 1877, as well as outfits and racquets from the champions of recent years.
As one of Scotland’s finest five-star resorts, Gleneagles is a luxury destination in itself – one with its very own train station on the main London to Inverness line (it’s around five hours from London). Guests can enjoy a diverse array of activities; horse-riding, polo, shooting, archery, gun-dog training, falconry and off-road driving. Or sample its tennis courts, pool, gym, croquet and ESPA spa before checking out Scotland’s only two Michelin-starred restaurants – Andrew Fairlie – at the resort.
The ‘Tate of the North’, Tate Liverpool is housed in a disused warehouse at this north-west England city’s historic Albert Dock. The gallery opened in May 1988 and, 20 years later when Liverpool was crowned European City of Culture 2008, it hosted the Turner Prize, the first time the prize left London. It’s currently hosting Art Turning Left: How Values Changed Making 1789–2013 until February 2014.
Explore the magnificent State Rooms and wander through the great treasures from the Royal Collection, including paintings by Rubens, Canaletto and Rembrandt on a tour at the Queen’s London residence Buckingham Palace during the summer months (2014 dates TBC).
A favorite drinking haunt of Charles Dickens, the traditionally charming Lamb & Flag offers a great British menu and a healthy selection of real ales that will appeal to the hungry and thirsty visitor.
Curry House - Hajees Spices, Birmingham
The Brits are a nation of curry lovers. Its cuisine is so popular there is a high-profile event, the annual British Curry Awards, held every year. At Hajees Spices in Birmingham, diners can feast on Indian and Kashmiri cuisine cooked using traditional methods. In fact, Birmingham has a busy Indian restaurant scene. The Balti Triangle area comprises three parts of the city that not only offer enticing restaurants, but a snapshot of India in Britain via jewelry shops, dressmakers, sweet shops and music.
The Warehouse Project
The Warehouse Project is a series of club nights that have been organized in Greater Manchester since 2006. It runs from September through to New Year’s Day each year plus occasional one-off dates.
St James’ Park & Royal Parks, London
The oldest of the eight Royal Parks in the capital, St James’ Park sits in the very centre of ceremonial London. The Mall and Horse Guards Palace are part of the Park, and it’s the setting for magnificent pageants including Trooping the Colour, the annual event of pomp and ceremony that marks the Queen’s official birthday.
An iconic London landmark, Big Ben is technically the name of the huge bell inside the Clock Tower of the Palace of Westminster. And while the origin of the name Big Ben isn’t certain, we do know that Big Ben's timekeeping is strictly regulated by a stack of coins placed on the huge pendulum; each dial is seven metres in diameter. While you can’t visit Big Ben itself, you can find out more about its creation at the Whitechapel Bell Foundry, the workshop that cast it back in 1858.
Home to the Foot Guards Battalions on public duties in London, the barracks are within easy reach of Buckingham Palace. They are also home to The Guards Museum, where visitors can discover a collection of uniforms and artefacts spanning the five regiments of the Foot Guards and members of the public can also attend Sunday services in the Guards Chapel – built in 1838, the chapel was bombed twice during the Second World War and was rebuilt in the 1960s.
Lovebox in Victoria Park, London, is always full of the wackiest characters in their wackiest costumes. Azealia Banks, Jurassic 5 and Flying Lotus all graced the stage in 2013, while the like of Hot Chip, Grace Jones, Lana del Rey and Friendly Fires were all highlights of the 2012 festival. If you’re allergic to camping (it happens) this is one to head to – there are no tents here.
Caerphilly Castle
The largest castle in Wales is as much of a town icon as the cheese that also bears its name. The tower at Caerphilly Castle out-leans the Leaning Tower of Pisa and it's also a great backdrop for TV and film; it recently had a starring role in the popular BBC TV series Merlin.
