Film Tourism | VisitBritain Launches King Arthur Campaign

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LONDON: In the run-up to the May release of the action adventure film King Arthur: Legend of the Sword, from Warner Bros. Pictures and Village Roadshow Pictures, VisitBritain has launched an international film tourism campaign to showcase why Britain is a legendary tourist destination.

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The six-week global ‘Where Stories Become Legends’ digital campaign, a non-commercial partnership between VisitBritain and Warner Bros.

The campaign features an exclusive behind-the-scenes video of writer/director/producer Guy Ritchie, writer/producer Lionel Wigram, and the film’s stars Charlie Hunnam and Jude Law, on location talking about the epic British landscapes used in King Arthur: Legend of the Sword and the emotions they inspire, which can be viewed here:

“From watching the sunset from the Old Man of Storr on the Isle of Skye to walking in King Arthur’s footsteps in majestic Snowdonia to retracing his story at Tintagel Castle in Cornwall, Britain’s epic scenery, ancient history and magical landscapes have the power to transform our holiday experiences into the stuff of legends,” VisitBritain Director of Marketing Clare Mullin said.

“Our collaboration with Warner Bros. Pictures on King Arthur: Legend of the Sword is a fantastic opportunity to showcase to a global audience of millions the legendary experiences only available in Britain, inspiring people to book a trip right now to discover their on epic stories.”

‘Where Stories become Legends’ is a six-week digital advertising campaign in Australia, France, Germany and the US, Britain’s four most valuable inbound markets.

The campaign drives online ‘traffic’ to a dedicated campaign page featuring King Arthur: Legend of the Sword content on filled with information on British locations from the film and King Arthur-inspired holiday experiences.

Visitors to the site can play a ‘Legend Generator’ game to unlock their own ‘kingdom’ and discover which epic British location they are destined to rule. Fans can also enter a global competition to win a legendary road trip in Britain.

Last year was a record-breaker for inbound tourism to the UK with 37.3 million visits, up 3.4 per cent on 2015, with visitors spending £22.2 billion, matching 2015’s record spend. VisitBritain’s forecast shows that this growth is set to continue with 38.8 million visits this year, while spending by overseas visitors is predicted to reach £23.9 billion.



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