VisitBritain has teamed up with American Airlines and British Airways and launched a $3.7 million 'British Famous' campaign featuring British comedian Diane Morgan. In a series of four videos, she attempts to 'make it' in America by transforming herself into what she believes Americans love – a self-help guru, an action star, a hipster foodie and a rock star – while promoting England, Scotland and Wales along the way.
The videos will be released across multiple platforms in the U.S. with the first two, featuring Diane as a self-help guru in Wales & a 'rock star wannabe' in Manchester. See the video below.
The films will drive online traffic to a 'BritishFamous.com' hub filled with destination content from VisitBritain and tactical fares and offers from American Airlines and British Airways, converting the inspiration to visit into bookings.
It is the first time that VisitBritain has partnered with American Airlines, the world's largest carrier, on a marketing campaign of this scale. It is also the first time the three organizations, each contributing $1.25 million to the 'British Famous' campaign, have worked together to promote travel to Britain. As part of their joint business agreement, together, American Airlines and British Airways offer more routes and flights into the UK than any other airline partnership.
Britain is offering great value for U.S. visitors right now. At the end of February 2017, Britain was 13% cheaper for visitors from the U.S. than it was compared to the same month last year, thanks to favorable exchange rates.
The U.S. is Britain's most valuable visitor market, worth more than $3.7 billion annually to the UK economy.
Latest available figures show that there were 2.7 million visits from the U.S. to Britain from January to September 2016, up 3% compared to the same period the year before. Visitors from the U.S. spent $3.1 billion from January to September in 2016 across Britain, up 9% on 2015 figures.
Last year was a record-breaker for overall inbound tourism to the UK with 37.3 million visits, up 3% on 2015 with visitors spending $27.7 billion, matching 2015's record spend.