Jamie Oliver fronts VisitBritain’s global TV marketing campaign

By Becky Paskin

- Last updated on GMT

Related tags: Bbc, Advertising

Jamie Oliver joins other British celebrities in inviting global visitors to Britain
Jamie Oliver joins other British celebrities in inviting global visitors to Britain
Celebrity chef Jamie Oliver is to co-front an international TV advertising campaign that marks the start of VisitBritain’s four-year marketing strategy.

The adverts, which also feature the likes of Dame Judi Dench, Twiggy and actor Rupert Everett, extend an invitation to global consumers to visit Britain.

It will be shown in Britain’s key inbound tourism markets of the US and Western Europe, as well as growth areas such as China and India. They will also be screened on BBC World News in Europe, BBC America and on slots donated by the Wimbledon Lawn Tennis Museum across the Americas and Asia.

In addition the advert will also be shown on BBC Worldwide’s global iPlayer pilot, which will appear as an app on the iPad later this year.

Sandie Dawe, chief executive of VisitBritain, said the adverts are the first global TV campaign from the association in ten years.

“With the eyes of the world on us, we have an unprecedented opportunity to showcase Britain and then to close the sale with great travel deals and offers from our partners," she said. “This campaign aims to inspire visitors to come and explore for themselves.

“These films and TV adverts are just the start – in the next few months we will roll out the invitation from the industry and from the British public. This is Britain’s moment – and, working with our partners, VisitBritain plans to capitalise on that.”

Celebrity involvement

The adverts will be complemented by short films featuring each celebrity involved, who extend a personal invitation to explore Britain.

Oliver, who recently announced plans to launch a second restaurant chain​, fronts his own video explaining what Britain has to offer.

“The food can be incredible – great British food is some of the best in the world. We are a magpie culture – we take the world’s best bits,” he said.

“And it’s so multicultural, whether it’s the food, the fashion or the arts – it’s all going on. If you can get off the beaten track you will see, find, eat and have some incredible times.”

Just last week VisitBritain announced a partnership with Hilton Worldwide which, along with a variety of other partners, will help spread the message of ‘You’re Invited’ around the world.

The four-year marketing campaign aims to attract four million overseas visitors who will spend £2bn in Britain.

Watch VisitBritain's 60-second advert which will be pushed out to visitor markets around the world:

Click here to watch Oliver's personal invitation to discover Britain's great multicultural food.

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1 comment

UK tourist industry has dramatically improved and stepped up its marketing

Posted by Paul Gowin - Postive Thinking,

The new celebrity fronted campaign by VisitBritain is a timely reminder of just how well the UK tourist industry has dramatically improved and stepped up its marketing. By tearing down clichéd views of Britain as a poor weather, poor service destination and replacing that with a golden vision of fantastic attractions, natural wonders and engaging experiences, marketers have shown holidaymakers at home and abroad a better idea of what a holiday in Britain could be.
Britain now has the capability that it didn’t have even ten years ago to provide all kinds of holidays for any budget that aren’t dependent on great weather. It is imperative with the increased interest following the Royal Wedding and the upcoming Olympics that British tourism brands continue to invest in quality marketing to ensure potential visitors are not only aware of all there is to enjoy but that they are actively enticed to book by great products and real value-driven offers.

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