Seen and noted

Designed to drive inbound tourism across Britain, the campaign, Starring GREAT Britain, showcases the country as the ultimate on-screen destination. Britain is the birthplace of some of the world’s most beloved and highest-grossing films and franchises, and home to world-class storytellers—both behind and in front of the camera. However, in each of these renowned films and TV shows, there was an even greater star: Great Britain. Until now, it has often been relegated to the background. At a time when screen tourism inspires travellers like never before, Starring GREAT Britain invites visitors from its most valuable inbound markets—including Australia, the Gulf Cooperation Council (GCC) countries, France, Germany, and the USA—to discover Britain through the cinematic lens of film and TV shows. The campaign celebrates Britain’s role as a world-leading destination for screen production while showcasing its diverse landscapes and tourism experiences. Launching Tuesday 28 January, it features a blockbuster-inspired film directed by Academy Award-winning British director Tom Hooper, celebrating Britain’s starring role in iconic film and TV moments—from Mission: Impossible to Bridget Jones, Spider-Man to Succession, House of the Dragon to Harry Potter, and more. The film takes viewers on a cinematic journey through Britain, offering a front-row seat to the breathtaking locations behind these productions. As well as the launch film, the multi-media advertising campaign uses a mix of channels to showcase destinations across England, Scotland and Wales as the backdrop to great stories, action and adventure. People will see the campaign on large digital billboards in locations from the famous Kurfürstendamm in Berlin, Germany, to Gare du Nord Station in Paris, France, from the City Walk hub in Dubai, UAE, to the Jeddah Corniche in Saudi Arabia, alongside branded content across social media.

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