Qantas and VisitBritain have today launched a short film series to inspire Australian ‘experience or buzz-seekers’ to take a trip to Britain.
Rolling out during April, the film series is expected to reach 14 million Australians across digital and social platforms throughout the month.
And it’s pretty gorgeous stuff as you’ll see from this taster video below.
Focusing on destinations within a two-hour train journey from London, the ‘Britain Unlocked’ films use local ‘insider’ knowledge to challenge stereotypical perceptions of Britain and to highlight locations beyond the usual tourist stops.
Places such as Manchester’s jazz haven Matt & Phred’s Jazz Club, Bristol’s shoe tree, Ted Baker’s barbers and the Mad Hatter’s afternoon tea at the Sanderson in London, come together to create a compelling and intriguing view of Britain that will appeal to these experience collectors.
A series of 45-second videos will showcase the music, food, culture and outdoors adventures that can be experienced in London, Brighton, Bristol, Liverpool and Manchester.
All online visitors will be directed to a Britain Unlocked content ‘hub’ on the AWOL website which features the films and 48-hour guides to each of the five destinations.
VisitBritain Regional Director APME Sumathi Ramanathan said:
“We’re delighted to work alongside Qantas with this innovative content campaign showcasing uniquely British experiences. From Bristol’s street art and Manchester’s Junkyard Golf to the world’s first Light Art Gallery in London and every chocoholics dream in Brighton – Choccywoccydoodah – Britain is packed full of incredible experiences you can’t get anywhere else.”
“This campaign is all about showcasing the sheer diversity of these amazing moments from our vibrant, lively cities and their buzzing culture and music scenes to their lively cafés and boutique shopping. It is a great time to come to Britain.”
Olivia Wirth, Qantas Group Executive Brand, Marketing & Corporate Affairs said:
“Qantas shares a rich history with Britain and it continues to be one of our most popular destinations. The vibrant videos created with VisitBritain capture a local side of the UK many travellers might miss.
We want to help our customers make the most of their time overseas and with the launch of our nonstop Boeing 787 Perth to London services starting next year, customers can enjoy a direct service, spending less time in transit and more time exploring.”
Britain offers great value for Australian visitors right now. As at the end of February, Britain was 19% cheaper for visitors from Australia than it was the same month last year.
Visitors from Australia currently total more than one million visits annually with 2016 being a record-breaker for inbound tourism overall to the UK with 37.3 million visits, up 3% on 2015.
