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.

The six-week global ‘Where Stories Become Legends’ campaign, a non-commercial partnership between VisitBritain and Warner Bros. Pictures, inspires people to book a King Arthur-themed holiday to Britain using #OMGBLegends (Oh My Great Britain ‘Home of Legendary Moments’).

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.


King Arthur: Legend of the Sword was filmed at Windsor Great Park and the Forest of Dean and Wye Valley in England, Snowdonia in Wales and Isle of Skye and the Highlands in Scotland.

VisitBritain Director of Marketing Clare Mullin said:

“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.

“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 own epic stories.”

King Arthur: Legend of the Sword Forest

‘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 Australian campaign launched this week, featuring #OMGBLegends social media and digital content including VisitBritain’s first Snapchat lens – available 6 May – inspired by the film.

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.

King Arthur: Legend of the Sword River

VisitBritain has been promoting Britain to the world through film for more than a decade, most recently as part of the UK Government’s GREAT Britain campaign.

Films and TV are powerful motivators for travel with VisitBritain’s research showing that more than a third of all potential visitors to Britain want to visit places they have seen on screen.

Last year was a record-breaker for inbound tourism to the UK with 37.3 million visits, up 3.4% on 2015, with visitors spending AUD$3220.2 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 AUD$32.2 billion.

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