The campaign, which also includes Slumdog Millionaire star Dev Patel, and actor Rupert Everett, invites the world to experience all that Britain has to offer and enjoy the mood of celebration that extends from the recent Royal Wedding to the Queen's Diamond Jubilee and the 2012 Games.

Actor and Bond villain Toby Stephens provides the voice-over for the adverts.

This global TV campaign marks the start of a major marketing push and will be shown in Britain's key inbound tourism markets that deliver revenue now – such as the United States and near Europe – and growth areas for the future – such as China and India.

Shot all around Britain, the adverts will be seen on BBC World News in Europe and on BBC America and on slots donated by the Wimbledon Lawn Tennis Museum across the Americas and Asia.

As part of a global deal with BBC Worldwide covering international television and digital platforms, the adverts will be seen on BBC.com, the international version of the website.

VisitBritain will also break new ground as the first advertising partner on BBC Worldwide's global iPlayer pilot.

The advert will appear on the service to be launched as an app on Apple's iPad later this year.

The adverts will be complemented by short films from each celebrity - their personal invitation to Britain, filmed at a location of their choice.

These films will be shown on the agency's websites VisitBritain.com and VisitBritain.tv, and on third-party websites such YouTube

Dame Judi was filmed at Hever Castle, her favourite place to relax and recharge her batteries.

"We have such an abundance of stately homes in Britain," said Dame Judy.

"It is our different architecture that I think attracts people, and we're incredibly lucky – we retain our history.

"I think it's true that it is always changing – our heritage is always changing – but I always think it's wonderful to go back and see something again.

"You think, just under the surface there must be a lot of wonderful things to find."


Twiggy (pictured), filmed on location at Tate Modern and the Millennium Bridge, said: "I think we've got such an amazing stable of designers now that all the world looks to...and we are brave..we go for it and there are always new things...it's brilliant.

"Britain is in my heart and soul."

The films and adverts mark the start of VisitBritain's new tourism marketing programme, which will run for four years and hopes to attract an additional four million visitors spending £2 billion.

The agency's investment is being match-funded by partners such as American Express, British Airways, DFDS Seaways, easyJet, Hilton, Lastminute.com, P&O Ferries, Radisson Edwardian and Wimbledon Lawn Tennis Museum.

"This is our first global TV campaign for ten years and marks the start of an ambitious marketing programme," said Sandie Dawe, the chief executive of VisitBritain.

"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.

"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."

Contact the writer of this story at [email protected]


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