Britain is being promoted with the help of upcoming film Paddington, thanks to a VisitBritain and Studiocanal team-up.
An international marketing effort from the tourist board – tag-lined 'See Britain through Paddington’s eyes' – is set to be aimed at families who have yet to take a trip to Britain.
The upcoming Paddington movie, out November 28th, even includes the VisitBritain GREAT brand, shown on the side of a bus and in a Tube Station.
Paddington stars Ben Whishaw voicing the bear himself, as well as the likes of Nicole Kidman and Doctor Who star Peter Capaldi.
“This film is a huge opportunity that we really could not let slip through our paws! The power of set-jetting is an important element in driving incremental tourism with the right film acting as free advertising, so we do all we can to capitalise on that," commented VisitBritain marketing director, Joss Croft.
"The film demonstrates the warm welcome that Britain delivers to all our visitors – albeit in this case an ursine Peruvian!"
As part of the Paddington campaign, a Paddington take-over is planned on the VisitBritain website, with a variety of themed content.
Visit Britain says its Paddington initiative has been forecast to bring in a 7:1 return on investment and, during three months, raise overseas visitors' incremental spend by £1.75 million.
VisitBritain reports that about one-tenth of overseas tourism's value to the United Kingdom could be down to films made here.
The BFI Economic Impact of the UK film industry 2012 report estimated spending linked to films at a value of £1 billion for United Kingdom GDP.
People in hospitality jobs in London could be among the most likely to serve customers who are on a Paddington-inspired trip, given that the film is London-set, and Paddington is, of course, named after a well known train station in the city.