VisitBritain has partnered with STUDIOCANAL to launch an international tourism campaign ahead of the release of film Paddington 2, encouraging people to book a marmalade-inspired holiday to the UK.
The sequel, in UK cinemas from 10 November, follows Paddington as he explores London. The locations featured in the film include Tower Bridge, St Paul’s Cathedral, London Paddington station, Portobello Road and Little Venice and stars Hugh Bonneville, Sally Hawkins, Jim Broadbent, Hugh Grant, Julie Walters, Brendan Gleeson and Ben Whishaw, reprising his role as the voice of Paddington.
Research by VisitBritain shows that films are powerful motivators for travel, with more than a third of all potential visitors to Britain wanting to visit places they have seen in movies or on TV. VisitBritain’s online campaign hub has a marmalade-inspired menu, and bookable bear-approved visitor experiences. They can also enter a competition to win a family trip to Britain.
VisitBritain/VisitEngland director of marketing Clare Mullin said: “With his distinctive blue coat and his love of marmalade, this Peruvian bear, who made Britain his home, helps to inspire visitors from around the world to come and explore the wonderful and exciting experiences that the UK has to offer.
“Our collaboration with STUDIOCANAL is a fantastic opportunity to promote to a global audience of millions the fun and adventurous destinations that can only be experienced on a trip to Britain, be it afternoon tea in central London, taking a stroll around one of the many parks and gardens, or catching a train for a new adventure from Paddington station.”
STUDIOCANAL senior promotions and partnerships manager Kate Lambert added: “After an extremely successful partnership with VisitBritain for the release of the first Paddington film, it’s wonderful to be able to partner with them again for the release of Paddington 2. What better way to do this than to celebrate some of the great locations and highlights of Paddington’s adoptive home?
“VisitBritain’s campaign gives a global audience the chance to explore some of the best spots in the UK, whilst appreciating Paddington’s very British etiquette, spreading joy and marmalade wherever he goes.”