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  • How can an animated bear attract tourists to Britain?
  • How can an animated bear attract tourists to Britain?
    Matt Heaton, Creative Commons (2017) ©
CASE STUDY

VisitBritain: pulling tourists in through the silver screen

A campaign launched by VisitBritain in 2017 puts a familiar face at the heart of tourism in the UK – Paddington Bear. As holiday-makers increasingly seek out experiences, some are finding inspiration in their favourite films and shows. But why do we want to act out the movies on our vacations?

Location United Kingdom

Scope
With his red hat, blue raincoat, and bumbling good manners, Paddington Bear has been a British icon since he entered the literary world in 1958. Appealing to nostalgia-chasers and young parents with children, VisitBritain has partnered with STUDIOCANAL to create a campaign around the movie Paddington 2, which has earned more than $36 million at the box office in the UK, Ireland and Malta since its release in November 2017. [1] The effort follows the success of the tourist board’s previous film-related campaigns based on the first Paddington movie and The BFG.

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Canvas8

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