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GREAT Britain has launched the latest phase of its marketing campaign in France, titled “Audacious Kingdom,” inviting visitors to “See Things Differently” on an extraordinary holiday adventure. This campaign highlights Britain as a welcoming, diverse, and dynamic destination ready to surprise its guests.

Introducing “Alfie,” a computer-generated English concierge who reveals the best spots for an exciting and fun-filled holiday in Britain. Alfie provides insider tips on thrilling outdoor adventures, cutting-edge dining spots, and vibrant cultural experiences, showcasing the modern attractions that Britain has to offer right now.

VisitBritain Country Manager France & Benelux Severine Tharreau said: 

“France is a very important inbound visitor market for the UK. Our latest campaign harnesses the excitement of the Summer Olympic and Paralympic Games in Paris to show French visitors that Britian is filled with sporty, outdoor adventures to come and enjoy now, alongside highlighting our culinary and cultural offer. 

“From surfing our wild coastlines to exploring our bustling cities packed with foodie experiences, we’re showing French visitors there are audacious experiences to discover in Britain as well as promoting our warm British welcome.”

The multi-media marketing campaign “Audacious Kingdom,” running from June to July 11 across France, utilizes a blend of channels, including social media and digital TV. Digital advertising features electronic billboards in Gare du Nord, Paris, where Alfie, a 3D figure, offers audacious holiday tips.

The campaign directs online traffic to a dedicated French website filled with ideas and activities, visitor attractions, and experiences under the hashtag #lovegreatbritain. This initiative aims to inspire visitors to discover more, travel further, and stay longer. VisitBritain collaborates with TripAdvisor in France to convert interest into immediate bookings.

Recently, VisitBritain hosted six French influencers on a four-day trip to Britain, highlighting sporty and outdoor experiences. Olympic medallist Desirèe Henry welcomed the group to London’s Olympic Park in early June before they embarked on adventures across Britain. The influencers documented their exciting challenges on social media, from mountain biking in Northumberland and archery by Loch Lomond in Scotland to coasteering in North Wales, encouraging visitors to explore more of Britain.

As part of its GREAT Britain marketing campaign, VisitBritain partnered with Marketing Liverpool to promote Britain’s food, drink, and cultural offerings at the International Bordeaux Wine Festival from June 27 to 30. Liverpool, the official guest city of the festival, hosted events showcasing musical talent, top British chefs, and a reception with French travel trade and media aboard one of the festival’s famous tall ships.

VisitBritain’s latest forecast indicates that the UK is set to welcome 3.6 million visitors from France in 2024, with these visitors expected to spend £1.9 billion during their trips.