VisitBritain's New Campaign Inspires French Tourists to Explore the UK

In anticipation of the Paris 2024 Olympic and Paralympic Games, VisitBritain has launched a new marketing campaign in France to attract tourists to the United Kingdom. The campaign, titled "Audacious Kingdom," encourages French visitors to experience Britain's unique and diverse attractions, promoting the country as a welcoming and dynamic travel destination.

The centerpiece of the campaign is "Alfie," a computer-generated English concierge who shares insider tips for an exciting British holiday. Alfie highlights outdoor adventures, innovative dining options, and vibrant cultural experiences, showcasing Britain's contemporary offerings to French tourists.

Severine Tharreau, VisitBritain Country Manager for France and Benelux, emphasized the importance of the French market for UK tourism. The campaign leverages the excitement surrounding the upcoming Paris Olympics to highlight Britain’s sporty and outdoor adventures, as well as its culinary and cultural attractions. Tharreau noted that activities range from surfing the UK's coastlines to exploring bustling cities filled with gastronomic delights.

Running from June to July 11, the multi-media marketing effort utilizes various channels, including social media and digital TV, with digital ads prominently displayed in Paris's Gare du Nord. Alfie appears as a 3D figure in these ads, offering audacious holiday tips and driving online traffic to a dedicated French website. The site provides ideas for activities, attractions, and experiences, encouraging visitors to explore more of Britain and stay longer.