British Famous, a multi-million dollar campaign presented by VisitBritain, American Airlines and British Airways
Launched on April 2017, British Famous is the story of one British celebrity’s quest to become the ‘real’ kind of famous – American Famous – by transforming herself into what she believes Americans like: A self-help guru, a rock star, a hipster foodie and an action star – while promoting England, Scotland and Wales along the way.
Aimed to inspire more U.S. visitors to book a trip to Britain, the marketing campaign features British comedian Diane Morgan in a series of four videos.
The videos is released across multiple platforms in the U.S. with the first two, featuring Diane as a self-help guru in Wales & a ‘rock star wannabe’ in Manchester.
As part of the integrated marketing strategy, the films is designed to drive online traffic to a ‘BritishFamous.com’ hub that filled with destination content from VisitBritain and tactical fares and offers from American Airlines and British Airways, converting the inspiration to visit into bookings.
VisitBritain, American Airlined and British Airways have worked together to promote travel to Britain. Each of the organizations contributing $1.25 million to the ‘British Famous’ marketing campaign. As part of their joint business agreement, together, American Airlines and British Airways also offer more routes and flights into the UK than any other airline partnership.