In an effort to attract tourists to the United Kingdom, Visit Britain launches a visually engaging outdoor campaign in prominent hotspots around the UAE. The campaign, with its bright pictures and humorous catchphrases, employs the broad popularity of British entertainment legends to attract tourists. The campaign uses high-definition digital billboards displaying stunning images related to popular British TV programs and films. All of the billboards have a powerful message linking a familiar production to its true British location, emphasizing the central role these locations play in placing the stories against. Billboards host an action shot of a dragon flying over barren scenery paired with the caption: It's not Westeros without Wales. This accuses Wales of being one of the major locations for the fantasy Game of Thrones / House of the Dragon series, encouraging tourists to visit the stunning scenery that made up Westeros. A second billboard features, It's not Downton Abbey without England. Set against the classic backdrop of the period drama, this advertisement reinforces England's rich history and heritage as an ideal location for enduring stories. Lastly, the campaign uses a bright photo of Paddington Bear in London, with the tagline It's not Paddington without London. This appeals to nostalgia and worldwide affection for the iconic bear, further highlighting London as a destination suitable for people of all ages. Employing immensely popular British television and film franchises, the advertising campaign goes deeply into the affective connection the people have towards such shows and movies. The posters invite potential travelers to pay a visit to the real site from their favourite television shows and films. The phrase, Visit the real star of the show, subliminally yet intensely encourages viewers to plan their next holiday trip to Britain. Not only is this campaign built on pop culture, but also Britain's diversity of landscapes, heritage, and film popularity. By combining entertainment with tourism, Visit Britain efficiently markets the UK as an exciting and interesting destination for UAE audiences to enjoy. The campaign took off on UAE’s dynamic digital screens in the second week of February.
