VisitBritain runs ‘Audacious Kingdom’ campaign in France ahead of Paris 2024

As the spotlight shifts to France for the Paris 2024 Olympic and Paralympic Games, VisitBritain has been leveraging this global event to promote the UK as a premier travel destination. The ‘Audacious Kingdom’ campaign, part of the GREAT Britain marketing initiative, aims to captivate French visitors to ‘See Things Differently’ by showcasing Britain’s diverse, thrilling attractions and a warm, inviting spirit.

The campaign introduced ‘Alfie,’ a computer-generated English concierge who reveals top spots for an unforgettable holiday in Britain. Alfie’s insider tips highlight exhilarating outdoor adventures, cutting-edge culinary spots, and vibrant cultural experiences, presenting Britain as a contemporary and exciting destination.

‘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,’ said VisitBritain Country Manager, France & Benelux, Severine Tharreau. ‘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.’

Running until July 11, the multi-media campaign used various channels, including social media, digital TV, and electronic billboards at Gare du Nord in Paris, where Alfie appears as a 3D figure offering holiday tips. The campaign drives traffic to a dedicated French website featuring ideas, activities, attractions, and experiences under the hashtag #lovegreatbritain, encouraging visitors to discover more, travel further, and stay longer. VisitBritain collaborates with TripAdvisor in France to convert interest into immediate bookings.

VisitBritain also recently hosted six French influencers on a four-day trip across Britain, highlighting sporty and outdoor experiences. Olympic medallist Desiree Henry welcomed the group to London’s Olympic Park before they embarked on adventures like mountain biking in Northumberland, archery by Loch Lomond in Scotland, and coasteering in North Wales. The influencers documented their experiences on social media to inspire more French visitors to explore Britain.

In another promotional effort, VisitBritain partnered with Marketing Liverpool to showcase Britain’s food, drink, and cultural offerings at the International Bordeaux Wine Festival from June 27 to 30, where Liverpool was the official guest city. The events featured musical performances by Liverpool artists, culinary demonstrations by 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 projects that the UK will welcome 3.6 million visits from France in 2024, with those visitors expected to spend GBP1.9bn.