VisitBritain today unveiled the second phase of its global ‘You’re Invited’ campaign, as ten unique 3D artworks left London for a worldwide tour that will promote Britain overseas1. The iconic artworks build on the high profile celebrity launch of the organisation’s marketing programme in June2.
World famous 3D street artists Joe and Max were commissioned to create the interactive artworks for VisitBritain. This will allow members of the public to insert themselves virtually into some of Britain’s most iconic landmarks. The artworks will be displayed in ten key locations around the world, with those who have their photo taken on the canvas entering into a competition that will include a pair of British Airways Club World return flights to the UK.
As Britain moves towards 2012, the eyes of the world will be firmly focused on the country and what overseas visitors can experience when they are here. The 3D canvases provide an ideal snapshot of just some of the things on offer, highlighting Britain’s history and heritage, its countryside and natural beauty, culture, fashion, sports and a world-class welcome.
Sandie Dawe, Chief Executive, VisitBritain said: “Great Britain 3D is the first ever global tour of 3D art with the sole purpose of promoting a destination to an overseas audience. This is a fun, engaging and effective way of taking some of Britain’s most famous icons right into the heart of cities around the world.
“This marks an important new phase of our ‘You’re Invited’ campaign that is an open invitation to the world to come and join us before, during and after 2012. “Working in partnership with the industry, our aim over the next four years is to secure £2 billion of extra spending by overseas visitors across Britain. That will see a whole range of great deals and new products launched to encourage those considering a visit to Britain that now is the time to do so and turn their plans into actions.”
Tourism Minister John Penrose said: “The tourism industry is leading the way in growing our economy, but the best is yet to come. VisitBritain’s ‘You’re Invited’ campaign is a brilliant way of promoting our country to overseas visitors, and I’m really pleased that the Abbey Road zebra crossing – which I recently gave ‘listed building’ status to – is one of the iconic images chosen. The Olympics and the Queen’s Diamond Jubilee will put us centre stage next year, but it’s good to remind visitors of all the other amazing things that Britain has to offer.”
Drew Crawley, British Airways Commercial Director said: “We are delighted to be one of the lead partners with VisitBritain on this exciting and unique initiative. The launch of Great Britain 3D and the overall “Great Britain You’re Invited” campaign is a perfect opportunity for us to show the world why it is a great time to come to the UK and to fly with British Airways. Great Britain 3D will give our international audience a taste of one of the many iconic sights and experiences Britain has to offer. With our all year round attractive fares I am confident that customers will be tempted to book that truly British holiday with their journey starting when they board one of our aircraft.”
3D artist Joe Hill said: “To be given an opportunity to take my work on a global tour highlighting a country I love is a chance every street artist would dream of. We have been able to bring out the best of Britain and transform it into a living artwork that allows passers-by in different countries around the world to become a part of the artwork itself. This is all about getting people to participate and have fun in a 3D celebration of Great Britain, and I hope it means more people are encouraged to visit these iconic landmarks for real.”
Other partners involved in the second phase of the ‘Great Britain You’re Invited ‘campaign include: BMI, DFDS Seaways, Hilton Worldwide, P&O Ferries and Radisson Edwardian Hotels. Additional industry partners will be announced shortly.
