Global TV campaign starts four-year marketing programme roll out

Today in front of media, industry and partners, we unveiled an international TV campaign, featuring globally recognised British celebrities inviting the world to visit Britain.

British legend Dame Judi Dench, Slumdog Millionaire star Dev Patel, fashion icon Twiggy, actor Rupert Everett and inspirational chef Jamie Oliver invite the world to experience all that Britain has to offer and enjoy the mood of celebration that extends from the recent Royal Wedding to the Queen's Diamond Jubilee and the London 2012 Games. Actor and Bond villain Toby Stephens provides the voice-over for the adverts.

This global TV campaign marks the start of a major marketing push and will be shown in Britain's key inbound tourism markets that deliver revenue now - such as the US and near Europe - and growth areas for the future - such as China and India. Shot all around Britain, the adverts will be seen on BBC World News in Europe and on BBC America and on slots donated by the Wimbledon Lawn Tennis Museum across the Americas and Asia.

As part of a global deal with BBC Worldwide covering international TV and digital platforms, the adverts will be seen on BBC.com, the international version of the website. We will also break new ground as the first advertising partner on BBC Worldwide's global iPlayer pilot. The advert will appear on the service to be launched as an app on Apple's iPad later this year.

The adverts will be complemented by short films from each celebrity - their personal invitation to Britain, filmed at a location of their choice. These films will be shown on our websites VisitBritain.com and VisitBritain.tv, and on third-party websites such YouTube, ensuring that the invitation can be seen across digital channels by a global audience.

These films and adverts mark the start of our new tourism marketing programme, which will run for four years. Our investment is being match-funded by partners such as American Express, British Airways, DFDS Seaways, easyJet, Hilton, Lastminute.com, P&O Ferries, Radisson Edwardian and Wimbledon Lawn Tennis Museum.

Sandie Dawe, Chief Executive of VisitBritain, said: "This is our first global TV campaign for ten years and marks the start of an ambitious marketing programme. With the eyes of the world on us, we have an unprecedented opportunity to showcase Britain and then to close the sale with great travel deals and offers from our partners. This campaign aims to inspire visitors to come and explore for themselves. Over four years, we aim to attract 4 million extra overseas visitors, who will spend £2 billion across Britain.

"These films and TV adverts are just the start - in the next few months we will roll out the invitation from the industry and from the British public. This is Britain's moment - and, working with our partners, VisitBritain plans to capitalise on that."