British Airways and VisitBritain have partnered to launch a new campaign aimed at showcasing modern Britain to American visitors. Titled ‘Ask Britain Anything’, the campaign delves into 50 of
the most-searched questions about the UK by Americans and asks British people to respond. The campaign launches across the US via connected television and social media and includes a series of 12 original films featuring more than 70 individuals from across the UK’s nations and regions, including a Welsh rapper, an NHS neurosurgeon, Liverpudlian firefighters, and a Scottish astrologer, among others.
Some of the most-searched questions by Americans include: What are British people like? Why do British people like queuing? Why travel to Britain? What do British people eat for breakfast? Is all British food beige? And, what do British people mean when they say ‘hello love’?
The campaign aims to give an insider’s view of modern Britain, with all its vibrancy and warmth, to inspire US visitors to book their next visit. The campaign dispels stereotypes about British culture and sheds light on what makes Britain a unique and special place to live and visit.
“We’re incredibly proud of this campaign, which dispels the stereotypes, sheds light on who we truly are and why you should visit to get to know us better,” said British Airways Director of Marketing Hamish McVey. “And what better place to immerse yourself in the British spirit than on a British Airways flight.”
The ‘Ask Britain Anything’ campaign is part of the UK Government’s GREAT Britain global campaign and VisitBritain Executive VP for The Americas, Australia and New Zealand, Paul Gauger, hopes it will extend a warm welcome to the US, Britain’s largest and most valuable inbound visitor market.
“We are inviting our visitors to ‘Ask Britain Anything’ and inspiring visitors from the US to explore further, stay longer, and discover the new and surprising experiences to be had in Britain all year-round,” said Gauger.
The campaign’s humorous approach to British culture is meant to give a ‘bird’s-eye’ view of modern British society and to celebrate the unique people, cultures, and quirks that make Britain a special place to live and visit.
British Airways Inflight Manager Jason Consiglio, who took part in the campaign, said that answering the questions gave him a chance to recognize how much he loves being British and how great Britain really is.
“The most surprising question was about British food being beige,” said Consiglio. “I’ve been debating it among my friends ever since!”
The campaign is a refreshing take on promoting tourism in the UK and offers a unique and humorous look at modern British culture. Photo by Mark Harkin, Wikimedia commons.