A new campaign launched today by VisitBritain hopes to make Britain a more enticing prospect for vacationers from all over the world. The £2.5 million, extravagantly titled 'Sounds of Great Britain' campaign is headlined by an advertisement produced by the integrated creative agency RKCR/Y&R, which will go live throughout Europe, America, Brazil, the Gulf states, India and China later today. The advertisement is underlined by the enthusiastic urban pop of quirky British chart toppers Rudimental and their ubiquitous hit 'Feel The Love'. Rudimental are a band known for blending numerous disparate genres into their music, and as such, are a perfect reflection of the commercial's intentions.
The clip reveals the full spectrum of exciting activities that the country has to offer. From gigantic music festivals and sporting triumphs, to world famous historical landmarks and the classic, indelibly British cup of tea. Each short clip is backed by a range of subtle sound effects, that serve to represent the ethos of a 'modern, contemporary Britain'. So we hear a range of conflicting sounds, from the deafening roar of a Wimbledon crowd, to the muted drop of a spoonful of sugar in a fresh brew and the explosion of fireworks over the chimes of old Big Ben. All of the sounds spliced throughout the commercial really serve to underline the campaign's message; that Britain is a vibrant, eclectic and endlessly entertaining holiday destination, with so much more to offer than just Buckingham Palace and the Cotswolds.
The ad will be seeded across numerous websites including YouTube and Spotify, and will hopefully ”Convey the humour and character of a modern, confident Britain”, according to VisitBritain marketing director Joss Croft. Croft has said of the campaign that he wants to “Involve people in creating their own British experience, where they can be the director of their own bespoke journey across Britain”. This experience is captured by an online, interactive version of the ad that allows users to create their very own British trip itinerary, which can be shared via Facebook and Twitter. RKCR/Y&R managing director Vicky Jacobs says that the advert they created “Invites users to explore the rich diversity of Britain through sound”, and that the individual sounds of the clip, as well as the soundtrack by Rudimental “Really does represent the eclectic sound of Great Britain”.
RKCR/Y&R recently celebrated its 20th birthday and is a prestigious creative agency that has been commissioned by clients as diverse as the BBC, Bombay Sapphire gin, Oxfam and Land Rover. The company specialises in inventive, daring televisual advertisements and inventive interactive design and prides itself on being, “The UK's most effective agency”. The agency has numerous awards under its belt including a gold award from the 'MSAE' (Marketing Society Awards for Excellence) for their work with M&S and a silver IPA Award for their Lloyds TSB campaign in 2010. VisitBritain meanwhile are currently patting their collective back after they launched their first ever bespoke ad for American TV in partnership with Expedia, the online travel agency. The advert (title 'Find Your Storybook'') was shot in London, Wales and Scotland and is a fairytale-themed commercial with a 'magical' theme and a dramatic, classical soundtrack.
Benjamin Hiorns is a copywriter from the UK who has spent numerous Summer vacations abroad, but is always glad to come home and know that Britain has so much more to offer than we perhaps give it credit for.