James Bond shakes up British tourism

VisitBritain is luring highly influential overseas bloggers to the UK in an attempt to promote the country on the back of the latest James Bond film.

The tourism organisation has invited 15 bloggers from across the US and all over the world to 'live like Bond' in Britain. The bloggers are expected to recount the experience on their blogs.

The chosen international bloggers will be from sites such as the LA-based Chud.com and Comingsoon.net, Italy's Blog.screenweek.it, Germany's Moviemaze.de and Japan's Cinemacafe.net.

Examples of activities to be offered include martini-making master classes, speedboat rides along the Thames and trips to the Bond exhibition at the Imperial War Museum. Bond-themed press trips will also be handled from Australia, Brazil, China, Singapore, UAE and pan-Europe.

VisitBritain is the official tourism and destination partner for the movie and is working alongside corporate partner Sony to promote the UK as a destination in the run up to Quantum of Solace, the 22nd Bond movie, starring Daniel Craig. The film is due for release on 31 October.

VisitBritain senior press officer Sian Brenchley said: 'The prospect is very exciting as the Bond franchise has mass appeal worldwide, as James Bond remains one of Britain's most readily identifiable and enduring characters. Our press officers will be inviting international media to "live like bond" and present Britain as a tourism destination in an innovative way.'

UK press will also be invited by VisitBritain's Enjoy England team (the body that promotes England as a tourism destination to the British), to take part in activities such as tasting the best martinis and sky-diving in Bedfordshire.

The news follows VisitBritain's launch of a PR campaign to promote Britain and Ireland as a holiday destination, in an attempt to capitalise on the 2012 Olympic Games (PRWeek, 29 August).

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