The tourism body has created a dedicated microsite, visitbritain.com/sherlockholmes, showcasing locations with links to Sherlock Holmes and Sir Arthur Conan Doyle. VisitBritain will also be distributing branded Oyster card wallets.
The Warner Bros. Pictures movie, starring Robert Downey Jr, premieres in London on 14 December.
‘VisitBritain increasingly uses the UK's world-renowned film and literary heritage - as well as music, fashion and culture - to raise awareness of the appeals of Britain and its destinations,' said VisitBritain marketing director Laurence Bresh.
‘Sherlock Holmes has great pride in being English. London is an incredibly fascinating city and the centre of the world at the time our film takes place. Holmes knows every inch of it and feels it's his city,' said Downey Jr.
This article was first published on marketingmagazine.co.uk