'Fake (Brit) It' Campaign's Truth: It Wants More U.S. Visitors

National tourism agency VisitBritain wants more Americans to visit Britain.

To encourage them, Visit Britain, working with London-based Pablo agency, launched an online game as part of a larger campaign.

The “Fake (Br)it Till You Make It” multimedia push promotes Britain’s regional diversity — from Newcastle to Dorset. The work includes social media, influencers, custom content partners, digital display and audio advertising, driving online traffic to
a landing page on VisitBritain.com with ideas and links to activities, attractions and experiences.

The online game, found on VisitBritain’s site, encourages users to sample various regional British accents, then share links with destination info on social media. The goal is to have them challenge friends with the hashtag #FakeBritChallenge.



The U.S. is Britain’s largest market. Visitors spent a record $5.6 billion in the UK between January-September 2022, up 40% on the same months in 2019.

VisitBritain EVP, The Americas, Australia and New Zealand Paul Gauger, told Agency Daily: “This fun and interactive campaign uses innovative technology to tell the story of Britain as a destination, inviting visitors to discover not only the rich diversity of British culture, but the warm welcome offered by the British people.”

Gauger adds the engaging campaign builds on the “strong recovery” we’re seeing. 

The international GREAT Britain marketing campaign invites visitors to ‘See Things Differently,” which highlights the country as an exciting destination, which includes major events, such as the coronation of King Charles III and Liverpool hosting the Eurovision Song Contest, both in May.

There is also a joint campaign with British Airways to drive direct bookings.

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