VisitBritain rolls out video guides to refresh 'staid' cities

VisitBritain, the tourism agency, is hoping to overturn "staid" opinions about the UK by hiring local filmmakers to create video guides for 10 cities.

The videos have been commissioned by online filmmaking community Genero for London, Bristol, Glasgow, Edinburgh, Liverpool, Manchester, Birmingham, Brighton and Cardiff.

The chosen filmmakers will produce one city guide, of between three to five minutes long, and five 30-second videos that focus on five key moments from each city's history. Each of them will be cut down to 15 and six second versions.

The films will be shared on VisitBritain’s media channels in 21 countries. Additional distribution has been planned by Carat, the company’s media agency, for early next year.

Joss Croft, the marketing director at VisitBritain, said, "The partnership with the Genero platform has allowed us to work closely with UK filmmakers to deliver authentic, credible content quickly and cost effectively.

"In this campaign we want to overturn people’s preconceptions of 'staid Britain’ and inject a greater promise that there is a lot to see and do and that they will receive a warm welcome, so who better to do that than local filmmakers who want to share their unforgettable experiences and show off the secret delights of their city." 

It is Genero’s 26th piece of original film content produced for VisitBritain since August 2014 and the fourth time the tourism agency has used the platform. 

Darren Khan, the managing director of Genero, said: "We will be delivering 220 pieces of content in total for the campaign, which is the quantity of video now required by brands to maintain effective and consistent communications via their owned and paid marketing channels."

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