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Dame Judi Dench and Jamie Oliver to boost British tourism

Date Posted: 22/06/11

Dame Judi Dench and Jamie Oliver to boost British tourism

Some of the most recognisable faces in Britain are being used to encourage more tourists to visit the country and book city breaks.

VisitBritain has launched a £100 million marketing campaign featuring Dame Judi Dench, Dev Patel, Twiggy, Jamie Oliver and Rupert Everett.

The celebrity part of the campaign will feature a television advert and five short films, along with social media initiatives.

Dame Judi's film encourages people to take in some of Britain's top heritage sites, while Twiggy looks at the fashion credentials of the UK.

Furthermore, the adverts will be shown when BBC iPlayer has its international launch, bookending shows which are featured on the online service.

VisitBritain is hoping that it can capitalise on the good light which was shed on the country during the recent royal wedding celebrations, along with the focus which will come with the Olympic Games in 2012 and the Queen's diamond jubilee.

Posted by Becky Spence

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