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VisitBritain shows the world what Great Britain sounds like with new campaign

February 18, 2014

VisitBritain unveils the soundtrack to modern Britain in an ambitious new £2.5 million global campaign.

It features the multi -platinum-selling anthem ‘Feel the Love’ by the Brit-Award nominated band Rudimental as part of an interactive marketing push that aims to capture the sound of the nation. ‘The Sounds of GREAT Britain’ TV and digital campaign, created by Rainey Kelly Campbell Roalfe/Y&R, breaks on Monday, February 17th.

Rudimental’s song, ‘Feel The Love’, is the soundtrack to a TV ad highlighting the sounds created by the country’s attractions, people, and uniquely British experiences, including the sound of a Wimbledon tennis crowd, the buzz at Lovebox festival and a Dartmouth Steam Train.

People around the world are invited to make their own personalised edits of the advert and mix their versions of the ‘Feel the Love’ track using the British sights and sounds that inspire them most at soundsofgreatbritain.visitbritain.com

Users can also share their personalised adverts for Great Britain online via Facebook, Twitter and Weibo and find out more information on their own personal selection of the best things to do and places to go on VisitBritain’s LoveWall microsite.

The LoveWall also features new tools, from tech partner iGeolise, allowing people to measure distance in time rather than kilometres and view their dream tour of Great Britain in real time across their chosen modes of transport.

Celebrating overseas visitors’ passion for British music, users interacting with the campaign can also visit Nokia Mix Radio where they can enjoy more sounds of Great Britain via a playlist that is updated constantly based on listening habits.

Joss Croft, Marketing Director at VisitBritain, said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.”

The campaign will run across key markets including Europe, USA, Brazil, China, India, and the Gulf states.


  • Title: The Sounds of GREAT Britain
  • Brand: VisitBritain