00:07Next year we're going to go with Starring Great Britain again and it's been such a
00:12successful campaign for us and of course there are new films coming out all the
00:17time so we've had Wuthering Heights, Harry Potter and that continuing
00:21storytelling that enables us to drive travel to regional Britain. Looking
00:27forward to a big push on that in the spring, we're going in America, France and
00:32Germany with real investment to tell those stories and get people to explore
00:37regional Britain.
00:45It's absolutely essential what to what we do to get visitors to explore more
00:51outside of London and we do that with in two ways one is the practicality we're a
00:56small island travel is really easy. Flying to Manchester you could be in the
01:01Peak District or in the Lake District with beautiful countryside and then of
01:06course it's why should you go compelling storytelling I would say Starring Great
01:11Britain has shown that we can do that using the power of film and what we're
01:16seeing is that every region has a story to tell so the Northeast you know stunning
01:21Annick Castle you go in the gardens it is where Harry Potter loves to ride on a
01:27broomstick. If you go to Kinran which just won best European experience it's
01:34amazing 1200 local people telling the story of England it's absolutely imperative
01:46that we deliver tourism that benefits businesses but also benefits local
01:51communities and that is forefront in our mind so we do that by looking at where we
01:58send visitors making sure we're promoting places that have the infrastructure have the
02:03capacity and want visitors at that time of year. When I asked what's a good visitor it
02:09is someone that comes and explores and wants to know more about a destination and it is someone who spends
02:16long time on a
02:16and takes time and and I think that is a trend that we're seeing with all
02:22international travel we all want that emotional personal connection and time to
02:27slow down a little
