Bond Is Great, and So Is Britain, Says Global Tourism Campaign

More 007 'Skyfall' fever

VisitBritain is capitalizing on the excitement over the 50th anniversary of the James Bond franchise—and the latest Bond film, Skyfall—with a global cinema ad that splices together clips from all six James Bond incarnations to show off the scenic beauty of Great Britain. It is, naturally, set to the Bond theme and concludes with a scene from Skyfall in which current Bond Daniel Craig looks out over London. Follow the link, and you'll find a Bond-themed contest with four puzzles to solve in four weeks for a chance to live it up like Bond, complete with Aston Martin. Each mission lets you explore places in Great Britain. Why does her Majesty need spies spying on her own country? Apparently, you're trying to find a mole on the inside. And in typically British fashion, they're not sugarcoating their history in an attempt to entice travelers. One of the first locations in the game is Glencoe, "the glen of weeping," or as they explain it: "It was here that members of the MacDonald clan were brutally murdered by British government troops in 1692." Going with Bond is a smart choice for British tourism. 007 may seem a bit overdone, and certainly there are lots of other brands like Coke Zero and Heineken slutting about the franchise. But 23 films into the Bond legend, it's clear we can never get enough.

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@rebeccacullers Rebecca Cullers is a contributor to Adweek.