British Airways and VisitBritain are launching a digital campaign showcasing Britain’s iconic film locations through the eyes of British locals, brought to life by BAFTA Nominated Director, Charlotte Regan.

Regan, renowned for her recent feature “Scrapper,” and created with Uncommon Creative Studio, this campaign brings Britain’s on-screen beauty, humour, and quirks to life, aiming to inspire US visitors to book their next vacation to Britain on British Airways.

The campaign focuses on two films addressing key questions such as “Is Britain Really Like the Movies?” and “Is Britain Truly as Romantic as the Movies?”,  presenting candid responses from diverse voices across England, Scotland, and Wales. Stepping away from stereotypes, the campaign celebrates Britain’s rich diversity and unique character, showcasing its iconic film locations with an authentic twist.

VisitBritain’s Executive Vice President, The Americas, Australia & New Zealand, Paul Gauger said; “We are delighted to continue our partnership with British Airways to bring Britain’s diverse filming locations to life. Screen tourism is increasingly popular among global travellers who seek to immerse themselves in the worlds of their favourite films and series and walk in the footsteps of their beloved characters.

“This campaign provides us with the opportunity to showcase our regional destinations, lesser-known places, and local treasures, inviting visitors to explore both the filming locations and Britain’s charm.”

Calum Laming, British Airways’ Chief Customer Officer, said; “As the United Kingdom’s flag carrier, we are delighted to continue our fantastic partnership with VisitBritain. We have flights from 26 US destinations non-stop to London and with our uniquely British original onboard experience, we have something to offer every traveller who wishes to visit this incredible destination.”

Filming locations included Heathrow Airport in London, The Little Theatre in Bath, Brasenose College in Oxford, The Travel Book Shop in Notting Hill, Llangennith Beach in Wales and Loch Eilt in Scotland. The films are available to view online at

The digital campaign will be running across the US on paid social media, Digital Display/OLV, interactive streaming, CTV, and geo-targeted mobile