The highly-anticipated sequel Kingsman: The Golden Circle showcases the exciting, secretive and adventurous side of Britain’s most iconic cities and landscapes. Extending that excitement from the big screen, today we launched a new interactive campaign with VisitBritain as part of our multi-year marketing partnership that leverages the Kingsman film to encourage U.S. travelers to explore and discover Great Britain through the eyes of a spy.
Filmed in various locations across Britain, including the iconic Savile Row, Hyde Park, and Hammersmith Apollo, the upcoming secret service spy film launches viewers into Kingsman’s latest adventure. Kingsman’s journey to save the world leads to the discovery of an allied spy organization in the U.S., known as Statesman. The two elite organizations join forces to defeat the enemy.
Inspired by this riveting storyline, our fully integrated digital campaign takes soon-to-be travelers on a gamified journey. In collaboration with VisitBritain and 20th Century Fox, the content platform encourages users to discover experiences fit for a Kingsman and craft their ideal British travel itinerary.
The bespoke online experience that our creative partnership team developed is available on desktop and mobile, and starts once a user chooses their agency: “Kinsgman” or “Statesman.” Throughout the game, visitors to the site must uncover clues and answer a series of questions to complete their mission. Once the missions in this spy-inspired world are completed, users can enter to win a Kingsman-themed trip to Great Britain.
The microsite features information about the British filming locations, details of adventurous and exciting visitor experiences available and the ability to create and book itineraries for their trip to Britain, which can be shared with friends on Facebook, Twitter and via email. The campaign can be accessed via display advertising across Expedia group brands and from Expedia’s social media channels.