American Airlines has joined forces with British Airways and VisitBritain to lure more Americans across the pond.
A $3.7 million ‘British Famous’ comedy campaign will run throughout the year and is jointly funded by $1.25 million from each of the three partners.
The campaign involves the release of four videos featuring UK comedian Diane Morgan as she attempts to ‘make it’ in America.
In the first two, Morgan transforms herself into what she believes Americans love – a self-help guru in Wales and a rock star in Manchester.
In later videos she becomes an action star and a hipster foodie, promoting different parts of Britain.
It is hoped the films will drive online traffic to a ‘BritishFamous.com’ hub featuring destination content from VisitBritain and tactical fares and offers from the airlines.
The campaign has been timed to take advantage of the weaker pound against the dollar.
At the end of February, the UK was 13% cheaper for visitors from the US compared to the same month last year.
Rob McDonald, BA head of global marketing, said: "Britain enjoys exporting comedy over the pond, so it was a natural choice for us to bring a little humor to this tourism campaign."
The US is Britain’s most valuable visitor market, worth more than $3.7 billion annually to the UK economy.
The latest figures show there were 2.7 million visits from the US to Britain from January to September 2016, up 3% compared to the same period the year before.
