British Airways and VisitBritain (Australia) are promoting the UK to Australian travellers via a jointly-funded television campaign launching this week, inspiring consumers to take a different view of Britain.

The television commercial showcases contemporary Britain’s culture and lifestyle in the context of its rich heritage and famous history, whilst challenging perceptions by mixing bright, dynamic images of Britain with scenes of more traditional, recognisable landmarks. The soundtrack features Supergrass, a celebrated British alternative rock band which embodies the world-renowned, innovative nature of Britain’s thriving music and arts industry.

From today, the commercial will run nationally for three weeks on satellite (Biography, Discovery, Fox, Classics, Hallmark, History, Lifestyle and UKTV). The campaign will be supported by a specially-developed microsite (www.visitbritain.com.au/ba) showcasing the very best of British culture and lifestyle and inviting users to click-through directly to ba.com to take advantage of a promotional fare developed specifically for the campaign.

Roger Burr, regional general manager, South West Pacific said:

We’re extremely excited about our first integrated marketing activity with VisitBritain. We’re both confident that our approach will achieve cut-through with our target audiences, positioning Britain as a country which embraces its history but has also evolved into one of the world’s most modern destinations for discerning travellers.

Judy Watkins, country manager, VisitBritain (Australia & New Zealand), added:

This campaign encapsulates the vibrancy and dynamism of the destination. The image of contemporary Britain, contrasted with the history and heritage, enables us to challenge perceptions, whilst still celebrating much-loved icons. With a wealth of great events occurring in Britain during 2009 – including Homecoming Scotland and The Ashes – there has never been a better time to visit Britain.