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17 June 2025, NEWCASTLE Britain’s national tourism agency VisitBritain and Destination North East England have teamed up with 28 Years Later to invite visitors to discover some of the stunning locations featured in the highly anticipated film as part of a multi-channel co-promotional campaign. VisitBritain and Destination North East England are excited to announce a co-promotional campaign with Sony Pictures’ 28 Years Later, the highly anticipated follow-up to Academy Award-winning director Danny Boyle (Slumdog Millionaire) and Academy Award-nominated writer Alex Garland’s (Ex Machina) iconic 2002 film 28 Days Later. As part of the thrilling collaboration in celebration of the film’s cinematic debut from 19th June, visitors are invited to explore some of the iconic destinations featured in the film, such as the Holy Island of Lindisfarne, Kielder Forest, and even a recreated Sycamore Gap. Over the weekend, eagle-eyed visitors may have spotted the film’s famous biohazard symbol and the campaign hashtag, #VisitIfYouDare, projected on various landmarks across North East England, including the National Trust’s Gibside, Sunderland’s Penshaw Monument and Raby Castle in County Durham. In the run up to the film’s cinematic debut and a gala screening at Newcastle’s Tyneside Cinema on 19th June, England’s first ever Destination Development Partnership, Destination North East England is working with VisitBritain to deliver a multi-channel campaign to attract experience seekers, eager to explore iconic destinations featured in the film alongside some of North East England’s finest tourism assets. This activity aims to showcase all corners of the region, from our breathtaking coastlines, tranquil countryside and our vibrant towns and cities to visitors. Delivered by Destination North East England and its partner organisations, this activity will play a significant role in achieving the region’s ambition of increasing the value of the visitor economy to £10 billion by 2034. The area is already a draw for ‘set jetters’, with the region’s unique natural and architectural assets having played a starring role in many major film and TV projects, from broomstick lessons for young witches and wizards, to landscapes and locations for whip cracking explorers and hammer-wielding superheroes. As the screen industry in the region continues to go from strength to strength, the area’s visitor economy leaders are keen to cement the North East’s reputation as a must-visit cinematic destination. Screen tourism represents a huge opportunity for the region to attract visitors from across the globe, who are keen to explore the iconic sights they’ve seen on screen. VisitBritain’s screen tourism research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip. The region has already played a leading role in VisitBritain’s #StarringGreatBritain campaign around the world with this latest milestone using the global reach of the 28 Years Later release as a catalyst to attract more visitors and spur further marketing activity and product development centred around film and TV. North East Mayor Kim McGuinness said: “We’re making the North East the best place for film and TV, whether that’s in local production, new jobs or incredible set locations you won’t find anywhere else. “We’re driving a renaissance in local production by putting almost £1 million into the work of our partners North East Screen, and the eagerly-awaited release of 28 Years Later shows how creativity and tourism can come together to create jobs and opportunity in unexpected ways. “Our stunning landscapes and landmarks have starred in so many iconic shows and films and brought thousands of new visitors to the North East. This is the latest thrilling chapter in that story.” Ian Thomas, Chief Operating Officer at NewcastleGateshead Initiative which leads Destination North East England said: “There’s never been a more thrilling time to visit North East England and explore the truly unique and stunning locations featured on screen. As the land of a hundred castles, vibrant towns and cities, two UNESCO world heritage sites and acres and acres of unspoilt countryside and coastlines, it’s no wonder Hollywood is descending on the region, showcasing the real star of the show to audiences around the world." "Maximising the draw of screen tourism will play a huge part in our ambitions to grow the visitor economy and I’m delighted our team are working with Sony Pictures and Visit Britain to allow travellers to step right into one of the most hotly anticipated films of the year, as we invite you to visit… if you dare!” VisitBritain CEO Patricia Yates said: “This promotional campaign is a fantastic opportunity to harness the powerful draw of screen tourism to make the region the real star of the show.” “Our international Starring GREAT Britain campaign uses films and TV shows as the hook to tell the story of our diverse destinations such as the North East, to encourage new visitors to come now and explore more, growing visitor spending into local economies.” ENDS |
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