Walpole launches film series to support British luxury and creativity
With 80% of its the UK’s luxury products being destined for export, the body representing many British luxury firms — Walpole — has launched a new campaign to promote the segment on the world stage.
Its new documentary series, Love Letters from Britain, “brings to life exactly why the very best of British creative, entrepreneurial and innovative talent is the secret of the UK’s international success, and why these iconic brands are a powerful and alluring calling card for the country”.
The aim is to reach a global audience “by showcasing creative individuals and innovative businesses changing the face of a sector worth £48 billion to the UK economy”, it said. The films will be distributed to a “targeted international audience” in key luxury goods markets, including the US, China, Japan, South Korea, India and across the Middle East.
The films tell the “untold stories” behind the brands and were produced by BBC StoryWorks Commercial Productions for Walpole.
They feature some of the best know UK brands such as Bicester Village, Dunhill, Jo Malone London, Molton Brown and more in a series of 20 stories.
Walpole said the films “build upon a culture of innovation and adaptation, balancing heritage and modernity, and focusing on creativity and craftsmanship underpinned by a core commitment to sustainable practices. The series looks at what ‘luxury’ means today, examines its relevance and shows exactly why the UK’s luxury businesses are so fundamental to the country’s appeal all around the world”.
The first nine films launched on July 5 with a further 11 being put into production for release in October.
The films are also being supported by a 12-month collaborative marketing campaign with advertising on BBC.com and a targeted social media campaign. Love Letters from Britain is also available for international audiences on a dedicated BBC StoryWorks’ digital hub as well as globally accessibly to view on Walpole’s own website.
Walpole’s CEO Helen Brocklebank said of this: “Walpole’s members, and the British luxury sector as a whole, have enormous strategic and economic importance to UK PLC, its people and communities. Post-pandemic and post-Brexit, we are entering a brave new world where businesses play a crucial role in driving sustainability and selling Britain abroad.”
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