Travellers in North America will be inspired to visit and explore regional Britain with the release of four short commercial films by VisitBritain and BBC StoryWorks.

The four two-minute documentary-style films, created by BBC StoryWorks, BBC Advertising’s commercial content production arm, challenge the perceptions of traditional Britain, offering a modern take on the stunning landscapes, fashion, culture and history, and will air on BBC’s commercial, international news channel, BBC World News, to an American audience between October 2017 to March 2018.

VisitBritain commercial director Carol Dray said: “These films will inspire American visitors to book a trip right now for experiences they can only get in Britain, from seeing the Meridian Line in Greenwich to drawing inspiration at a coffee shop in Manchester, from discovering the history of Caernarforn Castle in Wales to dolphin spotting at Chanory Point in the Scottish Highlands.”

The partnership is funded jointly by the UK government’s global GREAT campaign, which showcases what Britain has to offer as a place to visit, study and do business, and the local destination management organisations, London & Partners, Marketing Manchester, VisitScotland and Visit Wales.

The US is Britain’s most valuable inbound visitor market and also one of its largest.