Walpole, the body representing numerous prestigious British luxury firms, has recently launched an ambitious campaign named “Love Letters from Britain” to support and promote the country’s luxury segment on a global level. This campaign aims to highlight the exceptional talent and innovation driving the UK’s success in the luxury industry, especially considering that 80% of its luxury products are exported.
Produced by BBC StoryWorks Commercial Productions for Walpole, the campaign features a captivating documentary series showcasing renowned UK luxury brands, including Bicester Village, Dunhill, Jo Malone London, and Molton Brown, among others. The series consists of 20 compelling stories that delve into the lesser-known narratives behind these brands, emphasizing their commitment to innovation, adaptation, heritage, modernity, creativity, craftsmanship, and sustainable practices.
To ensure maximum exposure, the films will be distributed to targeted international audiences in key luxury goods markets such as the US, China, Japan, South Korea, India, and the Middle East. The objective is to highlight the significant economic contributions made by the UK’s luxury businesses, which amount to an impressive £48 billion, while also showcasing their timeless appeal and influence on a global scale.
While the first nine films were launched on July 5, an additional 11 films are currently in production and set to be released in October. To further bolster the campaign’s reach, a 12-month collaborative marketing strategy has been implemented, including advertising on BBC.com and a targeted social media campaign. International audiences can easily access “Love Letters from Britain” through a dedicated digital hub created by BBC StoryWorks and on Walpole’s own website.
Helen Brocklebank, the CEO of Walpole, emphasized the strategic and economic significance of Walpole’s members and the wider British luxury sector for the UK. In today’s post-pandemic and post-Brexit world, businesses play a crucial role in driving sustainability and promoting British products globally. Brocklebank believes that the “Love Letters from Britain” campaign serves as a powerful platform to showcase the allure and impact of British luxury brands, while simultaneously celebrating their contribution to the UK economy.
In summary, Walpole’s “Love Letters from Britain” campaign is not only a means to celebrate and elevate the reputation of British luxury and creativity on the global stage but also serves as a testament to the economic power of these brands. By shedding light on the lesser-known stories behind these iconic brands, this campaign aims to captivate audiences and further establish the UK as a driving force in the luxury industry.
Useful links:
BBC: Walpole’s “Love Letters from Britain” Campaign
Walpole Official Website
