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British Airways and Visit Britain have combined to launch an online and press campaign extolling the wonders of Britain to audiences in China, India and the US. Bartle Bogle Hegarty created five films for the campaign. One is about a father who takes his son rambling, while another features a man who uses a red bus to take his friends surfing. The ads focus on places away from the usual tourist traps and end with the line: "There’s more to Britain with British Airways."