The campaign, created by Tullo Marshall Warren, comprises international marketing throughout Europe and Australasia and will target 35- to 44-year-old independents, and 45- to 54-year-olds whose grown-up children have left home, along with affluent over-55s.
The creative uses images from VisitBritain's photographic library to cover the range of experiences a visitor to Britain can enjoy by placing it in a theatre stage and in the form of an extract from a play.
One example features the gardens of Shakespeare's birthplace with the words: "Open on a glorious English country garden in full bloom. A 400-year-old Tudor house, the birthplace of the great playwright William Shakespeare, stands behind the flora." Underneath this are the words: "The stage is set".
The direct marketing packs will be sent out to international VisitBritain offices where they will be translated and sent out to targeted customers all over the world.
A viral marketing game has been developed to drive people to a dedicated website. The quiz sees the player starting out as a peasant and with each question they get right they will learn a fact about a region of Britain, but when they get one wrong they will be splattered with tomato and remain as a peasant.
If the player has answered all of the questions, they are then able to print off a certificate awarding them their title as they rise through the ranks of medieval society towards monarchy.
Players are offered the chance to forward the medieval style certificate on to friends by an HTML email challenging them to do better by visiting the site and playing the game.
Laura Ohrman, account manager at TMW, said: "Through copy tone, images and design we have portrayed the vibrancy and liveliness of Britain as a great touring destination.
"The campaign will enable us to target potential consumers who have an interest in exploring the country's history and countryside. Our ultimate aim is to drive potential visitors to a dedicated website for further information on touring."
VisitBritain promotes Britain in 35 established and developing international markets to generate over 90% of all Britain's visitors.
In November, VisitBritain awarded its global direct marketing account to South African-based agency Trigger.
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