VisitBritain and British Airways have teamed up to promote Britain in the United States, with a new campaign called “Meanwhile in Britain.” According to Travel Weekly, the multi-million dollar campaign kicks off a three year partnership between the two companies.

“The landmark events this year [include] Her Majesty the Queen’s Platinum Jubilee celebrating 70 years on the throne; ‘Unboxed,’ the series of 10 U.K.-wide events showcasing the country’s creativity; and the Birmingham 2022 Commonwealth Games, offering once-in-a-lifetime experiences that visitors can only have this year in Britain,” said VisitBritain executive vice president of the Americas Gavin Landry. “Working with a partner like British Airways amplifies our reach as we drive recovery from Covid, turning the inspiration to visit into bookings.”

The campaign will run on multiple channels, including social media programmatic display and video, as well as a number of other travel partners.

British Airways has been adding flights, both locally and around the world, and as of the summer of 2022, will have 26 U.S. gateways to London Heathrow, including a new route from Portland, Oregon.