promoting film tourism in india
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Bollywood movies promoted outside
International movies shot in India
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The provision of 100% foreign direct investment
Extensive Range of Locations
Infrastructure Facilities- Ramoji Film City in Hyderabad
Low cost of production
-
FilmR
elated Expense -General Expense
Technology Advancement
Simplified Government Procedure
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Film Impact on Visitor Numbers or Tourist Revenue
Braveheart 300% increase in visitors year after release
Heartbeat Three times the number of normal visitors in 1991
Harry Potter All locations saw an increase of 50% or more
Mission: Impossible 2 200% increase in 2000
The Beach 22% increase in youth market in 2000
Steel Magnolias Louisiana 48% increase year after release
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Success of the film
Identifiable and accessible Locations
Relevance of the story to the location
Amount of exposure/length of time on the screen
Tourists want to explore or discover
A film location that has an emotional attachment
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Target Audience
CommunicationObjective
Message
Communication
Mix
PromotionalBudget
Measure Results
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Film Production Houses
Directors
Artists Story Writers
General Public
Initial focus on Top 10 tourist countries as well
as untapped markets
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Incredible !ndia
Film Makers Ultimate Location
Diversity New + Old Unique History and heritage
Functional Benefits
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Before Release
After Release
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Advertising Personal Selling Public Relations Direct Marketing
Actively promote the destinationto film studios
Advertisements in film magazineslike Movie Maker, American
Cinematographer mentioninglocation specific details
Negotiating and/or produce a"making of the film" feature
Advertising to Film schools. Ensure media coverage of the film
mentioning the film location Lord of theRings New Zealand
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Advertising
Personal Selling
Public Relations
Direct Marketing
Most effective tool for building
buyers preferences, convictions,and actions
Forming a executive teamrepresenting the Indian FilmAssociation and Tourism
Department to visit countries. Offer grants and tax credits to
encourage studios to use thelocation
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Advertising
Personal Selling
Public Relations
Direct Marketing
Highly credible
Appoint an executive or publicrelations specialist to deal with
film studios directly Negotiate end credits for the
destination
Celebrity Endorses Preparing India Movie Map
Content Tourism website
Movie website
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Advertising
Personal Selling
Sales Promotion
Public Relations Direct/Interactive
Marketing
Events
Distinctive characteristics:
- Nonpublic, Customized, Interactive
Interactive Marketing through
Film Tourism Website. Be actively involved in location
scouting
Social Networking site
- Eg: Massify
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After Release
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Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Invite Media (Travel) to specialrelease of the film
Post signage and interpretation at
the location Advertising to Film schools.
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Advertising
Personal Selling
Sales Promotion
Public Relations Direct Marketing
Engage in joint promotional
activities with film companies Promote hotels and guest houses
that were used in films
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Advertising
Personal Selling
Sales Promotion
Public Relations Direct Marketing
Work collectively with tourist
authorities to promote filmlocations
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Advertising
Personal Selling
Sales Promotion
Public Relations Direct/Interactive
Marketing
Events
Dedicated Website
Incredible !ndia
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Advertising
Personal Selling
Sales Promotion
Public Relations Direct Marketing
Events
Create exhibitions or displays ofmemorabilia from the film
More Film Festivals like IFFI. Invite Intl Film makers for Short
Films and Documentaries
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Advertising
Personal Selling
Sales Promotion
Public Relations Direct Marketing
Events
Viral Marketing
Word of- Mouth
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Pride & Prejudice - Impact on Locations:
- Basildon Park (10,000 extra visitors after release)- Burghley House (30% visits inspired by the film)
- Stamford Village (2,000 additional visits to centre)
Harry Potter - Impact on Locations
- Alnwick Castle (120% increase in visits generating 9m)- North York Moors Railway (15% of visitors due to movie)- Kings Cross Station (Permanent plaque on station )
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Objective and Task Method
15%
10%
15%
20%
10%
30%
Expenditure
Advertising
Personal Selling
Sales & Promotion
Events
Direct/Interactive Marketing
P lic Relations
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Can be calculated through Tourism Revenue.
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Presented bySaravananPrabhuPadmaselvan
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