see britain through paddington's eyes

Joss Croft Marketing Director

Screen tourism 1 in 10 foreign visitors come to the UK as a result of seeing the country depicted in film (BFI Economic Impact of the UK film industry 2012)

"Without a doubt, VisitBritain is the world's leading destination marketing organisation when it comes to destination placement promotion through film."

Stefan Roesch, author of The Experiences of Film Location Tourists

From movie maps…

…to mobile apps - Bollywood in Britain app

Working with film studios

Recent campaigns

Paddington – 28 Nov 2014 in UK

The partnership

&

Paddington film tourism opportunity

• Positive destination placement

• Family Britain

• Train journeys out of Paddington

• Retail

• Paddington as a GREAT ambassador

• Tourism product to travel trade – Paddington tour (Brit Movie

Tours), Paddington trail with London & Partners

GREAT branding in the movie

GREAT branding in the movie

Paddington campaign objectives

Change perceptions and position Britain as a welcoming destination

Extend the reach of the GREAT campaign

Highlight film locations in Britain

Increase exposure for Britain outside of London

Increase PR and social media exposure for Britain using official film branding in marketing promotions and competitions

Create data capture opportunities for VisitBritain use

Work alongside other film partners

Increase visitor numbers and spend to Britain

Key markets

• PRIMARY: USA, France, Germany • SECONDARY: Brazil, India, China, GCC, Japan • OTHER: Australia, Spain, Italy, Netherlands, Canada, Belgium, Switzerland, Sweden, Norway, Poland,

Denmark, Russia, Japan, Austria • NURTURE: South Korea, Mexico, Turkey, Indonesia, South Africa, New Zealand • TOTAL: 27 countries

Promotional channels • France, Germany, USA • Families with children

Digital

• visitbritain.com/paddington

• Content: - “Win a trip to Britain for a family of 4”

- Film locations

- Paddington and family itineraries

- Instagram feed

- Bookable products

Social media - #PaddingtonsBritain

• Biggest film tourism social media campaign

• Paddington social media takeover • Bespoke content

#Paddingtonselfie

International PR

• Visitbritain.com/media • Global press trip

International sweepstake – 15 markets

• Money can’t buy competition prize for a family of 4

- Private tour of Natural History Museum - Meet & greet with Paddington Bear himself! - Family afternoon tea and marmalade sandwiches

• Media partners include TV, Radio, Digital, Social, Retail

Industry engagement

• Share #PaddingtonsBritain

• Regional exploration • Create User Generated Content (UGC)

#PaddingtonTrail – GREAT bear

Paddington Panel Discussion

• Joss Croft, Marketing Director, VisitBritain

• Hugh Spearing, Head of UK Marketing, STUDIOCANAL

• Julie Chappell, Director of Consumer Marketing & Digital, London & Partners

• Val Blackburn, Director, Brit Movie Tours