Download - See Britain through Paddington's Eyes
![Page 1: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/1.jpg)
Joss Croft Marketing Director
![Page 2: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/2.jpg)
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)
![Page 3: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/3.jpg)
"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
![Page 4: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/4.jpg)
From movie maps…
![Page 5: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/5.jpg)
…to mobile apps - Bollywood in Britain app
![Page 6: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/6.jpg)
Working with film studios
![Page 7: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/7.jpg)
Recent campaigns
![Page 8: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/8.jpg)
Paddington – 28 Nov 2014 in UK
![Page 9: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/9.jpg)
The partnership
&
![Page 10: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/10.jpg)
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
![Page 11: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/11.jpg)
GREAT branding in the movie
![Page 12: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/12.jpg)
GREAT branding in the movie
![Page 13: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/13.jpg)
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
![Page 14: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/14.jpg)
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
![Page 15: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/15.jpg)
![Page 16: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/16.jpg)
![Page 17: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/17.jpg)
![Page 18: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/18.jpg)
Promotional channels • France, Germany, USA • Families with children
![Page 19: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/19.jpg)
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
![Page 20: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/20.jpg)
Social media - #PaddingtonsBritain
• Biggest film tourism social media campaign
• Paddington social media takeover • Bespoke content
![Page 21: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/21.jpg)
#Paddingtonselfie
![Page 22: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/22.jpg)
![Page 23: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/23.jpg)
![Page 24: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/24.jpg)
![Page 25: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/25.jpg)
International PR
• Visitbritain.com/media • Global press trip
![Page 26: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/26.jpg)
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
![Page 27: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/27.jpg)
Industry engagement
• Share #PaddingtonsBritain
• Regional exploration • Create User Generated Content (UGC)
![Page 28: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/28.jpg)
#PaddingtonTrail – GREAT bear
![Page 29: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/29.jpg)
![Page 30: See Britain through Paddington's Eyes](https://reader031.vdocuments.us/reader031/viewer/2022020222/568ca8d91a28ab186d9b0be4/html5/thumbnails/30.jpg)
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