Film Tourism in Britain

Laurence BreshMarketing Director - VisitBritainSeptember 2009

Why Britain? A Film Makers’ Ultimate Location

– A Big World on a Small Island

– Unique History and Heritage

– Literary Heritage that is internationally known

– Diversity – New + Old

– World Class Talent

– World class pre and post production

Lights, Camera, ACTION!

120 million people world-wide will see a blockbuster film in the first 3 weeks of opening

40% of potential visitors to the UK would be “very likely” to visit places from films or TV

Putting visitors in the Picture… 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 )

Choosing the right Film…

What films work best?

Physical Locations in Britain

Positive, varied depiction of Britain

Historical, Culture, Literary connection

International recognition

Regional focus

Will it encourage the consumer to

reconsider Britain

Britain Movie-Maps

Case study - The Da Vinci Code

The Book…

•The World’s fastest selling book of all time!

•43 million copies sold and still going…

•94% awareness of the book in the UK

The Film…

• Opening weekend worldwide box office gross was $224 Million USD  

• International box office alone was $147 Million USD

• 8th biggest 3 day figure in the UK ever!

Global ‘Codebreaker’ Promotion

• 120 prize winners from 42 countries around the world!

• The Ultimate 7 day Da Vinci Code prize

• Paris – London – Lincoln – Scotland

Global Coverage of Codebreaker Prize worth £7 million:

Marketing:

Press:

Opportunity to reach around 170 million people

So what did this promotion look like…

Quantum of Solace…007

The 22ND Bond FilmNew Bond, New Britain

Exclusive global sweepstakescompetition prize – 35 countries

Bond lifestyle supplement

On-line and off-line media exposure via new channels

Global Britain brand exposure

• Marketing coverage of the prize worth £7 million

• Media partners included Yahoo, Fox, VH1 and the Wheel of Fortune

Examples:

Taiwan – Yahoo spy game USA – Boston Globe promo Greece – Smirnoff on pack promo

Key Success Factors

• Marketing Coverage - £7 million

• PR coverage - £11.7 million

• Web visits – 231,375

• Exposure in new markets e.g. Taiwan

• Opportunities to work with new partners eg Coke

• Increase in hotel bookings at Grosvenor House hotel

• Marketing activity delivered high ROI (Spain 74:1)

• Opportunity to hold a ‘premiere’ for key VIPS

Coming soon……Sherlock Holmes

About the movie

• Directed by Guy Ritchie• Released in December 2009• Stars Robert Downey Jr / Jude Law • Filmed on location in London, Liverpool and Manchester

Discover Sherlock Holmes’ Britain

The Promotion

• Win a trip to London, Liverpool and Manchester (locations used in the movie)

• Promotional campaign across 30 countries• Website• Branded Oyster Cards• E-CRM • Industry screening• Viral game

PR

Coming soon ………..ROBIN HOOD

The movie

• Released May 2010, blockbuster Summer movie• Directed by Ridley Scott • Stars Russell Crowe / Cate Blanchett

The Promotion

• Prize to include banquet with the Sheriff of Nottingham, archery at Sherwood Forest• Exhibitions featuring film props at Nottingham Castle

Key Learnings – Film Tourism MarketingWorking with the studios:• Forward Planning - liaise on joint promotion 6-9 months in advance of

release date – films like Harry Potter and Bond need 12 months.• Get a contract – to cover use of film association for destination marketing.• Think like the studio – their primary objective is bums on cinema seats –

your marketing pitch has to drive this as well as deliver visitors to the destination .

Pick the right film:• Categorise your film – assess the profile of the film based on story

recognition, cast, profile of the destination as itself!• PR - Film press coverage is the most cost effective way to increase

destination/ tourism business profile……..Remember the hotel from Four Weddings?? ‘That room had a 3yr waiting list!

• Marketing campaign – Ride on the hype….put your marketing out before the film actually releases then you will benefit from the studio’s marketing.

Thank you