Quantifying Location Placement Value: Chinese Tourism to Prague

1. x
Quantifying Location Placement Value
Prague - Somewhere Only We Know
布拉格
-­‐
有一个地方只有我们知道
June 2015

2. Contents
1. Context, Objectives, Scope & Stats
2. Location Placement Value
3. Qualitative & Quantitative Audience Insights
4. Interactive Insights Dashboard
5. Conclusions
6. About Us

3. Quantifying Location Placement Value: Context
CONTEXT
OUTCOME
A body of academic research suggests film and TV productions deliver added marketing value
to a region through increased exposure and the “screen tourism” that results from a
location being featured in the production. This location exposure represents a valuable
commercial opportunity to the tourism sector.
Human Digital (now M&C Saatchi Native) were tasked with proving this in an holistic way,
understanding the interplay between online & offline in the tourism decision making mix.
M&C Saatchi Native are now able to:
① Quantify the additional (location advertising) value that film and TV productions can
deliver through ‘location placement’, beyond the primary production spend.
② Provide a quantitative methodology to assess the ‘location placement’ value of any film
or television production in any city or country around the world.
③ Assess the return on investment and media value (in advertising terms) that the
respective region / city achieves through featuring in a film or TV production.

4. Methodology
PROPORTION OF
LOCATION MENTIONS
MINIMUM VIEWERS DUNBAR’S NUMBER
MINIMUM ADVERTISING
COST
Percentage of location mentions = The minimum proportion of production-related conversation that also references region-
specific locations (which was anywhere between 0.01 and 20% depending on the production).
Minimum viewers = The least amount of people that have viewed the production according to Euroscreen’s figures, other
sources, and adjustments for inflation when using older box office figures.
Dunbar’s Number = The most meaningful social connections someone might have (this is generally accepted as roughly 150),
rather than larger social media ‘follower’ or ‘friend’ figures.
Minimum Advertising Cost = The least value that would be spent in generating equivalent exposure, using the present cost of
premium online advertising (£0.025/€0.035 per impression).
MEANINGFUL EXPOSUREONLINE OFFLINE EXPOSURE VALUE

5. Prague
Project Objectives & Scope
Film
Objective
To quantify the location placement value for Prague in the Chinese market for the film
“Somewhere Only We Know”.
Scope
Analyse Chinese commentary from the date of release for “Somewhere Only We Know” up to 3
months, translating from Mandarin to English for the purposes of analysis & reporting.
Location Dates
Secondary Language
Primary Language
14 February 2015
to
14 May 2015

6. Research Statistics
TOTAL REACH (APPROX)
ANALYSED CONTENT
QUANTITY OF LPV CONTENT
(SAMPLE SIZE)
9,400,000
MINIMUM TOTAL IMPRESSIONS
24,000 UGC FILM POSTS
8,800 All MEDIA FILM POSTS
1,800 FILM & LOCATION POSTS
197
RELEVANT & INFLUENTIAL COMMENTATORS
CHANNELS ANALYSED
NUMBER OF SOCIAL PLATFORMS 6
POPULAR CHANNELS
SINA WEIBO
TENCENT WEIBO
IMDB
INSTAGRAM
TWITTER
DOUBAN

8. 0.006 11,870,000 150 €0.035
Calculating Location Placement Value
PROPORTION OF
LOCATION MENTIONS
MINIMUM VIEWERS DUNBAR’S NUMBER
MINIMUM ADVERTISING
COST
MEANINGFUL EXPOSUREONLINE OFFLINE EXPOSURE VALUE
Source: Online User Generated Commentary, February – May 2015

9. ① Visitors to the location were overwhelmingly
positive about their experiences on Social networks.
② The majority of visitors (over 90%) came from
Chinese urban centres, with Beijing, Shanghai and
Guangzhou leading the way.
③ Commentators were most likely to have posted whilst
at locations or after having visited them.
VALUE OF LOCATION CONVERSATION
(MIN. SINCE RELEASE) AUDIENCE ANALYSIS
AUDIENCE LOCATION AWARENESS DEMOGRAPHIC PROFILE
GENDER
AGE
CITY OF ORIGIN
81% FEMALE / 19% MALE
16-25
BEIJING (14%)
SHANGHAI (5%)
GUANGZHOU (4%)
€373,905
④ Whilst at locations, the primary method of
communicating was through rich media, i.e. using
photos rather than text to convey appreciation or
excitement.
⑤ Instagram (36%), Sina Weibo (28%) & Douban (21%)
were the three dominant social platforms for
visitors to Prague.
⑥ 80% of visitors visited Prague locations
specifically due to the film Somewhere Only We Know.
Sample: 197
Source: Online User Generated Commentary, February – May 2015
VALUE OF LOCATION CONVERSATION
(MIN. ANNUAL PROJECTION SINCE RELEASE)
€1,056,000
COUNTRY OF ORIGIN
CHINA (95%)
NON-CHINA (5%)
Somewhere Only We Know / 有一个地方只有我们知道 : Location Placement Value for Prague
VISITOR
SATISFACTION
POSITIVE or VERY POSITIVE (83%)
REASON FOR VISIT FILM: SOMEWHERE ONLY WE KNOW (80%)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Desire Knowledge Mention Visit
Unsentimised
Very Negative
Negative
Mixed
Positive
Very Positive

10. Prague: User Generated Commentary I
Chinese Social Commentary related to Prague is frequently accompanied by photographs
taken by users of locations within the city. Comments are exclusively positive, and
express a) a desire to visit, b) happiness at having visited in the past, c) intent to
visit in the future. All as a result of having seen the film Somewhere Only We Know.
COMMENTARY VOLUME & QUALITY
ILLUSTRATIVE COMMENTARY
#有一个地方只有我们知道
#SomewhereOnlyWeKnow
@xuyuan46
布拉格，赖在童话里不想长大!
Prague, like a fairy tale!
@旅游风尚 /
@SmilingSophieEveryday
千塔之城，布拉格。有一个地方，只有我们知道。
Prague, City of a Thousand Spires.
Somewhere Only We Know.
@抹茶小爽品伦敦 / @MattyaXiaoshuang
希望有那么一天我们也能这样相遇，再到相爱…
有一个地方只有我们知道，捷克——我的布拉格
I hope one day we could meet and
love each other like 'Somewhere
Only We Know', Czech - my Prague.
@李幽兰 / @LiYoulan
Source: Online User Generated Commentary, February – May 2015

11. Prague: User Generated Commentary II
ILLUSTRATIVE COMMENTARY
#prague #praha #查理⼤大桥
#charlesbridge
@psrcm
#praha #有⼀一个地⽅方只有我们知道
#smile #vscogram #vscocam
#vscoflim
@elena_yee
#有一个
地方只有
我们知道
#SomewhereOnlyWeKnow
Source: Online User Generated Commentary, February – May 2015
#ukig #pargue
#somewhereonlyweknow
#praguecastle
#有⼀一个地⽅方只有我们
知道 #布拉格

13. Qualitative Insights
Prague as a location is praised
universally by commentators, even if
the film itself is not.
Comments that mention negative
factors about the film storyline
frequently go on to talk about how
beautiful Prague is - "Prague is
beautiful; but the performance is
too rigid.”
This is reinforced by the high
proportion (60%) of commentary that
includes rich media (photos and
videos) of scenery in the city.
Wu Yifan (吴亦凡), also known by his
stage name Kris, is a Chinese actor
and singer-songwriter. He is the
lead character in “Somewhere Only We
Know.”
Many commentators were drawn to the
film due to his presence. Comments
ranged from excitement to factual
mentions about his role in the film.
This was Kris's first film role, and
has been met with mixed reviews from
viewers and critics.
Locations are more likely to be
mentioned than members of the cast
(other than Wu Yifan) or the
storyline of the film.
"I rolled my eyes several times
during the film. Prague…a gold
star!”
Prague was mentioned most frequently
in general terms (no specific
landmark or area). Locations that
proved popular were frequently
featured in the film.
The Leading Man Leads the Conversation Prague Stands Tall Locations Outshine the Cast
Source: Online User Generated Commentary, February – May 2015

14. Location Placement Value: Monthly & Forecasting
0.00 €
50,000.00 €
100,000.00 €
150,000.00 €
200,000.00 €
250,000.00 €
300,000.00 €
February March April May June July August September October November December January
Minimum LPV Probable LPV Maximum LPV
€ 1,056,000.00
€ 1,198,995.86
€ 1,459,406.23

15. Audience Quantitative Insights I
Source: Online User Generated Commentary, February – May 2015
0%
10%
20%
30%
40%
50%
60%
70%
LOCATIONREFERENCELOCATIONAWARENESS
LOCATIONSENTIMENTREASONFORVISIT
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Visit Mention Desire Knowledge
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Attraction Main Reason Unrelated to visit Only Reason
5%
78%
1%
16%
Very Positive
Positive
Mixed
Negative
Very Negative
Unsentimised

16. Audience Quantitative Insights I: Analysis
Source: Online User Generated Commentary, February – May 2015
Prague was most likely to be mention in
general or “city-level” terms rather than
in relation to specific areas, regions or
landmarks.
The Charles Bridge & the Old Town Square
were the two most frequently mentioned
landmarks, accounting for 9% and 5% of
conversation respectively.
44% of comments were generated whilst at
locations, highlighting the importance of
access to WiFi or affordable data plans
for tourists at key (popular) landmarks.
42% mentioned locations without revealing
specific awareness, whilst 9% had a
specific desire to visit.
Locations were frequently referred to in
either Positive (78%) or Very Positive
(5%) terms.
Factual or Unsentimised commentary
accounted for 16%, negativity was at a
minimum at under 1%.
Over 20% of visitors arrived at locations
indicating that Somewhere Only We Know was
either their Main or their Only Reason to
visit the city.
The majority of visitors stated that they
were further encouraged to visit the city
following the release of the film
Somewhere Only We Know.
LOCATIONREFERENCELOCATIONAWARENESS
LOCATIONSENTIMENTREASONFORVISIT

17. Audience Quantitative Insights II
Source: Online User Generated Commentary, February – May 2015
AGEPLATFORMPREFERENCE
GENDERRICHMEDIAPREVALENCE
F
M
0%
5%
10%
15%
20%
25%
30%
35%
40%
Instagram Sina Weibo Douban Tencent Weibo IMDB Twitter
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0-15 16-25 25-35
81%
9%
Textual
Rich Media
60%
40%

18. Audience Quantitative Insights II: Analysis
Source: Online User Generated Commentary, February – May 2015
88% of the audience with discernable age
are between 16-25 years old. This is the
lower end of the age spectrum, reflecting
the appeal of a youthful cast and
contemporary storyline of the film.
Instagram & Sina Weibo have proven the
most popular social platform for Prague
location placements. When the age, gender
and dominance of rich media is taken into
consideration, platforms with rich media-
friendly dominate. Douban, the Chinese
equivalent of IMDb, also fares well and
has an serves a rich audience of film
lovers.
81% of the audience that viewed the film
and then spoke specifically of the
location are women. This comes as no
surprise given that other films in the
romance genre also have a skew toward
women. 9% of comments came from Men.
60% of relevant comments included either a picture
or a video featuring a location in Prague. The
majority of these locations were also featured in
the film “Somewhere Only We Know”. Pictures were
taken by visitors to Prague (and the Czech
Republic as a whole) by Chinese tourists who have
seen the film. Pictures of locations that are not
featured in the film indicate that “Somewhere Only
We Know” contributes to tourism value beyond
featured locations, and represents the city (and
perhaps the country) more broadly.
AGEPLATFORMPREFERENCE
GENDERRICHMEDIAPREVALENCE

20. Interactive Insights Dashboard
T h e I n t e r a c t i v e I n s i g h t s
Dashboard allows users to filter
and manipulate the data set in a
flexible and visual way.
For this project, users are able
to split the data set by Gender,
Website name, User Location
Awareness, User Location (i.e.
domicile), Prague Locations,
Rich content generation, and
other filters.
T h e d a s h b o a r d i s h i g h l y
i n t e r a c t i v e , a n d c l i c k i n g
elements within charts filters
all other charts in the view.
If you’d like to customise this
view, please feel free to email
osman.junaid@mcsaatchi.com
http://dash.human-digital.com/
czechtourism
Source: Online User Generated Commentary, February – May 2015

21. Conclusions & Opportunities
Commentators are extremely positive about travelling to
Prague & the Czech Republic. They frequently share
details of their trips with their social networks – and
this is, quite simply, free advertising. It serves as a
personal endorsement for the city & the country as a
whole, driving tourism toward the Czech Republic.
Although the majority of commentators spoke of Prague in
general terms (as a city), there is a strong body of
commentators that had visited and had spoken about
specific parts of the city – particularly the Charles
Bridge, the Old Town Square & surrounding areas.
The vast majority of conversation related specifically to
the film speaks of it in a positive tone. Frequently,
people speak about the quality of the locations selected
– leading them to visit Prague to see those locations in
person.
It has been demonstrated that Chinese tourists contribute
to Prague’s tourism – to develop a broader understanding
of the Czech republic as a whole, there is room to expand
the scope of research to ascertain the total LPV at a
country level.
1. Prague & the Czech Republic have benefitted from
Location Placement value in the Chinese market.
3. Awareness of Prague’s attractions is high
2. The Film has been a success
4. Other parts of the Czech Republic could benefit
from LPV analysis
Source: Online User Generated Commentary, February – May 2015

22. About Us
Osman Junaid
Simon Richardson
Yuanyuan Liu
Head of Insights
Senior Researcher
Researcher (China)
osman.junaid@mcsaatchi.com
simon.richardson@mcsaatchi.com
yuanyuan.liu@human-digital.com
PROJECT TEAM
M&C SAATCHI NATIVE
M&C Saatchi Native was founded as a result of Human Digital’s acquisition by
the M&C Saatchi Group, a global advertising agency, in early 2015.
Native provides a range of clients with rich, agile & strategic insights
through the power of bespoke digital research methodologies that are
continually revised & developed by its team of analysts and researchers.

23. Thanks.