Film Tourism in Britain


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Laurence Bresh
Marketing Director - VisitBritain
September 2009

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  • Why Britain? A Film Makers’ Ultimate Location Why are so many films filmed in Britain? A Big World on on Island Stunning, iconic landscape, coastline and beaches, mountains and valleys, national parks and forests and vibrant cosmopolitan cities all with easy access Unique History and heritage with influences from all different periods and cultures full of character and personality. From Royal palaces and castles, historic landmarks across the whole country. Incredible preserved buildings that allow film makers to realistically recapture the time and detail of almost any period Diversity – New + Old From the ancient structures like Stonehenge to world class modern architecture like the Gherkin World class Talent – Behind + In-front of the Screen Depth of talent from Great British actors like Sir Ian Mckellan, Judi Dench, Michael Caine, , Jude Law as well as famous studios like to Pinewood and skilled film workers
  • Britain continues to benefit year on year from high performing box office releases such as Bond, to continual revival of cult classics such as Withnail and I – combined, this gives Britain as a backdrop/ destination the opportunity to be continually front of mind for the international consumer. Just to put this into perspective in the first 3 weeks of opening a high budget, successful film will be seen by 120 million people world wide this is then followed 4-6 months later by the home entertainment release……so making a ‘good match’ match film the ultimate advert for a country Our research has shown that 40% of people who choose Britain as travel destination are influenced by what they have seen on film, whether they way want to follow in the footsteps of their favourite actor, are inspired by the film adaptation of a classic piece of literature, or are keen to see the heritage locations relating to British history. With this level of insight, VB has developed a significant track record over the past 10 years, working with the local screen commissions, the major studios and international consumer brand partners to ensure that the destination is always one of the key stars of any film. …
  • The results for the film locations: Basildon Park In the three weeks between the film opening and the house closing for the winter in October 2005, there were 10,000 extra visitors. So far in 2006, they have sold over 100 coach tours on the back of the film, a 76% increase. Burghley House In the month between the film opening and the house closing in 2005, there was a visitor increase of 40% at weekends. visitor numbers up 20% overall. In a survey of visitors in 2006, 30% say their visit was inspired by the film. Stamford village Graeme Burley, the marketing manager of Stamford TIC, reports the centre received 1,485 extra visitors between the film’s release in September 2005 and March 2006. Harry Potter Since Nov 2001, which saw the release of the first Harry Potter film VB has been capitalising on this character to entice people to visit Britain The first film alone saw dramatic results for the locations used: Alnwick Castle - Usually receiving around 60,000 visitors a year, the castle has seen a 120% increase since being used as the locations for Hogwarts. The films are estimated to have brought in £9 million in tourist revenue. North Yorkshire Moors Railway Sales on the railway rose from 245,000 in 2001 to 297,000 in 2002, and reached 303,000 by 2004. A survey found that 15% of visitors went to Goathland Station because of the Harry Potter association (and 38% came because of its use as a location in Heartbeat !) Kings Cross Station In response to continual enquiries and photos, Kings Cross Station errecked a ‘Platform 9 3/4 ‘ permanent plague as a testimony to the films As we are coming to the end of this particular wizards adventures on the big screen, there is a great opportunity for 2010/11 for Britain in partnership with Warner Bros to celebrate the release of the final film and profile the home entertainment back catalog showcasing destinations across the whole of Britain.
  • Choosing the right Film… This is the key to any successful film tourism partnership Why this film + Tourism? The checklist we use: Physical Locations in Britain – Very important to promote actual places that people can see on the scene and then visit during their holidays Positive, varied depiction of Britain Heritage and Culture and literature are huge triggers of interest in Britain International recognition – Recent successful films have come from book adaptations (DVC, Harry Potter) and already a captive audience established Regional focus – Crucial for VisitBritain to get people out beyond London Adding energy to our history and Encouraging the consumer to reconsider Britain Bond - a long literary and location heritage…….also the most well known British screen character…….. Harry potter – targeted audience, internationally recognised, all shot in the UK Da Vinci Code – International literary best seller, shot on location in the UK
  • How have we brought this to life over the past 10 years? It started with the Movie Map…… as the key driver for the international visitor is to be able to visit the location while on holiday in the UK….this was particularly relevant with the Harry potter promotion and a key segment was the family market. Here are some of the previous Film Maps promoting over 60 years of British film history we’ve produced including Master and Commander, King Arthur and a Bollywood Movie Map. The Movie Map also has tremendous appeal to media partners, and will often be run as a supplement to co-inside with the release of the film.
  • Case Study: One of the largest international promotions we have delivered to date has been the DVC……… we thought this would be a particularly poignant case study given the recent release of Angels and Demons and it’s focus on Rome. Like Angels & Demons…..the story followed a trail of heritage clues which creates the perfect basis for a tourism destination promotion. 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 the second highest in motion picture history.   International box office alone was $147 Million USD The Da Vinci Code is the 8th biggest 3 day figure in the UK ever! (a top 10 which includes Harry Potters, Star Wars & Lord of The Rings
  • How did we work with Sony Pictures to capitalise on this…. The Global ‘Codebreaker’ Promotion This is one of the largest Film Tourism promotion that we have achieved but one of the largest global campaign’s VisitBritain has ever done. In partnership with Sony Pictures, we developed the ultimate 7 day Da Vinci Code ‘Codebreaker’ prize around the locations featured in The Da Vinci Code for a 140 prize winners from 42 countries around the world to experience the art, history, drama and excitement of Paris, London, Lincoln and Edinburgh. The ‘Codebreaker’ prize tour took the prize winners from the World famous Louvre Museum,to the 12 th Century hidden history of London’s Temple Church, the Scottish secrets of Rosslyn Chapel and behind the scenes locations at Lincoln Cathedral, used to recreate Westminster Abbey in the film. This unique travel competition experience was developed for Sony Pictures and then sold in by their country by country marketing teams with VisitBritain to gain maximum exposure….this resulted in TV slots, full page press promotions, web and radio slots.
  • This is just a snap shot of what we did…. Marketing We engaged the international visitor audience via joint marketing with Sony, developing targeted web content, a viral marketing programme, movie maps for press partners, and an extensive PR programme leading up to the film release. PR Over 4 months, VisitBritain organised 34 international press visits totaling approximately 200 journalists and 13 TV crews. This had a calculated viewer figure of 170 million 2.6% of world population could be inspired to visit Britain as a result of Da Vinci Code press!!!
  • To help get across the reach of this promotion we have pulled together a short promo film so you can see for yourself the TV commercials that promoted the global competition…..what the prize winners actually thought of the trip…and of course the ever important results. - Play film
  • DVC was closely followed by another Sony Pictures film – Bond Bond is the most successful movie franchise in motion picture history and Casino Royal was the highest grossing Bond film of all time. Bond is the longest running and most successful franchise in motion picture history. Casino Royal was the most successful Bond ever, making nearly $600 m at the box office. Bond is quintessentially British This is the opportunity to align the number 1 country brand with the number 1 film brand. Bond has recently been given a make over which has obviously really worked, Daniel Craig is the most popular Bond yet and is clearly more edgy. We should use this opportunity to associate Britain with these same attributes and showcase new Bond – New Britain. As the movie was not shot much in Britain, VisitBritain decided to take a different approach to film marketing by promoting the theme – Live the Bond Lifestyle. This enabled us to showcase the whole of Britain as opposed to the locations . What did we do – Global compeition to live the Bond lifestyle which included cocktail making masterclases, sunseeker yachts and speedboat tour of Thames in 35 countries. This was supported by on and off line marketing including a lifestyle supplement distributed with the Times.
  • The Bond prize gave us fantastic brand exposure. It was promoted in various ways across 35 countries in some key media partners eg Yahoo, Discovery Channel, Fox. It was the star prize on the Wheel of Fortune, one of the premier game shows in the USA. The advertising equivalent value that we received for the brand was around £7 milion
  • Things to call out here: As well as usual PR and MIK stats we should also mention the following: VB got exposure in new markets where we can not afford to have a footprint eg Taiwan Bond gave us the opportunity to work with new partners and develop new relationships eg Diegeo, Coke, Bollinger, Sunseeker Through the partnership we were able to negotiate a premier of the movie prior to release in theatres. Our partners also benefited from the promotion,. Guests at the grosvenor house said they has seen the promotion which made them book. They also has a 30% increase in web visits during the promotion. In countries where we undertook marketing activity such as Spain, the ROI was high 74:1 (incremental spend of £813,533 which shows the film tourism message works)
  • The world’s most famous detective is coming to the big screen on christams day this year and we want to use this as an opportunity to showcase Sherlock Holmes’ Britain
  • The movie gives us the opportunity for us to showcase locations featured in the movie (it is shot in London, Liverpool and Manchester) along with locations associated with the character (eg Dartmoor – Hound of the Baskervilles, Edinburgh – Home of Arthur Conan Doyle). The promotional activity will start in November this year and our plans are as follows: Global Competition in 30 countries to London, Liverpool and Manchester Website – to showcase locations Brand all VB oyster cards Viral game to play on the detective theme across our social E-crm.
  • In terms of PR there has already been huge interest,. This is a recent double page spread in OK magazine (USA) as a result of a press trip earlier this year. A sequel to Sherlock Holmes is already planned (with Brad Pitt) so we are hoping to continue to build on the interest the promotion generates.
  • Finally, on the slate for 2010 is Robin Hood. This is tipped to big the next epic release (similar to Gladiator) and we are already in discussions with the studio about running a global promotion. We have an amazing prize lined up including a banquet with the Sheriff (there is one), archery at Sherwood Forest and a private visit to Robin Hood’s cave. We are planning to use the Sheriff for a global PR tour which will generate publicity for both Britain and the movie. An added dimension for the Robin Hood promotion will be to use the props and costumes featured in the movie to improve regional tourism attractions, by creating an permanent exhibition of Robin Hood at Sherwood Forest. VisitBritain has been very fortunate to have films around 3 major icons recently – Bond, Sherlock Holmes and Robin Hood. Already we have our eye on Bond 23 and a possible movie about the life of Shakespeare.
  • Slide covers all details So what are the key learnings VB would pass on to local film commissions and tourism organisations
  • Film Tourism in Britain

    1. 1. Film Tourism in Britain Laurence Bresh Marketing Director - VisitBritain September 2009
    2. 2. Why Britain? A Film Makers’ Ultimate Location <ul><ul><li>A Big World on a Small Island </li></ul></ul><ul><ul><li>Unique History and Heritage </li></ul></ul><ul><ul><li>Literary Heritage that is internationally known </li></ul></ul><ul><ul><li>Diversity – New + Old </li></ul></ul><ul><ul><li>World Class Talent </li></ul></ul><ul><ul><li>World class pre and post production </li></ul></ul>
    3. 3. 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
    4. 4. Putting visitors in the Picture… <ul><li>Pride & Prejudice - Impact on Locations: </li></ul><ul><li>Basildon Park (10,000 extra visitors after release) </li></ul><ul><li>Burghley House ( 30% visits inspired by the film ) </li></ul><ul><li>Stamford Village (2,000 additional visits to centre) </li></ul><ul><li>Harry Potter - Impact on Locations </li></ul><ul><li>Alnwick Castle ( 120% increase in visits generating £9m) </li></ul><ul><li>North York Moors Railway (15% of visitors due to movie) </li></ul><ul><li>Kings Cross Station (Permanent plaque on station ) </li></ul>
    5. 5. Choosing the right Film… <ul><li>What films work best? </li></ul><ul><li>Physical Locations in Britain </li></ul><ul><li>Positive, varied depiction of Britain </li></ul><ul><li> Historical, Culture, Literary connection </li></ul><ul><li> International recognition </li></ul><ul><li>Regional focus </li></ul><ul><li>Will it encourage the consumer to </li></ul><ul><li>reconsider Britain </li></ul>
    6. 6. Britain Movie-Maps
    7. 7. Case study - The Da Vinci Code <ul><li>The Book… </li></ul><ul><li>The World’s fastest selling book of all time! </li></ul><ul><li>43 million copies sold and still going… </li></ul><ul><li>94% awareness of the book in the UK </li></ul><ul><li>The Film… </li></ul><ul><li>Opening weekend worldwide box office gross was $224 Million USD   </li></ul><ul><li>International box office alone was $147 Million USD </li></ul><ul><li>8th biggest 3 day figure in the UK ever! </li></ul>
    8. 8. Global ‘Codebreaker’ Promotion <ul><li>120 prize winners from 42 countries around the world! </li></ul><ul><li>The Ultimate 7 day Da Vinci Code prize </li></ul><ul><li>Paris – London – Lincoln – Scotland </li></ul>Global Coverage of Codebreaker Prize worth £7 million:
    9. 9. Marketing: Press: Opportunity to reach around 170 million people
    10. 10. So what did this promotion look like…
    11. 11. Quantum of Solace…007 The 22 ND Bond Film New Bond, New Britain Exclusive global sweepstakes competition prize – 35 countries Bond lifestyle supplement On-line and off-line media exposure via new channels
    12. 12. Global Britain brand exposure <ul><li>Marketing coverage of the prize worth £7 million </li></ul><ul><li>Media partners included Yahoo, Fox, VH1 and the Wheel of Fortune </li></ul><ul><li>Examples: </li></ul>Taiwan – Yahoo spy game USA – Boston Globe promo Greece – Smirnoff on pack promo
    13. 13. Key Success Factors <ul><li>Marketing Coverage - £7 million </li></ul><ul><li>PR coverage - £11.7 million </li></ul><ul><li>Web visits – 231,375 </li></ul><ul><li>Exposure in new markets e.g. Taiwan </li></ul><ul><li>Opportunities to work with new partners eg Coke </li></ul><ul><li>Increase in hotel bookings at Grosvenor House hotel </li></ul><ul><li>Marketing activity delivered high ROI (Spain 74:1) </li></ul><ul><li>Opportunity to hold a ‘premiere’ for key VIPS </li></ul>
    14. 14. Coming soon……Sherlock Holmes <ul><li>About the movie </li></ul><ul><li>Directed by Guy Ritchie </li></ul><ul><li>Released in December 2009 </li></ul><ul><li>Stars Robert Downey Jr / Jude Law </li></ul><ul><li>Filmed on location in London, Liverpool and Manchester </li></ul>Discover Sherlock Holmes’ Britain
    15. 15. The Promotion <ul><li>Win a trip to London, Liverpool and Manchester (locations used in the movie) </li></ul><ul><li>Promotional campaign across 30 countries </li></ul><ul><li>Website </li></ul><ul><li>Branded Oyster Cards </li></ul><ul><li>E-CRM </li></ul><ul><li>Industry screening </li></ul><ul><li>Viral game </li></ul>
    16. 16. PR
    17. 17. Coming soon ………..ROBIN HOOD <ul><li>The movie </li></ul><ul><li>Released May 2010, blockbuster </li></ul><ul><li>Summer movie </li></ul><ul><li>Directed by Ridley Scott </li></ul><ul><li>Stars Russell Crowe / Cate Blanchett </li></ul><ul><li>The Promotion </li></ul><ul><li>Prize to include banquet with the </li></ul><ul><li>Sheriff of Nottingham, archery at </li></ul><ul><li>Sherwood Forest </li></ul><ul><li>Exhibitions featuring film props at </li></ul><ul><li>Nottingham Castle </li></ul>
    18. 18. Key Learnings – Film Tourism Marketing <ul><li>Working with the studios: </li></ul><ul><li>Forward Planning - liaise on joint promotion 6-9 months in advance of release date – films like Harry Potter and Bond need 12 months. </li></ul><ul><li>Get a contract – to cover use of film association for destination marketing. </li></ul><ul><li>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 . </li></ul><ul><li>Pick the right film: </li></ul><ul><li>Categorise your film – assess the profile of the film based on story recognition, cast, profile of the destination as itself! </li></ul><ul><li>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! </li></ul><ul><li>Marketing campaign – Ride on the hype….put your marketing out before the film actually releases then you will benefit from the studio’s marketing. </li></ul>
    19. 19. Thank you