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