A successful film does wonders for a destination. Not only does it bring in revenues for film permits, licensing agreements and provisions for staff and crew, but it can also generate tourism interest long after shooting has wrapped. There are many countries, cities and attractions, which owe their tourism success directly to being showcased in a popular movie. In 2007, a BBC article reported that the 'Harry Potter' films were responsible for a 120% visitor increase at Alnwick Castle and pumped £9M of tourism revenue into Northumberland. Similarly, the UK’s tourism industry has also benefitted from films such as 'The Da Vinci Code', 'Braveheart', 'Trainspotting' and 'Notting Hill'. (Northern Ireland Screen, 2007)
The original ‘movie-tourism booster’, 'Out of Africa', propelled Kenya’s tourism market in the late 1980s. More recently, the 'Lord of the Rings' trilogy put New Zealand on the map and allowed the country to bask in the glow of the movie’s success by significantly increasing its visitor numbers. This year, its neighbour felt it was time to adopt a similar, yet more proactive approach.
While most of these places, simply jumped on the bandwagon of their respective movies’ success, Tourism Australia is taking destination marketing through film to a whole new level. Long before the production even opened, Tourism Australia teamed up director Baz Luhrmann to create a series of ‘film-like short stories’ as part of its 'See the movie. See the country.' campaign. The ads, which follow the same general theme of the film: finding yourself in Australia, were released alongside its screenings in the country’s top target markets. (Tourism Australia, 2007)
Tourism Australia injected $40 million into the advertising campaign and an additional $10 million for promotional opportunities. This is a PR goldmine!! People are talking across sectors, from tourism to entertainment. Coverage of the movie and the campaign are extensive. The movie, which is heavily reliant on the Australian landscape and culture, in and of itself, is a mini-marketing campaign. (Tourism Australia, 2007)
There’s just one itty, bitty little problem. Ahm, the movie apparently sucks!!! My apologies, let me use PC terminology: the film is receiving mixed reviews. Yes, people are talking, but not necessarily in a positive manner. Australia has been extensively criticized for its reinforcement of stereotypes and outworn clichés.
We’ll have to wait and see if the surge of negative press prompts any action from Tourism Australia. Then, we’ll have our next blog topic: crisis management!!
The original ‘movie-tourism booster’, 'Out of Africa', propelled Kenya’s tourism market in the late 1980s. More recently, the 'Lord of the Rings' trilogy put New Zealand on the map and allowed the country to bask in the glow of the movie’s success by significantly increasing its visitor numbers. This year, its neighbour felt it was time to adopt a similar, yet more proactive approach.
While most of these places, simply jumped on the bandwagon of their respective movies’ success, Tourism Australia is taking destination marketing through film to a whole new level. Long before the production even opened, Tourism Australia teamed up director Baz Luhrmann to create a series of ‘film-like short stories’ as part of its 'See the movie. See the country.' campaign. The ads, which follow the same general theme of the film: finding yourself in Australia, were released alongside its screenings in the country’s top target markets. (Tourism Australia, 2007)
Tourism Australia injected $40 million into the advertising campaign and an additional $10 million for promotional opportunities. This is a PR goldmine!! People are talking across sectors, from tourism to entertainment. Coverage of the movie and the campaign are extensive. The movie, which is heavily reliant on the Australian landscape and culture, in and of itself, is a mini-marketing campaign. (Tourism Australia, 2007)
There’s just one itty, bitty little problem. Ahm, the movie apparently sucks!!! My apologies, let me use PC terminology: the film is receiving mixed reviews. Yes, people are talking, but not necessarily in a positive manner. Australia has been extensively criticized for its reinforcement of stereotypes and outworn clichés.
We’ll have to wait and see if the surge of negative press prompts any action from Tourism Australia. Then, we’ll have our next blog topic: crisis management!!
PS. Tourism Australia, you owe me some promotional money!!
Next post: I don’t do anything unless its celebrity approved!
References
BBC, (2007). Film Locations Boost UK Tourism. [online] Available from: <http://news.bbc.co.uk/1/hi/uk/6964375.stm> [Accessed 9 January 2009]
Northern Ireland Screen, (2007). New Report Reveals Tourism Pulling Power of Film and TV. [online] Available from: <http://news.bbc.co.uk/1/hi/uk/6964375.stm> [Accessed 9 January 2009]
Tourism Australia, (2007). A Uniquely Australian Inivitation. [online] Available from: <http://www.tourism.australia.com/Marketing.asp?sub=0413> [Accessed 9 January 2009]
Tourism Australia, (2007). Baz Luhrmann’s Australia. [online] Available from: <http://www.tourism.australia.com/Marketing.asp?lang=EN&sub=0451> [Accessed 9 January 2009]
Tourism Australia, (2007). Campaign Facts. [online] Available from: <http://www.tourism.australia.com/Marketing.asp?sub=0413&al=3017> [Accessed 9 January 2009]
It is definitely true that movies are capable of doing wonders for a country's tourism. Jamaica has been lucky enough to have films such as 'Cool Runnings' and 'How Stella Got Her Groove Back' to flaunt the beauty of a country that has so often been entrenched in violence. Heck... its a matter of making money and if a movie is capable of showing the vast expanse of New Zea land's countryside or Jamaica's white, sandy beaches in a 120 min. time that means more press coverage.
ReplyDeleteI thought there was no such thing as bad publicity? Maybe it can do what Borat did for Kazhakstan ...Kazahkstan? Kazza.....forget about it...
ReplyDelete‘Is any publicity good publicity’ post- you will find your answer here!
ReplyDelete