Let’s admit that most of us like watching movies and almost everybody has their favourite ones, featuring the actors we like filmed in the scenes we keep remembering and sometimes repeating to our friends in day to day life. As well as that there is one thing about the movies that almost everyone has ever thought about, and this is being able to imagine yourself in the same circumstances, outfit, mood and the most important on the same location as it was in a film. Most of us would agree that the locations we have on our mind when planning to go on holidays or city-break would be the destinations seen in the movie or on TV, they don’t just come randomly to our head from nowhere. Even though in reality it might not look exactly the same as in the movie and the people around won’t be Hollywood stars, we still pursue this dream to go to that place we saw and live exactly the same life as a movie hero. And this tendency was well spotted by some destination marketing organizations and they really deserve a big credit for that.
Film tourism campaigns proved to be
a very effective tool in attracting visitors to the destination. I would really
recommend you to watch this short promotional video of British Destination
Marketing Organization “VisitBritain” to get a better insight how this works. Their first ever film tourism campaign "Bond is GREAT Britain", was launched together
with the release of Skyfall movie. As a result of this campaign 16% of people who recalled it, had actually booked a trip to Britain and 35% claimed that they intend to visit in the next 3 years.
Film industry has a massive impact
on the destination marketing as most of us remember the opening of London 2012
Olympic Games and Queen’s cameo role with James Bond actor Daniel Craig, and
many characters from other movies, featured in the ceremony. This proves that
British film industry has the power to present British culture and identity to
the whole world. It also shows how important it is for a destination and major attractions to be showcased on TV screens or movies.
It would be a good idea to recommend this activity to some small, yet not developed tourism destinations as a very effective tool. It doesn’t necessarily have to be a massive, expensive project produced by famous film company. To start with, even a short but very creatively made video distributed through social media channels can make a huge impact and be a first step to put your place on the map of successful tourism destinations! And if you get it right and your location is noticed by big film production company, maybe the next great movie will be shot just near where you live.
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