The most obvious statement to make is that every film is filmed or based somewhere.
It’s not quite as easy as that, but there is a clear synergy between film and travel which gives a host of positive reasons for travel brands/destinations to work together with film distributors to build promotional partnerships alongside cinema and DVD releases.
Researchers have concluded that on average, a location featured in a successful film can expect to see visitors increase by 54% over a 4 year period.
- Lord of the Rings and New Zealand
- Mamma Mia and Greece
- When Harry Met Sally and New York
- Rocky and Philadelphia
These are just some examples but when both the film and the tourist board or travel partner are appealing to the same consumer, it makes sense to join forces to create a powerful campaign that benefits everyone.
A travel brand using the famous faces and imagery from film releases, alongside exclusive film content and prizes, can stand out from their competition. Whether it’s within a digital marketing campaign, a travel press advert or throughout their social streams, a combined film and destination message appeals to a consumer’s leisure aspirations.
Earlier this year ACM Marketing partnered Cox & Kings with the cinema release of Viceroy’s House, starring Gillian Anderson and Hugh Bonneville. Both partners were targeting 50+ consumers and India was a focus destination for Cox & Kings.
From joint media campaigns to a co-branded cinema ad, digital advertising and travel press ads, this was an extremely successful campaign for both Pathé Productions and Cox & Kings.
There are often perceptions that working alongside film titles is very expensive but it doesn’t have to be. Many of the partners that we work with don’t spend any more than their original budgets. They just use the film branding to form the basis of their existing CRM campaigns
Whether you’re a tourist board or a tour operator, contact us today to find out about forthcoming film releases that are relevant to your destination and target market.