How Film and Television Programmes Promote Tourism in the UK

8/13/2019 How Film and Television Programmes Promote Tourism in the UK

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Stately Attraction

How Film and Television Programmes Promote Tourism in the UK

Final Report to

UK Film Council, Scottish Screen,! !edia, ast !idlands Tourism,

Screen ast, South "est Screen,Film #ondon and $isit #ondon

August %&&'


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How Film and Television Programmes Promote Tourism in the UK August 2007

Ta(le o) Contents

1. Key Points .............................................................................................................................................................4

2. Executive Summary .............................................................................................................................................72.1 Introduction....................................................................................................................................................72.2 The Assignment.............................................................................................................................................82. !esearch Strategy...........................................................................................................................................82.4 "indings.........................................................................................................................................................1#2.$ The %onsu&ting Team.................................................................................................................................12

. %haracteristics o' Tourism(Inducing Screen Products ................................................................................1.1 Setting and )ocation....................................................................................................................................1.2 *istorica& %haracters+ P&aces and Stories.................................................................................................14. "i&m and Te&evision Ada,tations o' )iterature.......................................................................................1$.4 Studio vs. Inde,endent...............................................................................................................................1-

.$ enre and Tone...........................................................................................................................................1-.- %u&t Screen Products and Persistence......................................................................................................17.7 /rand Association and Persistence...........................................................................................................18.8 Tourism(Inducing Te&evision Products...................................................................................................18.0 )andsca,e Triggers......................................................................................................................................10.1# Screen Products and the /ritish /rand................................................................................................10.11 Screen Products ( The enera&ised E''ect ...........................................................................................2#.12 Success "actors..........................................................................................................................................21

4. %ase Study Ana&ysis y !egion ................................................................................................................244.1 East o' Eng&and %ase Studies....................................................................................................................244.2 East 3id&ands %ase Studies.......................................................................................................................24

4. )ondon %ase Studies...................................................................................................................................2$4.4 Scot&and %ase Studies..................................................................................................................................2-4.$ South est %ase Studies............................................................................................................................2-

$. Key Issues in Screen Tourism 3ar5eting ......................................................................................................28$.1 Screen Tourism 3ar5eting Initiatives......................................................................................................28$.2 6se o' 3ar5eting Initiatives in %ase Studies...........................................................................................#$. %on'&icting Timesca&es................................................................................................................................4$.4 !e&ationshi, /ui&ding..................................................................................................................................4$.$ Im,ortance o' Ear&y egotiations............................................................................................................4$.- Im,act on )oca& %ommunities .................................................................................................................-

-. !ecommendations ..............................................................................................................................................7

-.1 6K Screen Tourism Strategy rou,........................................................................................................7-.2 Too&5it 'or Intervention.............................................................................................................................8-. Economic Im,act o' "i&mma5ing Tourists.............................................................................................0-.4 Screen Tourism Trac5ing servatory....................................................................................................0-.$ %a&cu&ating the vera&& Economic 9a&ue to the 6K ............................................................................4#-.- Pu&ic Sector "unding and Screen Tourism............................................................................................4#-.7 /o&&y:ood Tourism Strategy.....................................................................................................................4#

A,,endix; %ase Studies ...............................................................................................................................42Aso&ute&y "au&ous


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/ride and Pre?udice


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*+ Key Points

Key Findings

verview- /ritish 'i&ms and te&evision ,rogrammes have a signi)icant, positive e))ect on tourism.

/oth 'i&m and te&evision contri(ute to a wider .(randing. o) UK ,eo,&e+ society and cu&ture:hich has a very strong in'&uence on creating a desire to trave&.

*istorica& 'i&ms and ,rogrammes+ :hether ased on 'ictiona& or rea& events rein)orce anoverall (rand )or the UKas a country stee,ed in history.

The e''ect can e persistent and long/lastingas is the case :ith Four Weddings and a Funeraland the te&evision ada,tation o' Pride and Prejudice.

The e''ect is &i5e&y to e most ,ersistent :hen the ,roduction achieves cult status+ such asocal Hero and A!solutel" Fa!ulous# or :hen the ,roduction is ,art o' a wider historical,literary or cinematic (rand+ such as$rs %rown+ &ha'es(eare in ove or)otting Hill.

Ty,ica&&y+ it is the associated sites+ rather than shooting &ocations+ :hich ene'it the most+ asis the case :ith %raveheart.

Historical and religious (uildings such as+ A&n:ic5 %ast&e


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ex,erience o' the characters.

Key characteristics o) the screen tourism phenomenon- Screen tourists visits are not ?ust &imited to those s,eci'ic &ocations associated :ith the 'i&ms or

,rogrammes they have seen. Screen ,roducts can a&so generate a wider locus o' in'&uence 'areyond such &ocations; in'&uencing associated sites+ such as the a&&ace 3onument in Stir&ing


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6sing tourism ,otentia& as a means o' 'aci&itating &ocation access 'or screen ,roducersD

%o(ordinating tourism ,romotion :ith the internationa& distriution o' the screen

,roductD

"aci&itating the o,tima& timing o' negotiations et:een ,roductions and ,u&ic odiesto maximise the tourism e''ectD

Pre,aring communities 'or unex,ected screen tourism.

A Too&5it 'or Intervention 'or use y oth audiovisua& and tourism ,ro'essiona&s+ ,rovidingsu,,ort 'or mar5eting strategies and in negotiating usiness and &ega& issues re&ated to screentourism.

A Screen Tourism Trac5ing servatory to co&&ect data and research on an ongoing asis.

A 'u&& economic study on the va&ue o' 'i&m and te&evision(induced tourism to the 6K economyto e conducted y sta5eho&der agencies.

Pu&ic 'unders o' 'i&m ,ro?ects to ensure that rights 'or tourism mar5eting are ,rovided inreturn 'or ,roduction 'unding.

A s,eci'ic /o&&y:ood Tourism Strategy e deve&o,ed in order to ta, into this sustantia& utcurrent&y under(ex,&oited mar5et.

&serg>SPI -


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%+ 0ecutive Summary

%+* 1ntroduction

"i&m and te&evision tourism


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This is a ,o:er'u& comination+ and one :hich dra:s sustantia& numers o' tourists to s,eci'ic sitesand destinations across the 6K

%+% The Assignment&serg>SPI


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%+2+4 Case Studies

In co&&aoration :ith the Pro?ect Steering rou,+ SPI se&ected thirty one case studies o' 'i&m andte&evision ,roductions re&evant to the ations and !egions invo&ved in the ,ro?ect. "or a&& the casestudies a numer o' tourist &ocations associated :ith the ,roductions :ere identi'ied. In each o' thecase studies the aim :as to;

record changes :here visitor numers existed identi'y the nature o' the screen tourism e''ect on that &ocation understand the &eve& o' ,u&ic agency intervention to encourage the gro:th o' screen tourism in

that &ocation.

In many cases numers had not een systematica&&y co&&ected and registered and there'ore auantitative assessment :as not ,ossi&e. This re'&ects the nascent a:areness o' the im,ortance o'screen tourism. In these cases SPI recorded any e''ect on enuiries or interest ased around the 'i&mnoticed y those :or5ing or &iving there+ in order to get as c&ose to an understanding o' the e''ect as,ossi&e :here uanti'ication o' the e''ect had not ta5en ,&ace. "ina&&y SPI undertoo5 a enchmar5ingexercise to identi'y the 5ey characteristics o' ,roductions :hich had most success'u&&y generated screentourism :ithin the 6K.

The 1 case studies+ :hich can e 'ound in 'u&& in A,,endix ,.42+ &oo5ed in(de,th at a :ide variety o'5inds o' ,roduction+ identi'ying the tourism(re&ated initiatives :hich :ere ,ut in ,&ace in association

:ith the ,roduction


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academic papers and pu(lications+ ty,ica&&y in the 'orm o' theoretica& ,a,ers ased onongoing research into drivers o' tourism. hi&e these might inc&ude surveys+ these are ty,ica&&ygeared to:ards su,,orting or dis,roving a ,articu&ar theoretica& ,ers,ective+ rather than,roviding concrete assessments o' tourisms economic im,acts on a road sca&e. Exam,&es o'

such academic materia& inc&ude G3ateria& eogra,hies o' "i&mma5ing and the !ura&H+$

G!e(Imaging Austra&ia; %rocodi&e @undee verseas+H-Film1nduced Tourism7or Ghats the Story in/a&amoryJH; The Im,acts o' a %hi&drens T9 Programme on Sma&& Tourism Enter,rises on theIs&e o' 3u&&+ Scot&andH8'or instance.

%+4 Findings

%+4+* Case Study Findings

ocation

Screen ,roducts have the ai&ity to generate a :ider &ocus o' in'&uence 'ar eyond the shooting&ocations. 9ia raising a:areness and accumu&ating imagery+ screen ,roducts can encouragevisitation to oth associated sites and the 6K in genera&.

In genera&+ tourists are attracted to sites :hich are strong&y associated :ith the story seen in a'i&m or ,rogramme+ rather than mere&y sites :hich are used as &ocations ut have &itt&econnection to the story. This is ,articu&ar&y c&ear :here the story is ased on historica& or rea&characters or ,&ace

)ocations used as ,ure ac5dro,+ :hich have no connection to the story+ or :hich are di''icu&tto identi'y 'rom the 'i&m or ,rogramme+ sho: &itt&e evidence o' tourism im,act.

here a 'i&mC,rogramme 'eatures a strong+ rea&+ historica& character+ tourists visit ,&acesassociated :ith the rea& character as o,,osed to the &ocations used 'or 'i&ming.

The tourism im,act o' &iterature(re&ated 'i&ms is o'ten 'e&t in sites :hich ,&ay a rea& ro&e in thestory T:o road grou,s o' &ocation ty,es emerge as eing the most ,o,u&ar among success'u&

tourism(inducing 'i&ms. These are historicCre&igious ui&dings and state&y homes and rura&vi&&age &andsca,es

%randing The 5ey ene'it o' historica& 'i&msC,rogrammes+ :hether ased on 'ictiona& or rea& events and

,eo,&e+ is that they oth ta, into+ and rein'orce+ an overa&& rand 'or the 6K as a countrystee,ed in history.

The roader e''ect o' historica& 'i&ms and ,rogrammes is extreme&y ,ositive+ since it can raisea:areness o' a ,&ace :e&& eyond the &i'es,an o' the 'i&m. As a resu&t the im,act can e &onger(&asting+ and e 'e&t in more visitor sites than sim,&y those associated :ith the 'i&m.

vera&&+ it :ou&d a,,ear that ada,tations o' the c&assics is &i5e&y to create a more ,ersistente''ect+ since they ta, into a more enduring ready(made rand.

$ Pratt+ Andy %.+ G3ateria& geogra,hies o' 'i&mma5ing and the rura&H+ in ,inematic ,ountr"sides+ "ish+ !.


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Production ,haracteristics In the exam,&es o' success'u& tourism(inducing 'i&m ,roductions+ the udgets tend to e

medium to high+ o'ten re'&ecting the use o' ma?or star ,o:er. *o:ever+ it is ,ossi&e 'or &o:(udget 'i&ms to have a very strong+ ,ositive tourism im,act+ a&though this might :e&& e a &o:(

intensity+ &ong(term im,act. The recurrence o' a dominating narrative in the &ist o' tourism(inducing ,roductions re'&ects the

need 'or the ,roduction to have a strong emotiona& resonance :ith the audience+ either throughthe story or through a ,articu&ar character+ in order to generate a tourism e''ect.

It is nota&e that many o' the most success'u& tourism(inducing 'i&ms and ,rogrammes tend tohave a ,ositive+ u,&i'ting tone+ :hi&e some grittier+ inde,endent ,roductions have &ess o' anim,act.

Persistence Screen ,roducts :hich tend to induce a very ,ersistent tourism im,act+ in :hich the e''ect is

c&ear&y evident 'or many years a'ter the re&ease o' the 'i&m+ are those :hich have ecome cu&tc&assics. 3any o' the case studies+ ene'iting 'rom a ,ersistence o' e''ect+ :ere ,roductions :hich :ere

a&e to ta, into or ui&d on a roader+ ,re(existing rand+ ena&ing an a:areness o' the,roduction eyond ?ust those :ho have vie:ed it.

%enchmar'ing /ased on SPIs research+ it :ou&d a,,ear that ,ro?ects :hich have some or a&& o' these

characteristics are &i5e&y to have the greatest tourism ,otentia&.

1. Strong narratives in screen ,roducts B i.e. story andCor character(driven 'i&ms and

,rogrammes :hich are ,articu&ar&y emotiona&&y resonant+ as o,,osed to genres :ith greater,ure entertainment va&ue such as actionCadventure

2. High/visi(ilityscreen ,roducts B i.e. high(udget+ star(driven studio 'i&ms :ith a very roada,,ea&and6or

. Apositive, upli)ting tone+ rather than gritty+ de,ressing 'i&ms or those :hich are cha&&enging'or a mainstream audience

4. "i&ms :hich &in5 in to a :ider+ esta(lished .(rand.+ :hether &iterary+ historica& or cinematic$. "i&ms using historical (uildingsandCor rural village landscapesas &ocations-. "i&ms in :hich place B :hether rea& or 'ictiona& B ,&ays a 5ey ro&e in the story andCor

ex,erience o' the characters

%+4+% Strategic Recommendations

/ased on its research and consu&tations+ SPI has made a numer o' recommendations 'or strategicinitiatives+ :hich it e&ieves :i&& enhance and ,rotect screen tourism in the 6K. These are discussed in'u&& in Section -+ and in rie' are descried e&o:;

The creation o' a 6K Screen Tourism Strategy rou,+ to esta&ish a net:or5 'orcommunication et:een the di''erent sectors+ across ,u&ic and ,rivate entities. %urrent&ye''ective ,artnershi,s ta5e ,&ace on&y on an ad hoc asis+ and are to a &arge extent inhiited ydi''erences in :or5 ,ractices et:een the 'i&m and tourism industries. *o:ever+ these ,ro&ems

are not insurmounta&e+ and ,roviding a 'orum 'or regu&ar discussion o' screen tourism issues

&serg>SPI 11


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:i&& oth increase understanding o' each sectors ,ractices+ as :e&& as ,rovide an o,,ortunity 'oresta&ishing s,eci'ic ,artnershi,s.

The ,u&ishing o' a Too&5it 'or Intervention 'or use y oth screen and tourism ,ro'essiona&s+,roviding detai&ed in'ormation+ advice and su,,ort in negotiating usiness and &ega& issues

re&ated to screen tourism+ and in maximising the ene'it


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2+ Characteristics o) Tourism/1nducing Screen Products

SPIs ,rogramme o' des5 research+ consu&tations and case studies has generated a numer o' c&ear

characteristics :hich descrie the characteristics o' tourism(inducing 'i&m and te&evision ,rogrammes+s,eci'ica&&y in re&ation to; setting vs. ,roduction &ocation historica& screen ,roducts &iterature(ased screen ,roducts genre randing sca&e and ,rovenance o' ,roduction ty,es o' &ocation

These characteristics are descried e&o:+ :ith s,eci'ic exam,&es 'rom and re'erences to the 1 case

studies underta5en. The case studies are ,rovided in 'u&& in the A,,endix.

2+* Setting and #ocation

The evidence o' SPIs research indicates that+ in genera&+ tourists are attracted to sites :hich are strong&yassociated :ith the story seen in a 'i&m or ,rogramme+ rather than mere&y sites :hich are used as&ocations ut have &itt&e connection to the story. This is ,articu&ar&y c&ear :here the story is ased onhistorica& or rea& characters or ,&aces+ :hen it can e seen that visitor numers increase at sites :hichare connected to the story ut :ere not used in the 'i&m+ :hi&e no im,act :as seen at the rea& 'i&ming&ocations.

%raveheart+ 'or exam,&e+ generated a oom in tourism to Scot&and as a :ho&e and Stir&ing in ,articu&ar+:hi&e the im,act on the 'i&ming &ocations+ such as &en evis+ :hich had no historica& connection tothe story or character+ has not een as signi'icant or ,ersistent. Simi&ar&y+ the im,act o' Trains(ottinghasc&ear&y een seen in Edinurgh+ :here the story is set+ des,ite the 'act that the 'i&m :as shot ,rinci,a&&yin &asgo:+ :hich has recorded &itt&e visitor interest in the 'i&ms shooting &ocations.

The exce,tion to the ru&e that tourists are dra:n to story(&in5ed sites rather than 'i&ming(&in5ed sites is:here the setting o' the 'i&m or ,rogramme is 'ictiona& ut is ,ortrayed as having a s,eci'ic in'&uence ona character. In such cases the ac5dro, or &andsca,e in e''ect ecomes ,art o' the story itse&'+ :hicha,,ears to generate a ,articu&ar&y strong emotiona& &in5 :ith audiences and ,otentia& visitors to the

&ocations.This e''ect is seen most c&ear&y in the tourism im,act o' the cu&t 'i&m ocal Hero. The vi&&age o' Pennan:as used as the &ocation 'or the vi&&age in the story+ a vi&&age :hich symo&ises a :ay o' &i'e thattrans'orms the 'i&ms main character. As a resu&t+ and des,ite not eing the &ocation used 'or the 'i&ms'amous each scene+ Pennan has een inundated :ith 'ans o' the 'i&m. The same e''ect can e seen inPort Isaac+ used as a &ocation 'or IT9s *oc $artin in :hich a )ondon doctor re&ocates to a sma&&%ornish vi&&age+ :hich has seen a huge in'&ux o' day visitors.

)ocations used as ,ure ac5dro,+ :hich have no connection to the story+ or :hich are di''icu&t toidenti'y 'rom the 'i&m or ,rogramme+ sho: &itt&e evidence o' tourism im,act. Ei&ean @onan %ast&e in

Scot&and re,orts very &itt&e tourism e''ect 'rom The World s )ot nough+ :here it :as sim,&y a

&serg>SPI 1


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ac5ground to action+ com,ared to the e''ect the same &ocation 'e&t 'rom Highlander+ in :hich the maincharacter had an emotiona& &in5 to the &ocation. The &atter e''ect is a&so seen in the tourism im,act o'the ord o the ings 'i&ms SPI 14


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continue to e higher than e'ore the re&ease o' the 'i&m0+ des,ite c&ear&y :aning interest in sites used as&ocations in the 'i&m ut not connected in rea&ity to a&&ace.

2+2 Film and Television Adaptations o) #iteratureSevera& o' the case studies :ere ada,tations o' high&y success'u& oo5s+ inc&uding The *a +inci ,ode+Pride and Prejudice


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o:n eyond the individua& 'i&m or oo5. hi&e the immediate im,act o' &oc5uster ada,tations suchas *a +inciand Harr" Pottermight e greater in the short(term+ there is no evidence to indicate :hat the&ongevity or ,ersistence o' the e''ect :i&& e in these cases.

2+4 Studio vs+ 1ndependent

There is no dout that the ma?ority o' the case studies :hich have had a strong and ,ositive im,act ontourism :ere either ,roduced y *o&&y:ood studios+ or y or5ing Tit&e+ an inde,endent ,roductionhouse :hich is in 'act o:ned y a studio SPI 1-


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A strong narrative+ ,articu&ar&y in 'i&m+ tends to occur in ,roductions :hich are dominated y story andcharacter deve&o,ment. Such screen ,roducts may a&so 'it into


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ut extreme&y devoted 'o&&o:ing over a great numer o' years+ :hich o'ten :as not re'&ected in the 'i&mor ,rogrammes origina& success on re&ease.

"urthermore+ in each o' these exam,&es it can e seen that its never too &ate to ,romote a ,&aces

connection :ith a cu&t ,roduction. hi&e it may e im,ossi&e to ,redict 'uture cu&t success+ initiativesin each case :ere ,ut in ,&ace once cu&t status had c&ear&y een achieved and the tourism e''ectdemonstrated. In Pennan+ the 'amed ,hone ox o' ocal Hero+ a ,ro, :hich :as discarded a'ter'i&ming+ :as so ,ersistent&y enuired aout that the vi&&age insta&&ed one itse&'+ and it is no: a &istedui&ding. In Edinurgh+ the Trains(ottingtour :as on&y esta&ished in 2##4 in res,onse to demand+ eightyears a'ter the 'i&m :as made+ and the *ad8s Arm"tour in Thet'ord :as started in the same year B -years a'ter the series egan.

2+' 9rand Association and Persistence

3any o' the case studies :ere ,roductions :hich :ere a&e to ta, into or ui&d on a roader+ ,re(existing rand+ ena&ing an a:areness o' the ,roduction eyond ?ust those :ho have vie:ed it. Therand might e &iterary


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registered high &eve&s o' tourism res,onses in connected &ocations B )aggan in Scot&and 'or $onarch+Port Isaac in %orn:a&& 'or *oc $artin+ and the South est o' Eng&and 'or osamunde Pilcher.11

here te&evision ,rogrammes a,,ear to have had a strong tourism im,act :hi&e 'a&&ing outside o' these

categories+ it :ou&d a,,ear that they re,resent a ,roduct :hich ene'its 'rom and ,artici,ates in a:ider rand. The ic' &tein,rogrammes+ 'or exam,&e+ have esta&ished Padsto: in %orn:a&& as ama?or tourist destination and is uno''icia&&y re(named Padstein due to the over:he&ming ,resence o'the !ic5 Stein rand. *o:ever+ :hi&e his te&evision career has o' course done much to esta&ish !ic5Stein+ it is a&so his oo5s and the increased interest in 'ood and coo5ing in genera& :hich has madePadsto: :hat it is B individua&s are dra:n to the vi&&age to eat in Steins restaurants and uy oo5s+coo5ing eui,ment and 'ood 'rom his sho,s+ rather than ?ust to visit the &ocation o' the ,rogrammes.

Simi&ar&y+ the te&evision ada,tation o' Pride and Prejudice+ :hich argua&y had a greater tourism im,actthan the more recent 'i&m+ is ,art o' a roader &iterary ane Austen rand :hich a&ready existed and

:ou&d continue to exist on its o:n+ des,ite the success o' the ,rogramme. everthe&ess+ it is &i5e&y that

the screen dramatisations ex,anded the vie:ing audience to inc&ude those :ho may not have eenca,tivated y the oo5s+ ut en?oy the ada,tations ,ortrayed on screen.

2+; #andscape Triggers

hi&e a :ide variety o' &ocations :ere used in the 'i&ms and ,rogrammes inc&uded in our case studies+t:o road grou,s o' &ocation ty,es emerge as eing the most ,o,u&ar among success'u& tourism(inducing 'i&ms. These are;

*istoricCre&igious ui&dings and state&y homes !ura& vi&&age &andsca,es

Exam,&es o' success'u& case studies 'rom the 'irst category inc&ude$onarch o the /len# Pride < Prejudiceand Harr" Potter. "rom the second category+ exam,&es inc&ude ocal Hero+ %alamor"# Pride < Prejudice


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e de,icted in very a,,ea&ing :ays+ therey contriuting to a ,otentia& tourists desire to visit the 6Kand to interact :ith its ,eo,&e+ rather than to see s,eci'ic sites or &ocations 'rom the 'i&m or,rogramme.

A great many diverse screen ,roducts :i&& have contriuted to this /ritish rand+ 'rom the 4ames %ond'i&ms to The Full $ont"# ut in recent times ,roa&y the highest ,ro'i&e stream o' screen ,roducts to,er'orm this 'unction has come 'rom :riter !ichard %urtis+ inc&uding Four Weddings and a Funeral+

)otting Hill+ ove Actuall" and the %ridget 4ones 'i&ms. /y reaching a g&oa& audience :ith a ,ositive+humorous and endearing vie: o' the 6K and /ritishness+ these 'i&ms have ,ossi&y done more to,romote the 6K in genera& as a tourist destination than any other screen ,roducts. "urthermore+ theyhave created an a:areness o' /ritish cu&ture :hich other 'i&ms and ,rogrammes have een a&e to ui&don+ ,resenting an a&ternative+ sometimes grittier or dar5er side o' the 6K.

/ecause this randing is not &in5ed to s,eci'ic &ocations used in or associated :ith the screen ,roduct+it is di''icu&t to measure the direct im,act on tourist numers. *o:ever+ SPI considers it &i5e&y that

much o' the im,act o' this 5ind o' tourism :ou&d e seen in )ondon+ the most ,o,u&ar touristdestination in the 6K and a city :here many o' these 'i&ms have een set. 6n'ortunate&y+ many o' thes,eci'ic sites associated :ith case studies made in )ondon :ere non(gated+ ma5ing it di''icu&t tomeasure uantitative&y the change in visitor numers to s,eci'ic &ocations ut there is am,&e anecdota&evidence to suggest that visitor interest to s,eci'ic &ocations driven y 'i&ms such as)otting Hillis verystrong.

2+** Screen Products / The 7eneralised ))ect

The tota&ity o' the case studies indicate that screen ,roducts he&, to create a :ider aggregated

,erce,tion and a:areness o' the 6K as a destination+ ui&ding u, a an5 o' road images andim,ressions aout the 6K :hich are on&y indirect&y re&ated to the screen ,roduct itse&'. This means thatgenera& tourists to the 6K are &i5e&y to e in'&uenced to visit to some extent y :hat they have seen onscreen+ :ithout necessari&y eing driven to s,eci'ic &ocations associated :ith s,eci'ic 'i&ms or,rogrammes. Instead+ the cumu&ation o' images natura&&y resu&ts in an enhanced a:areness o' the 6Kas a destination and continues to 'eed a genera&ised ,erce,tion o' the 6K 'or tourists.

The case studies indicate that the ,&aces :hich ene'it most stri5ing&y and &asting&y 'rom the tourisme''ect are o'ten associated &ocations+ rather than shooting &ocations. "or exam,&e+ 'or historica& 'i&ms&i5e %raveheart and$rs %rown#visitor numers increased at sites associated :ith the historica& characters ,regard&ess o' :hether those sites 'eatured in the 'i&m itse&'. Screen ,roducts :hich are ased on ma?or

:or5s o' &iterature+ such as oth the 'i&m and te&evision versions o' Pride and Prejudice# sho:ed anincrease in visitor interest at sites associated :ith ane Austen.

"urthermore+ the romantic comedy genre can create a ,ositive association :ith a destination+ :hichcou&d e road&y the 6K or more narro:&y a &ocation ac5dro, such as )ondon+ the e''ect o' :hich isseen in overa&& visitor numers rather than visitors to s,eci'ic 'i&m &ocations.

In such cases it is c&ear that the screen ,roduct is triggering an interest in a destination and its inherent'eatures SPI 2#


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2+*% Success Factors

2+*%+* 9enchmar3ing

In addition to researching and ana&ysing the case studies 'or evidence o' a tourism e''ect o' 'i&ms and

T9 ,rogrammes+ SPI a&so undertoo5 a enchmar5ing ana&ysis o' a se&ected numer o' the case studies.These :ere chosen on the asis o' eing considered the most success'u& ,roductions+ 'rom a tourismim,act ,ers,ective+ o' the 1 case studies. Some :ere chosen 'or sheer e''ect on visitor numers+others 'or use o' innovative tourism mar5eting techniues+ and others sti&& 'or &ongevityC,ersistence o'tourism im,act. ine ,roductions in tota& :ere chosen+ these :ere;

%raveheart *a +inci ,ode Harr" Potter ocal Hero )otting Hill Pride and Prejudice


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How Film and Television Programmes Promote Tourism i n the UK August 2007

Ta(le *& 9enchmar3ing

Title 7enre TalentSPI 22


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2+*%+% Success Factors in Tourism/1nducing Films

n the asis o' the enchmar5ing ana&ysis ,rovided aove+ it is ,ossi&e to create some 5ind o' &ist o'success 'actors+ or indications+ :hich tourism ,ro'essiona&s may &oo5 'or :hen trying to identi'y 'i&msand ,rogrammes around :hich to ui&d mar5eting initiatives.

These 'actors are indicative and not exhaustive+ neverthe&ess SPI e&ieves that the 'o&&o:ingcharacteristics cou&d suggest the strongest ,otentia& to encourage tourism to &ocations andCor re&atedand associated tourism destinations;

1. Strong narratives in screen ,roducts B i.e. story andCor character(driven 'i&ms and,rogrammes :hich are ,articu&ar&y emotiona&&y resonant+ as o,,osed to genres :ith greater,ure entertainment va&ue such as actionCadventure

2. High/visi(ilityscreen ,roducts B i.e. high(udget+ star(driven studio 'i&ms :ith a very roada,,ea&and6or

. Apositive, upli)ting tone+ rather than gritty+ de,ressing 'i&ms or those :hich are cha&&enging'or a mainstream audience

4. "i&ms :hich &in5 in to a :ider+ esta(lished .(rand.+ :hether &iterary+ historica& or cinematic$. "i&ms using historical (uildingsandCor rural village landscapesas &ocations-. "i&ms in :hich place B :hether rea& or 'ictiona& B ,&ays a 5ey ro&e in the story andCor

ex,erience o' the characters

/ased on SPIs research+ it :ou&d a,,ear that ,ro?ects :hich have some or a&& o' these characteristicsare &i5e&y to have the greatest tourism ,otentia&. Since some tourism agencies may have mu&ti,&e 'i&m,ro?ects to choose 'rom to ui&d mar5eting initiatives around+ andCor &imited resources to :or5 :ith+these six characteristics cou&d e used as a road guide :hen ma5ing assessments and 'undingdecisions.

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4+ Case Study Analysis (y Region

4+* ast o) ngland Case Studies

Eight o' the case studies :ere 'i&med in the East o' Eng&and region. These :ere; Four Weddings and a Funeral /osord Par' Harr" Potter &ha'es(eare in ove A ,oc' and %ull &tor" *ad8s Arm" astenders Fo"les War

hi&e there is variation et:een ,articu&ar &ocations used in these case studies as to :hether a tourismim,act :as 'e&t or not B o'ten re&ated to the 5ind o' &ocation and the 5ind o' screen ,roduct B it isnoticea&e that very 'e: o' these ,roductions actua&&y have the setting o' the East o' Eng&and as anim,ortant e&ement o' the story. In many exam,&es it is di''icu&t to identi'y ,articu&ar &ocations 'rom the'i&m or ,rogramme+ and 'urthermore the ,&ace :here the action is set o'ten does not ,&ay 5ey a ro&e inthe characters deve&o,ment or ex,eriences.

"or the East o' Eng&and to esta&ish a greater a ,resence as a destination 'or screen tourism+ it shou&dconsider encouraging more ,roductions :hich are set in an identi'ia&e East o' Eng&and setting+ asedon ,erha,s &oca& characters or stories :hich esta&ish an emotiona& &in5 et:een the audience and the,&ace itse&'.

4+% ast !idlands Case Studies

The East 3id&ands region ,&ayed host to six o' the 1 case studiesD these :ere; The *a +inci ,ode =nce U(on a Time in the $idlands Pride < Prejudice Pride < Prejudice >T+- Pea' Practice A ,oc' and %ull &tor"

The tourism mar5eting cam,aign around the recent 'i&m ,roduction o' Pride < Prejudiceis argua&y oneo' the most com,rehensive and success'u& o' recent times. The region :as randed as Pride < Prejudice%ountry+ and the initiative sa: screen and tourism agencies :or5ing together to maximise the areasex,osure through the 'i&m. This co&&aoration is certain&y something to e emu&ated in other regions.

The te&evision ,roduction o' Pride < Prejudice has a&so ,rovided a ,ersistent tourism im,act on&ocations in the region.

The region can o''er ,roductions oth o' the 'orms o' &andsca,e identi'ied as most &i5e&y to create atourism dra: B historic+ state&y homes and rura&Cvi&&age &andsca,es+ so there is sustantia& ,otentia& 'ormore success'u& screen tourism ,ro?ects in the East 3id&ands. ' course+ these characteristics have&ong een a dra: 'or a&& 5inds o' tourists+ and the Pea5 @istrict is a&ready a ,o,u&ar destination.

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%onsideration must there'ore e given to the ,otentia& im,act o' 'urther screen tourism on &oca&communities.

@es,ite the successes and strong ,otentia& o' the region+ t:o o' the case studies made there B =nce

U(on a Time in the $idlands andA ,oc' and %ull &tor"are among the &east success'u& 'rom a tourism,ers,ective. /oth inde,endent 'i&ms+ the &ac5 o' tourism im,act is ,roa&y a resu&t o' the some:hatgrittier tone o' the 'ormer+ and the &ac5 o' emotiona& resonance SPI 2$


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here there is evidence in )ondon that a screen ,roduct has driven visitors to ,articu&ar &ocations+ it isinteresting to note that+ in oth cases+ the ,&ace itse&' ,&ays a 5ey ro&e in the story B ta5ing the tit&e ro&ein the case o')otting Hilland+ in the case o' *arvey icho&s in A!solutel" Fa!ulous+ e,itomising the

&i'esty&e :hich &ies at the heart o' the series.

4+4 Scotland Case Studies

Those case studies :hich shot in Scot&and inc&ude; %raveheart The *a +inci ,ode Harr" Potter ocal Hero Trains(otting

%alamor" $onarch o the /len

%raveheartundouted&y had a ,ro'ound im,act on randing and a:areness o' Scot&and as a destination+and the e''ects are sti&& eing 'e&t in associated sites around Stir&ing many years a'ter the 'i&ms re&ease. Itis a :e&& 5no:n industry 'act that some o' the 'i&ming too5 ,&ace in Ire&and. *o:ever+ a,,roximate&yt:o thirds o' the 'i&ming actua&&y too5 ,&ace in Scot&and.

Eua&&y+ ocal Hero+ %alamor" and$onarch o the /len have a&& had a sustantia& and measura&e tourismim,act on the &ocations used in the ,roductions+ to a much greater extent than many o' the other casestudies ana&ysed. Harr" Potter and The *a +inci ,odeare among the most mar5eted oo5s and 'i&ms o'

recent years and so shou&d create a signi'icant o,,ortunity 'or tourism mar5eting.The nature o' the ,roductions a&& ,oint ,otentia& tourists in the direction o' very s,eci'ic sites :hichmight e associated :ith the story B the i&&iam a&&ace 3onument 'or %raveheart+ Pennan 'or ocalHero and Toermory 'or %alamor". It can e argued


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made there ana&ysed in the case studies :ere success'u& at inducing tourism+ though not necessari&y tothe South est.

Proa&y this is a resu&t o' the 'act that these are not identi'ia&y set in the South est B there is &itt&e

reason to associate Harr" Potteror Pride < Prejudice:ith the region. n the other hand+ t:o o' the casestudies are noticea&e 'or the im,act they have had s,eci'ica&&y in that region+ and it is those t:o B ic'&tein and osamunde PilcherB :hich are very much set in the region. @es,ite the 'act that one o' these isa documentary 'ormat+ neverthe&ess the emotiona& resonance 'or audiences :ith the actua& ,&ace is verystrong.

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5+ Key 1ssues in Screen Tourism !ar3eting

5+* Screen Tourism !ar3eting 1nitiatives

5+*+* Agitating 1nterest in Film #ocations

These initiatives can e carried out at any time during a screen ,roducts &i'ecyc&e+ 'rom ,re(re&ease+ totheatrica& re&ease+ @9@ re&ease+ and may even e used over the &ong(term 'or cu&t and ,ersistent&ytourism(inducing 'i&ms and ,rogrammes. These initiatives are genera&&y 'i&m(centred+ in other :ordsthey target and are ui&t around an individua&s interest in a 'i&m or ,rogramme. In addition+ they :ou&din genera& reuire the ,artici,ation o' the 'i&ms ,roducers andCor distriutors. Initiatives in thiscategory inc&ude;

.!a3ing o)and .9ehind the scenes. programmesB such as those made 'or The World is notnough and Pride and Prejudice $> 0trasB simi&ar to 3a5ing o' ,rogrammes+ audiences :hich have a&ready demonstrated

an interest in the screen ,roduct y uying or renting the @9@ can have their interest in the,roduction ,rocess and ex,erience o' the 'i&m enhanced :ith additiona& materia&.

$ideo ?ews ReleasesB as used y the /ritish Tourist Authority in 2##1 to create the &in5 inaudiences minds et:een visiting the 6K and Harr" Potter.

Tie/in 9oo3sSPI 28


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,roducersCdistriutors o' the screen ,roduct+ individua& &ocations+ ,rivate tourism com,anies+ othertourism agencies or the ,ress. The initiatives in this category inc&ude;

!ovie !aps and FactsheetsB 3ovie ma,s are increasing&y ,o,u&ar+ and have een ,roved toe one o' the most cost(e''ective 'orms o' tourism mar5eting1. ot on&y can these uti&ise the

randing o' the 'i&ms+ ut can ,oint tourists to s,eci'ic sites ealsB y ,roviding not on&y the interest ut a&so a 'inancia& incentive tovisit an area associated :ith a screen ,roduct+ ,u&ic and ,rivate tourism agencies canem,hasise the attractiveness o' an area.

ventsB These oth generate a:areness+ raise ,ro'i&e and can a&so ,hysica&&y ring ,eo,&e to a&ocation. Exam,&es :ou&d inc&ude com,etitions+ screenings+ activities+ ,arades. The ene'it o'

1 9isit/ritains eva&uation o' itsnjo" ngland $ovie $a(s ,am(aignindicated that its 3ovie 3a,s had a record(rea5ing02(1 return on investment ratio+ unriva&&ed y other 'orms o' initiative.

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such initiatives is that they can easi&y e timed to coincide :ith di''erent moments in the&i'ecyc&e o' the 'i&mC,rogramme+ such as the @9@ re&ease.

5+% Use o) !ar3eting 1nitiatives in Case StudiesThe initiatives descried aove can e used singu&ar&y or in con?unction as ,art o' a :ide cam,aign.The se&ection o' the right initiatives must ta5e ,&ace on a case(y(case asis+ and :ou&d de,end on the5ind o' screen ,roduct


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Ta(le ** !ar3eting Campaign lements in 9enchmar3ed Case Studies

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FPride and Pre?udice %ountry reranding@9@ insert%hats:orth ,remiereesitesItinerariesPrivate toursPress coveragePromotion y individua& &ocations

ic' &tein esites%e&erity ,romotion o' destinationsFPass,ort to Padsto: scheme

Press coverage%alamor" Toermory+ 9isitScot&and &ocations ma,

)oca& tours+ merchandise+ etcesitesPress coverage

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Title STR?7?ARRAT1$=

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!egiona& odies have a&so &aunched initiatives to attract more /o&&y:ood ,roductions. "or instance+ theEast 3id&ands @eve&o,ment Agency 'unded the )eicester; Euro,ean %a,ita& 'or Indian %inema,ro?ect to 'orge &in5s :ith Indias 'i&m and creative industries. And the or5shire Tourist /oard+ in a

co&&ective id shared y /rad'ord+ )eeds+ She''ie&d+ or5 and *u&&+ hosted the 2##7 Internationa&Indian "i&m A:ards in ear&y une this year. It :as antici,ated that the event :ou&d ring in an estimated1$+###(2#+### extra visitors to the region+ and generate around Q1# mi&&ion. The II"A a&so has a ,rovene''ect on 'i&m admissions; according to its co('ounder+ Saas ose,h+ sa&es o' tic5ets 'or *indi cinemain )ondon gre: y $ in the six months 'o&&o:ing the a:ards eing he&d there in 2###.

"i&m )ondon has more recent&y &aunched its /o&&y:ood movie ma, o' )ondon. In 2##$ $ ,roductions:ere 'i&med in the /orough o' estminster a&one. *o:ever+ given the ,otentia& o' /o&&y:ood,roductions to create a sustantia& tourism im,act+ sti&& more cou&d e done to harness this ,otentia&+es,ecia&&y in )ondon.

SPI e&ieves that+ given the sca&e o' the o,,ortunity created y /o&&y:ood tourism+ ,articu&ar e''ortsshou&d e made+ y oth tourism and screen agencies+ to create a /o&&y:ood tourism strategy. hi&esome &oca&ities have a&ready ta5en ste,s in this direction+ and those initiatives cou&d and shou&d e?oined u,+ other regions shou&d a&so e invo&ved. The /o&&y:ood strategy shou&d there'ore e initiatedand deve&o,ed y the 6K Screen Tourism Strategy rou,.

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Appendi0- Case Studies

A(solutely Fa(ulous *;;%/*;;5D

9ac3ground

ne o' the de'ining /ritish sitcoms o' the 100#s+ A!solutel" Fa!ulous starred enni'er Saunders andoanna )um&ey as Edina and Patsy+ a ,air o' sha&&o:+ se&'ish and se&'(ausing 'ashionistas. Their'avourite ,&aces


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Imagine my de&ight as our ca :ent y *arvey icho&s en route to our hote&. I made it a ,oint to visit*o&&and Par5 and thought o' Patsy :henever I ,assed an ddins. Another+ on a //% America chat(room+ :rote+ FIm visiting )ondon in 3ay and other than *arvey ic5s+ Id &i5e to visit ,&aces that :ereon the sho:.

Harvey ?ichols-

"or a &ong time overshado:ed y its sho:ier neighour+ *arrods+ the ,&ace o' F*arvey ic5s in thehearts o' the A!solutel" Fa!ulous characters gave the Knightsridge de,artment store iconic status. Itecame a meta,hor 'or the age+ synonymous :ith excess+ humour and the 'ri,,eries o' the 'ashion

:or&d. )ynne "ran5s+ the su,,osed ins,iration 'or the character o' Edina and a&so P! 'or *arveyicho&s at the time the sho: :as 'irst aired+ says F*arvey icho&s got an incredi&e amount o' ,u&icity'rom me. The store is no: a Fmust(see attraction in )ondon+ mentioned in con?unction :ith thecomedy in American trave& guides to the city+ such as the e: or5 Times+ :hich descries it asFshrine o' theA!solutel" Fa!ulouscro:d.

Since the sho: :as aired+ *arvey icho&s has ex,anded oth domestica&&y and overseas. The storesmar5eting director+ u&ia /o:e+ says o' the ex,ansion+ FTheres an internationa& a:areness o' *arveyicho&s a&ready+ he&,ed y the 'act thatA!solutel" Fa!uloushas gone g&oa&. eve ecome generic 'or a'au&ous &i'esty&e.

"ider Reaching 1mpact

EA( Fa( (ecoming part o) language

The nic5name 'or the sho: has ecome a y(:ord 'or &ouche extravagance+ and severa& com,anieshave used it 'or themse&ves+ such as the )ondon(ased A "a )imousines.

nhancing the image o) #ondon

There are suggestions that A! Fa! enhanced the image o' )ondon 'or overseas visitors+ ,articu&ar&ythose in the 6S. An artic&e in TimemagaLine in 2##1 :rote+ F"or those on this side o' the ,ond+ thesho: has made )ondon s:inging again. As :e did in the -#s B attem,ting to trans&ate the dia&ect andidenti'y the re'erences to Stra:erry "ie&ds and /&ac5urn+ )ancashire B :e &isten hard to the ra,id('iredia&ogue+ chec5 ma,s to 'ind *o&&and Par5 SPI 4


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Analysis

The 'act that the accessi&eA!solutel" Fa!ulous &ocations are ,u&ic areas ma5es it im,ossi&e to uanti'ythe tourism e''ect o' the series. Anecdota& evidence suggests+ ho:ever+ that the sho: encouraged someo' its 'ans to visit )ondon+ or+ at &east+ enhanced the visit o' those a&ready decided on coming to theca,ita&. The sho: has Fcu&t status in America+ :hich has een sho:n to e a driving 'actor in 'i&mtourism.

As mentioned aove+A!solutel" Fa!ulousmay have a&so ,&ayed a ,art in rede'ining the image o' )ondonoverseas. hi&st decided&y /ritish in its humour and eccentricity+ the sho: a&so ,ortrayed the ca,ita& aseing a 'ashiona&e+ dynamic city+ a5in to e: or5+ as o,,osed to its traditiona& image as a centre o'heritage and history.

The study a&so i&&ustrates o' the 'i&m tourism ,otentia& o' the F,in5 ,ound. ays and &esians 'orm oneo' the 'astest gro:ing tourism mar5ets and are estimated to e :orth u, to Q i&&ion to the 6K. "or a&ong time ignored+ this mar5et is no: eing concerted&y targeted+ and this year )ondon hosts the annua&Euro,ride ,arade and 'estiva& 'or the 'irst time. A s,o5esman 'or the Internationa& ay and )esian

Trave& Association+ Ste,hen %oote+ said in 2##-+ Fay ,eo,&e have more dis,osa&e income to s,endon entertainment and trave&. They ta5e t:o to three ho&idays a year. It ma5es sense to 'ocus on them.

9isit/ritain s,o5esman E&&iott "risy to&d the !euters ne:s agency+ FThis is a ooming mar5et. e are,erceived as a very to&erant society.

"risy added that FAmericans are our to, targets+ and said that the 9isit/ritain gay :esite hadreceived 1##+### hits since eing set u, in 2##$. FSurveys sho: that 87 o' the gay community in the6nited States ho&ds a ,ass,ort. The nationa& average is ?ust 20.

"ina&&y+ the study a&so serves as a reminder o' the ,otentia& ,o:er o' //% America in ui&ding a ridgeacross the ,ond to attract 6S visitors to the 6K; 27 mi&&ion homes in the 6S receive the channe&.

9alamory %&&% / %&&5D

9ac3ground

A //% Scot&and ,roduction+ this chi&drens drama aired over 2$# e,isodes et:een 2##2 and 2##$+earning around 1 mi&&ion vie:ers in the 6K and 1$ mi&&ion across Euro,e. Aimed at ,re(schoo&chi&dren+ %alamor" 'o&&o:ed the dai&y &ives o' a grou, o' co&our'u& characters &iving in a c&ose(5nitcommunity on a Scottish is&and. Its ,ortraya& o' &ive human ,eo,&e :as intended as an antithesis to

sho:s such as Tweeniesand Teletu!!ies+ in :hich characters :ore costumes and s,o5e in odd voices. It:on /est %hi&drens Programme at the /roadcast A:ards+ and a %hi&drens /A"TA 'or /est Pre(Schoo& )ive Action Sho:.

"i&ming ceased in 2##$+ ut the sho: continues to e aired on oth terrestria& and digita& //%channe&s.

#ocations

Toermory+ 3u&&+ Scot&and. Some &ocations e&se:here :ere used+ such as Archie the Inventors ,in5cast&e


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Screen Agency 1nvolvement

//% Scot&and used Scottish Screens &ocation &irary.

Film Tourism 1nitiatives

To(ermory locations map

A &ea'&et has een ,roduced y the area tourist oard in con?unction :ith the *o&iday 3u&& 3ar5etingrou,+ Fhats the story in %alamor"J An initia& ,rint run o' 1#+### co,ies :ere uic5&y sna,,ed u,.

:::.toermory.coma&so o''ers detai&s o' &ocations+ and u,dates on 'i&ming and &in5s to uy %alamor"randed ,roducts.

$isitScotland locations map

The 9isitScot&and :esite contains extensive in'ormation aout Toermory and its &in5s :ith the,rogramme+ inc&uding a ma, o' the to:n and ,recise &ocations o' the characters houses.

#ocal initiatives

A &oca& taxi com,any o''er %alamor"tours o' the is&and. Sho,s on the is&and se&& %alamor"merchandise+such as t(shirts and do&&s+ :ith a,,rova& 'rom the //%+ :hich co&&ects a sma&& ,ercentage 'rom eachsa&e. The 3u&& !ai& steam engine :as re(named The %alamor"Ex,ress.

ther tourism initiatives

Practica&&y every :esite mentioning Toermory &in5s it to %alamor".

Press coverage-

The ,henomenon o' Ftodd&er tourism s,a:ned y %alamor"has &ed to severa& artic&es and ne: storieson the ,rogramme and Toermory.

Tourism 1mpact on #ocations

To(ermory-

%alamor"had a dramatic tourism e''ect on the is&and o' Toermory+ :hose ,ermanent ,o,u&ation isunder 1+###. According to @r oanne %onne&&+ a tourism &ecturer at Stir&ing 6niversity :ho hasconducted a study on the %alamor" e''ect+ there :ere aout 1-#+### extra visitors in 2##+ a rise o'aout 4#+ and the same in 2##4. In the summer+ numers ,ea5ed at $+### to 7+### a day. In thoseyears ans Tourist In'ormation %entre


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@ecemer and anuary.H In the same year+ ames "raser 'rom 9isitScot&and estimated that the seriesgenerated 1$#+### visitors a year to the is&and+ and contriuted Q$ mi&&ion a year to the tourist economyo' 3u&& and the estern Is&ands.

Analysis

The huge im,act o' %alamor"on 3u&&+ and its ,articu&ar ,henomenon o' Ftodd&er tourism+ has 'orcedthe is&and to uic5&y ada,t. Previous&y geared to:ards the senior mar5et+ usinesses have had to,rovide chi&dren('riend&y menus+ na,,y changing 'aci&ities and other 'aci&ities that cater 'or youngsters.

@r %onne&& re,orts that a study o' %alamor"s im,act on the economy and e''ect on &oca& &i'e hadrevea&ed ,ositive and negative in'&uences. G3any o' the visitors are day(tri,,ers and+ :hi&e that is good'or &oca& sho,s and ca'Vs+ it is not so great 'or the accommodation ,roviders. There is a&so a negativeang&e in that a &ot o' usinesses are uite :orried that their traditiona& mar5ets+ such as those ,eo,&e

:ho came to &oo5 at the :i&d&i'e and en?oy the eauty o' the is&and+ are eing ,ut o'' y the in'&ux o''ami&ies :ith very young chi&dren.H

A&though the sho: is no &onger eing 'i&med on the is&and+ the tourism im,act is sti&& strong. As,o5esman 'rom the Toermory TI% said+ GTo us in tourist in'ormation it seems as much as ever. eget hundreds o' chi&dren a day.H Even :hen the %alamor"e''ect does egin to :ane+ ho:ever+ there isho,e that the tourism generated 'rom the series :i&& have a &ong(&asting im,act. ames "raser o'

9isitScot&and says+ GA :ho&e generation has een rought u, on %alamor" and that :i&& &eave a &egacy.These todd&ers :i&& go a:ay :ith very 'ond memories and the vie: is that many o' them :i&& gro: u,and :ant to come ac5 :ith their 'ami&ies. e see it as a &ong(term investment.H

9end it #i3e 9ec3ham %&&%D

9ac3ground

The s&ee,er hit o' 2##2+ this &o:(udget 'i&m aout a 'oota&&(mad Si5h gir& :ho has to att&e againsther communitys ex,ectations to ,ursue her dreams made stars out o' its t:o &ead actresses+ Parminderagra and Keira Knight&ey+ and ,ro,e&&ed its director+ urinda %hadha+ to *o&&y:ood+ :here hersuseuent 'i&ms inc&ude another Ang&o(Indian venture+ %ride and Prejudice.

"o&&o:ing its o,ening in the 6K on 12 A,ri& 2##2+ %end t i'e %ec'ham:as screened in $ countries+inc&uding+ &ast year+ ecoming the 'irst commercia& estern 'i&m to e sho:n in orth Korea. It ,&ayed

es,ecia&&y :e&& in %hina+ India and America+ :here it made @avid /ec5ham a househo&d name. 3ade'or on&y Q.$ mi&&ion+ its tota& gross is a,,roximate&y -.8 mi&&ion.

#ocations

)ondon and *amurg. 3ost o' the )ondon scenes :ere 'i&med in residentia& streets+ ,ar5s and ,rivatehouses in *ouns&o:D other &ocations inc&ude ,u&ic areas such as Piccadi&&y %ircus+ Soho+ *eathro:and %arnay Street.

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The )ondon "i&m %ommission :or5ed :ith the ,roducers to source &ocations and 'aci&itate 'i&ming+and the ,roduction com,any used the screen agencys o''ices to organise the ,roduction.


!ovie !ap

A 3ovie 3a, o' est )ondon has een ,u&ished+ :hich inc&udes $ sites in *ouns&o:+ inc&udingunnersury Par5+ :here%end t li'e %ec'ham:as 'i&med. The "i&m )ondon :esite ,rovides a &in5 todo:n&oad this 3ovie 3a,+ the 3a, is a&so avai&a&e in hard co,y 'orm 'rom tourist o''ices and &irariesacross the region.

Promotion (y individual locations

*ouns&o: Tourist In'ormation %entre does not mention the 'i&m on its :esite.

Press coverage

As the setting and &ocation o' the 'i&m are the same+ revie:s o' the 'i&m invaria&y mention *ouns&o:.The 'i&m has a&so een &in5ed to *ouns&o: in severa& artic&es+ such as one in Time =utin 2##- in :hichthe author o' the nove& ondonstani+ :hich :as a&so set there+ ta&5s aout :or5 ins,ired y the area.


Hounslow-

*ouns&o: Tourist In'ormation %entre re,orts no enuiries s,eci'ica&&y re&ating to %end t i'e %ec'ham+as yet.

"ider/Reaching 1mpact

Raising awareness o) Asian culture in #ondon

The 'i&m ,romoted a :ider a:areness o' Asian creative cu&ture in )ondon. In 2##$+ *ouns&o:&aunched a 'estiva& o' 'i&ms ins,ired y Asia+ and one o' the stars o' %end t i'e %ec'ham+ Ameet %hana+'ronted a ,romotiona& video to accom,any a re,ort y the 3ayor o' )ondon; FP&ay It !ight B Asian%reative Industries in )ondon.

1ncreased interest in womens )oot(all

The 'i&m a&so ,rom,ted a surge o' interest in :omens 'oota&& inc&uding+ in India+ the 'ounding o' the'irst gir&s 'oota&& &eague.

Raised UK pro)ile in China

According to o''icia& 6K re,resentatives in /ei?ing+ %end t i'e %ec'hamhas signi'icant&y raised the6Ks ,ro'i&e in %hina+ the 'astest gro:ing tourist mar5et in the :or&d. %hinese ,eo,&e had an image o'the 6K+ &arge&y derived 'rom c&assic 'i&ms and oo5s such as Sher&oc5 *o&mes and @ic5ens+ as atraditiona& and reserved country+ and so :ere sur,rised and de&ighted y the de,iction o' mu&ti(cu&tura&harmony in the 'i&m.

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Analysis

There is no evidence either :ay attesting to :hether or not there :as a direct tourism e''ect 'rom %endt i'e %ec'ham. This is ,art&y ecause o' its ,u&ic &ocationsD a&so+ as @ennis "irminger+ the "i&m''icer 3anager 'or the *ouns&o: %ommunity Initiative Partnershi, ,oints out+ the &ocations used

:ere enign and domestic+ rather than ins,irationa&+ and ,erha,s di''icu&t to identi'y.

*o:ever+ there is anecdota& evidence that the 'i&m has enhanced the 6Ks image in the "ar East+,articu&ar&y in %hina+ aiding the governments e''orts to re(rand the 6K in the Asian mar5et. As a2##$ re,ort y the 6K "i&m %ounci& notes+ 'i&ms such as these may e im,ortant in he&,ing to re,&aceoutdated notions o' /ritishness :ith more modern ones+ that in turn :i&& he&, 6K ex,orters 'ace u, tone: cha&&enges and ex,and ne: mar5ets.

This ne: ,erce,tion o' the 6K as a modern+ exciting country+ comined :ith %hinas granting o'A,,roved @estination Status to the 6K in 2##$+ cou&d rea, tourism ene'its. In A,ri& 2##-+ anagreement :as made et:een the 3ayor o' )ondon and the 3ayor o' /ei?ing to ,romote their citiestogether. There is ho,e that the annua& visits o' %hinese to the 6K shou&d gro: 'rom the 0-+###recorded in 2##4 to more than 2##+### in 2#1#.

The study raises the &arger ,oint o' targeting 'i&ms at ,articu&ar mar5ets+ using 5no:&edge o' their imageo' the 6K or o' changes in their o:n societies. An exam,&e is %ridget 4ones+ :hose ,o,u&arity in a,anhas een ,art&y ascried to the 'act that many :omen in the traditiona&&y marriage(ased society areno: deciding not to marry+ and so cou&d re&ate to the 'ee&ings o' the 'i&ms heroine. In a ne:s,a,eressay on the su?ect in une 1000+ the critic /ryan A,,&eyard :rote+ FPic5 the right ,henomenon tooserve and you can instant&y g&oa&ise your insight.

9raveheart *;;5D

9ac3ground

3e& isons e,ic ta&e o' ho: i&&iam a&&ace united 1thcentury Scots in revo&t against Eng&ish ru&e:as a huge internationa& hit+ rea,ing Q11# mi&&ion :or&d:ide 'rom a udget o' Q20 mi&&ion+ and:inning $ scars+ inc&uding /est Picture and /est @irector. The 'i&m revived isons career+ mar5inghim as a ma?or *o&&y:ood ,&ayer; a ,osition cemented y the success o' his suseuent 'i&m+ ThePassion o the ,hrist+ :hich &ed "ores 3agaLine to name him the or&ds 3ost Po:er'u& %e&erity in

2##4.%raveheartis a&so credited 'or a:a5ening an interest in Scottish identity that+ some c&aim+ ,&ayed a ,art inthe esta&ishment o' the Scottish Par&iament in 1008.

#ocations

Scot&and and Ire&and+ ,ur,orting to e Scot&and. )ocations in Scot&and inc&uded "ort i&&iam+ &encoeand &en evis. They :ere not+ on the :ho&e+ historica&&y accurate; 'or instance+ the 'amous /att&e o'Stir&ing /ridge :as 'i&med in Ire&and and &en evis+ :here many scenes :ere 'i&med+ is not connectedto a&&ace+ :ho o,erated main&y out o' Se&5ir5 and the &o:&ands. A,,roximate&y t:o thirds o' the

'i&ming too5 ,&ace in Scot&and.

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The 'i&m :as made e'ore the esta&ishment o' Scottish Screen. *o:ever Scottish Screen )ocations+'ounded in 1080+ did assist :ith the ,roduction. Scottish Screen )ocations :as susumed into ScottishScreen :hen the screen agency :as esta&ished.


Stirling Premiere

The 'i&ms Euro,ean ,remiere :as he&d in Stir&ing+ thus ,u&icising the area.

Press coverage

The :or&d:ide interest in %raveheart+ as :e&& as t:o other ig(udget 'i&ms shot in Scot&and around thesame time+ o! o"and och )ess+ a''orded Scot&and virtua&&y 'ree advertising. A study in 100- sho:edaround 21$ ,ress artic&es and $ roadcasts 'rom ?ourna&ists+ many o' them 'oreign+ had generated theeuiva&ent o' Q11.4$ mi&&ion advertising ex,enditure. In the ,eriod A,ri& to une 100-+ 'or instance+ anestimated Q7.14 mi&&ion :as generated in the 6S a&one.

Stirling mar3eting campaign

In 1007+ the Stir&ing Initiative &aunched a Q$##+### strategic mar5eting cam,aign ca,ita&ising on the%raveheart ,henomenon. The area :as uno''icia&&y named F%raveheart %ountry+ and the cam,aigninc&uded cinema advertising+ ,ress advertising and an insert in every video o' %raveheart so&d+ o''ering,urchasers a chance to :in a F%raveheart rea5 in Stir&ing. A ne: statue o' a&&ace :as erected+inscried :ith the name F%raveheart+ and the museum o,ened a themed exhiition.

$isitScotland

9isitScot&and mentions the 'i&m severa& times on their :esite+ in connection :ith &en evis+ Stir&ingand the Angus &ens+ as :e&& as 'eaturing a F*eroes and 9i&&ains itinerary+ high&ighting &ocationsconnected :ith a&&ace and o! o".

Film location resources

The %raveheart&ocations are 'eatured on:::.scot&andthemovie.com+ as :e&& as tourist in'ormation sitessuch as :::.in'ormation(ritain.co.u5 and accommodation sites such as:::.uniue(cottages.co.u5+and in severa& oo5s such as the Scottish 3ovie Poc5et /oo5.


The ationa& Trust o' Scot&and does not mention the 'i&m on their o''icia& &encoe in'ormation:esite+ a&though a &in5ed site+ g&encoe(scot&and.net+ does. The car ,ar5 at the 'oot o' &en evis haseen re(named %raveheartin honour o' the 'i&m.

ther initiatives

A'ter ten years+ the %raveheartrand is sti&& going strong+ and many inde,endent tour o,erators inc&udeF/raveheart %ountry in their itineraries. ther initiatives inc&ude+ 'or exam,&e+ the %inema and

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Te&evision /enevo&ent "unds F%raveheart%ha&&enge 2##-; three days o' activities centred around )och)omond.

Tourism 1mpact on #ocations7lencoe and 7len ?evis

/y a&& accounts+ visitor numers at &encoe and &en evis increased as a resu&t o' %raveheart+ a&thoughexact 'igures have not een 'orthcoming. Anecdota& evidence inc&udes a uote 'rom &encoe%ommunity ''icer Iain /ro:n+ :ho says+ Fe didnt rea&ise ?ust ho: much good %raveheart:ou&d doin attracting visitors to the area+ and the 'act that a ne: visitor centre :as o,ened at &encoe in 2##2to accommodate the gro:ing numer o' visitors to the area. o:+ managers at oth the &en evisand &encoe visitor centres say that they sti&& get a 'e: enuiries aout %raveheart+ ut that the ma?orityo' visitors are no: as5ing aout Harr" Potter.


sta(lishment o) Scottish Screen

"o&&o:ing the huge success o' the F5i&t 'i&ms+ the government set u, Scottish Screen+ a sing&e+ centra&&y'unded ody to ,romote and im,rove Scot&ands 'i&m industry. The *igh&ands and Is&ands "i&m%ommission :as a&so esta&ished as an indirect conseuence o' the tourism e''ect o' the 'i&ms.

1ncreased visitors to Scotland

9isitor numers in Scot&and rose y more than 4 in 100$+ com,ared to the average 6K increase o'2. The 'i&ms success in the 6S &ed to a mar5ed increase in American visitors to Scot&and. A survey in100- sho:ed that 'i&ms had een a 'actor 'or 1 in $ American visitors coming to Scot&and+ and thatcomined tourist income 'rom o! o"and %raveheartamounted to Q1$ mi&&ion.

Stirling tourism (oom

An increased interest in a&&ace resu&ted in Stir&ing en?oying a tourist oom B in 100-+ 1$ morevisitors headed 'or centra& Scot&and than in the ,revious year. *ote&s in F%raveheart%ountry B Stir&ing+"a&5ir5 and %&ac5mannanshire B recorded more oo5ings. 9isitor centres hand&ed 0-1+218 enuiriescom,ared to 84+418 the year e'ore. The 1007 initiative generated around Q mi&&ion 'or the region.

According to 9isit Scot&and+ 8# o' tourists going to the a&&ace 3onument in Stir&ing in 100- said

that their visit :as ,rom,ted y %raveheart. "o&&o:ing the re&ease o' the 'i&m+ visitors to the monumentincreased 'rom 4#+### to over 2##+###. In 100+ ta5ings at a&&ace 3onument :ere Q4#+###D in 2###+they reached Q1 mi&&ion. A&though visitor 'igures have remained sustantia&&y higher than e'ore the'i&m :as re&eased+ they have een 'a&&ing in recent years; 'rom 1-#+### in 2##2+ seven years a'ter the'i&m :as re&eased+ to 12+784 in 2## and 11$+22 in 2##4+

9isitor numers at neary /rannoc5urn att&eground rose 'rom -#+### to 8$+### 'o&&o:ing the 'i&m.

Analysis

There is no dout that %raveheart &ed a huge tourism surge in Scot&and+ oth in regard to s,eci'ic&ocations and genera& interest in the country. The 'i&m :as so&e&y res,onsi&e 'or introducing i&&iam

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a&&ace to many ,eo,&e+ and created a ne: hoo5 to interest visitors in Scot&and. In 'act+ the F%raveheart,henomenon is the case most o'ten re'erred to :hen the issue o' 'i&m induced tourism is discussed.@avid o&e+ the chie' executive o' the *igh&ands o' Scot&and Tourist /oard said having the *igh&ands,ortrayed on 'i&m rought ,eo,&e to the area+ adding+ Fthere is a de'inite &in5 et:een 'i&ms and visitors.

Survey evidence c&ear&y sho:s it is one o' the most e''ective mar5eting too&s :e have.ne issue ,ertinent to this study is the F,ersistence 'actor o' 'i&m tourism. In terms o' genera& interestin Scot&and+ it is hard to te&& to :hat extent the F/raveheart e''ect has :orn o''+ ecause o' otherdetermining 'actors. In 1008 and 1000+ 'or instance+ Scot&and had a decrease in visitors+ ut 'actorssuch as ad :eather+ high ,etro& ,rices and a strong ,ound+ :hich discouraged overseas visitors 'romtrave&&ing to Scot&and and ,ersuaded many in the 6K to go aroad+ :i&& have contriuted to this.

It is c&ear+ ho:ever+ that :ith regards to the &ocations used in the 'i&m+ the F/raveheart e''ect hasdec&ined. Evidence o' this is o''ered y com,arison o' t:o *igh&and 9isitor Surveys+ one conducted in1007 and the other in 2##2C+ :hich inc&ude research into the motivations o' visitors to )ochaer+ the

region containing the t:o main Scottish &ocations o' the 'i&m+ &encoe and &en evis. In the 1007re,ort+ 1$ o' overseas visitors+ o' Eng&ish visitors and 1 o' Scottish visitors said that %raveheartandCor o! o"had in'&uenced their decision to visit the region. In the 2##2C re,ort+ on&y 2 o'

visitors cited %raveheartas an in'&uence on their visit.

This is su,,orted y oanne %onne&& 'rom the 6niversity o' Stir&ing+ :ho conducted a study on thee''ect o' the 'i&m. She states; FThere :ere 'our or 'ive good years a'ter %raveheart+ ut visitor numershave dec&ined since. This sort o' mar5eting can have a re&ative&y short &i'es,an and countries have to5ee, ma5ing ne: 'i&ms to sustain interest.

There is+ though+ evidence that the F/raveheart e''ect has ,ersisted in terms o' increased a:areness o'

i&&iam a&&ace as a historica& 'igure. 9isitor numers to Stir&ing have remained higher than e'ore the'i&m :as re&eased+ a&though they have not maintained the increase incited y the 'i&m.

%raveheartsho:ed those invo&ved in tourism that it :as essentia& to ui&d on the high ,ro'i&e the 'i&mhad given Scot&and and to demonstrate a F'i&m('riend&y commitment to 'urther ,roductions. 3e&isons decision to shoot %ravehearts att&e scenes in Ire&and :as a :a5e(u, ca&&+ &eading to theesta&ishment o' Scottish Screen. In 100-+ %e&ia Stevenson+ director o' Scottish Screen )ocations+ saidFone o' the reasons that 3e& ison too5 %raveheartto Ire&and :as ecause o' a com,&ete 'ai&ure at acertain &eve& o' odies that run our historica& areas. ou cant 5ee, a 'i&m cre: hanging aout :aiting tohave ,ermission to use a ,articu&ar g&enWIn a 'unny sort o' :ay+ the 'act that :e did &ose the att&escenes :as not such a disaster. It :o5e everyone u,. To e 'i&m('riend&y+ you have rea&&y got to get your

act together.o:+ *istoric Scot&and+ ,art o' the Scottish Executive+ is committed to encouraging 'i&m ,roductionand ,rominent&y advertising &ocations on their :esite. They receive around ##(4## reuests to 'i&mon their ,ro,erties a year. Preservation o' historic sites remains+ ho:ever+ their ,riority+ and reuestsare ?udged on their ,otentia& im,act on the &ocation. "i&ming :hich :i&& dra: attention to &itt&e(visitedsites is encouragedD and 'or ig ,roductions+ the organisation :i&& very occasiona&&y c&ose a ,ro,erty to,aying visitors+ ut are re&uctant to do so. A ,ro&em :ith ,o,u&ar ,ro,erties such as Stir&ing %ast&e isthat cor,orate events are o'ten oo5ed a year in advance+ and many 'i&ms have short &ead(in times thatcan ma5e 'i&ming im,ossi&e.

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A&so re&evant to this case study is the 'act that the F%ravehearte''ect :as concentrated on historica& sites&in5ed :ith the rea& i&&iam a&&ace+ rather than the &ocations in :hich the 'i&m :as shot; Stir&ingrea,ed the most ene'its 'rom the 'i&m+ rather than &encoe and &en evis. In this case+ the historica&su?ect o' the 'i&m a,,ea&ed to vie:ers imaginations over a direct res,onse to the &ocations on screen.

9ride and Pre6udice %&&4D

9ac3ground

A /o&&y:ood u,date o' ane Austens c&assic nove&+ directed y urinder %hadha and starringAish:arya !ai+ the most 'amous actress in India ut then re&ative&y un5no:n in the est+ %ride andPrejudice:as re&eased on 8thctoer 2##4 in India and the 6K+ and 11 "e 2##$ in 6S. "rom a udgeto' around 7 mi&&ion+ it grossed an estimated 12 mi&&ion :or&d:ide.

n ,a,er+ %ride and Prejudice:as destined to e a Fniche 'i&m in the est+ &ac5ing the ingredients o'

,o,u&ar cinema B its star :as not :e&& 5no:nD there is no sex and it is a musica&+ the &east commercia&'i&m genre. Against the odds+ ho:ever+ the 'i&m reached numer one in the 6K ox o''ice. This success

:as &arge&y due to a ,romotiona& cam,aign in :hich the distriutor :idened the a,,ea& o' the 'i&m+re,ositioning it as a /ridget ones(sty&e romantic comedy aimed at young :omen+ and y raising the,ro'i&e o' its star+ !ai. This success'u& ,romotiona& cam,aign :on a ,riLe 'rom 3edia ee5 magaLinein 2##$.

#ocations

India+ %a&i'ornia and )ondon. )ocations in )ondon :ere main&y ,u&ic s,aces inc&uding the )ondon

Eye+ the ationa& "i&m Theatre and Somerset *ouse+ :hich ,&ayed the ,art o' a )A mansion+ as :e&& asSto5e Par5 %&u in /uc5inghamshire.


"i&m )ondon o''ered the ,roduction advice and su,,ort+ and suggested and he&,ed 'aci&itate the use o'&ocations.


Promotion (y individual locationsSto5e Par5 %&u mentions the 'i&m under its F*istory and 3ovies section.

Press coverage

!evie:s o' the 'i&m invaria&y mention its setting in )ondon.

ther in)ormation

The i5i,edia entry on the )ondon Eye mentions the 'act %ride and Prejudice:as 'i&med there.

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#ondon ye

oe& /yron+ s,o5esman 'or the )ondon Eye+ says that they have no direct research on tourism induced

y %ride and Prejudice+ ut says Ftheres no dout that 'i&ms do he&, in ,romoting the )ondon Eye and)ondon in genera&.

Sto3e Par3 Clu(

u&ia /uxton+ a re,resentative 'rom the c&u+ says visitor numers ins,ired y %ride and Prejudice:as notmonitored+ ut adds that other ,roductions 'i&med at the c&u have generated interest+ :ith ,romotionssuch as the %ridget 4onesPac5age and the a"er ,a'e Pac5age.

Somerset House

o 'igures avai&a&e. Somerset *ouse has conducted surveys into the motivations o' visitors+ ut they

do not as5 aout the im,act o' 'i&ms.


!adame Tussauds

The ,romotiona& cam,aign 'or %ride and Prejudice'ocused on its star+ Aish:arya !ai+ in a id to raise her,ro'i&e in the est. The 'i&m com,any ,ersuaded 3adame Tussauds to ma5e a :ax:or5 o' the actress+on&y the second /o&&y:ood star to e so honoured. This :as unvei&ed to coincide :ith the ,remiere o'the 'i&m+ and :as accom,anied y an interactive exhiition aout %ride and Prejudice. 6n'ortunate&y+3adame Tussauds says it is not their ,o&icy to revea& admissions 'igures.

Analysis

The &ac5 o' data on visitor numers ma5es it im,ossi&e to uanti'y the direct e''ect o' %ride andPrejudiceon tourism. 3ost o' its &ocations are :e&&(esta&ished )ondon tourist sites and the &ocationmost easi&y identi'ied+ the )ondon Eye+ is the most ,o,u&ar ,aid attraction in the 6K. *o:ever+considering the ,roven tourist a,,ea& o' /o&&y:ood &ocations


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Closer %&&4D

9ac3ground

ith its su,erstar cast SPI $4


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Analysis

ith its most visi&e &ocations eing ,u&ic areas in )ondon+ ,loserre,resents the ty,e o' 'i&m :hosetourism e''ect is the most di''icu&t to uanti'y. It is c&ear+ ho:ever+ that there is interest in the &ocationso' the 'i&m+ oth 'rom the numer o' do:n&oads o' the ,loser3ovie 3a, and 'rom comments on 'ansites 'or the 'i&m+ such as F@oes the ,ar5 that they visit in the 'i&m rea&&y exist B i' so+ does anyone 5no:the name o' itJ

It is 'air to assume that the 'i&m raised a:areness o' &ocations in )ondon ,revious&y un5no:n to mostvisitors+ name&y Postmans Par5 in the %ity. Anecdota& evidence 'rom t:o )ondon :a&5ing tour guides+@iane /urstein and ohn !eL5o+ :hose 'i&m &ocation :a&5s inc&ude the &ocation+ suggests that very 'e:o' the ,eo,&e B oth 'rom the 6K and overseas B :ho :ent on their :a&5s had heard o' the ,ar5e'ore the 'i&m :as re&eased. As :e&& as encouraging ,eo,&e to venture o'' the :e&&(eaten tourism trai&sin )ondon+ eing made a:are o' Fsecret corners o' the city such as the ,ar5 is &i5e&y to enhance visitorstri,s to )ondon+ and &ead to :ord(o'(mouth recommendation.

A Coc3 and 9ull Story %&&5D

9ac3ground

A ,ost(modern rom, 'o&&o:ing a 'i&m cre: trying to shoot an ada,tation o' )aurence SternesFun'i&ma&e nove&+ The ie and =(inions o Tristram &hand"+A ,oc' and %ull &tor":as directed y 3ichae&

interottom and starred a &arge cast inc&uding Steve %oogan+ !o /rydon and i&&ian Anderson."rom a udget o' a,,rox Q mi&&ion+ it made Q7##+### in the 6K on &imited re&ease and 1. mi&&ion inthe 6S+ :here it :as re(tit&ed Tristram &hand"3 A ,oc' and %ull &tor".

The @9@+ to e re&eased in u&y 2##-+ inc&udes a 'eature on the &ocations.

#ocations

*istoric houses in the East 3id&ands and the East o' Eng main&y "e&rigg *a&& in or'o&5. A&so+*eydon *a&&+ unthor,e *a&&+ /&ic5&ing *a&&+ @eene Par5 in ortham,tonshire+ )am,ort *a&& andOueny *a&& in )eicestershire. Shandy *a&& in orth or5shire :as used.


/oth E3 3edia and Screen East ecame invo&ved at the ,re(,roduction stage. East 3id&ands &ocationsused are registered in the E3 3edia &ocation &irary. Screen East direct&y sourced "e&rigg *a&&D*eydon *a&& and /&ic5ing *a&& are a&so registered on their dataase. E3 3edia co('inanced the 'i&m tothe sum o' Q2$#+###. Screen East :as una&e to o''er incentives 'or the ,roduction to e ased in theregion ut :as a&e to co(s,onsor a screening at "e&rigg *a&& SPI $$


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Tourist (ody promotion

As ,art o' a ,ress ,romotion ,rior to the 'i&ms re&ease+ Ex,&ore ortham,tonshire high&ighted the

&ocations used in the region.#ocal premiere

The 'i&ms Euro,ean ,remiere :as he&d at %ox:o&d To:n *a&&+ near to Shandy *a&&+ in su,,ort o' the)aurence Sterne Trust.

Press coverage

)oca& ne:s,a,ers such as the ortham,ton Evening Te&egra,h ran stories aout the 'i&ms &ocations+and severa& nationa& ne:s,a,ers have given in'ormation on the &ocations used in res,onse to readersenuiries. The 'i&ms &ocations are a&so mentioned on the //% or'o&5 :esite.


"e&rigg *a&& has a sma&& dis,&ay o' ,hotogra,hs o' the 'i&ming+ and mentions it on guided tours. Theestate a&so hosted an o,en air screening o' the 'i&m in u&y 2##-+ as ,art o' the %amridge "i&m "estiva&+co(s,onsored y Screen East.


Fel(rigg Hall

!ay Sandham+ the ,ro,erty manager+ re,orts Fno signi'icant increase in visitors as a resu&t o' the 'i&m Bnumers at the house actua&&y 'e&& s&ight&y in 2##4C$ to -4+#- com,ared :ith -$+71 in 2##C4. *eho,es that their screening o' the 'i&m SPI $-


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#ocal spend

According to the ortham,ton Evening Te&egra,h+ the 'i&m rought around Q82#+### into the

How Film and Television Programmes Promote Tourism in the UK

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