p38-39 MKTING FILM jan30 27/1/09 18:10 Page 38
knowledge movie marketing
ttglive.com
Film-themed promotions
Flick-start your
bookings with
Oscar-standard
film tie-ups
Piggybacking the success of films that showcase stunning
locations and stimulate tourism demand is a great way to
bring in business. With the Bafta and Oscar nominations
currently causing a buzz around some big movies, now is
the time to tap in to the hype, says Olivia Hemmings
T
he Beach, Moulin Rouge and, more fessionals, believes this type of promotion is
recently, Australia and Mamma Mia successful because of its “soft sales” approach.
have all proved to be blockbuster “People are very cynical these days, and
films at the cinemas. No doubt anti-consumerism,” explains Grieve.
their star casts, including Hugh Jackman, “They are bombarded by advertising
Leonardo DiCaprio and Nicole Kidman, have messages and have learned to filter them
all helped to draw in the crowds. But the out. Film locations can be a kind of product
stunning landscape shots of the films’ placement but they are much less blatant
locations have not gone unnoticed either. than the product placing of cars and
When The Beach was released in 2000, watches, like in the James Bond films. As a
enquiries grew for Thailand and its islands. film has to be set somewhere, it comes
Paris, too, became even more popular as a across much more naturally and, from a
city break when Moulin Rouge came out the consumer’s perspective, they don’t feel they
following year. Over the last few months, are being sold something.”
agents report holiday enquiries for the The power of films such as Australia,
Greek islands and now Australia have says Grieve, is that they perform part of the
also risen after the box office successes of selling process for you.
Mamma Mia and Australia. “Making a customer want to go to a partic-
It’s no surprise then that using a film as a ular destination is part of the sales process.
hook to promote a destination is a sure way In this instance, the film has persuaded
to attract business. them already. The next stage for agents is
getting them into the store to make a book-
The benefits ing, rather than use another method. To do
.
S.®
.
A
Marketing guru Gary Grieve, managing this they need to make the link in the minds
.M.P
A
director of training body Capela, which offers of customers between the film, the location
©
marketing advice to travel and tourism pro- and the agency,” adds Grieve.
38 30.01.2009
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