p38-39 MKTING FILM jan30 27/1/09 18:10 Page 39
ttglive.com
movie marketing knowledge
Sourcing movie Australia
promotional by running a
REEL CHANCES
material promotion with
Tony Knight is the co-operation
brand partnerships of her local Odeon
manager at Lime cinema. TTG asked
Communications, her how she went
which works on about it:
behalf of major film
studios developing How did you organ-
mutually beneficial ise the link-up?
promotions with It was fairly simple. I
travel companies De Vere Hotels and Co-op Travel have both launched contacted the Odeon
that will complement travel promotions on the back of popular films and asked if I could
the storyline or setting. put out leaflets
As the representative about my travel serv-
IN BRUGES
for Walt Disney Studios Home Entertainment, ice and promote the film at the same time.
This film, starring Colin Farrell and Ralph Fiennes, came
Warner Bros, Paramount Pictures, Pathe They agreed and even gave me a promotional out in April 2008 and has proved a real hit recently with
Pictures and Entertainment Film Distributors, stand from the movie to which I was able to
a Golden Globe award and a couple of Bafta and Oscar
he says the organisation can provide pin information. I then contacted the tourist
nominations. Its DVD release will therefore almost
certainly be strongly supported by its filmmakers – and
licence-free use of film artwork and offer board and they sent me promotional cubes
could provide a great hook for deals to Belgium.
competition prizes to tie in with many big designed with beautiful destination shots of
If you’re looking for support, speak to your agent sales
releases, in exchange for national exposure. Australia. I also created information packs contact at Eurostar, who could provide imagery for
The company recently worked with Co-op about what I offer, for people to take away.
any creative visuals or promotional material you may
Travel who wanted to promote its summer
look to produce. The rail operator is also assuring
“availability of good fares”.
2009 low deposit campaign and raise Was it expensive to do?
Ian Ackland, commercial manager at HotelConnect,
awareness of its family brand. A deal was No, it only cost me a pack of paper for the
says agents should approach him if they are looking to
signed, enabling the Co-op to tap into the leaflets. I did an electronic version too which do any promotions, such as reader offers to Bruges,
release of Walt Disney’s Tinkerbell on DVD I emailed to my client base, which of course
because he says HotelConnect will be able to provide
by giving away Tinkerbell gift bags to is free.
exclusive offers on hotels. It will also provide destina-
tion and hotel images for any marketing material.
customers that booked a family holiday
■eurostar.com
before Christmas. What inspired you to piggyback the film to
■agents.hotelconnect.co.uk
Universal Parks & Resorts is another promote your services?
company that works with its film distribution I’d seen the effect that Captain Corelli’s
arm to provide promotional material around Mandolin had on people wanting to go to Ke-
film releases. falonia after that film came out. Then I saw THE CURIOUS CASE OF
an advert for Australia when I was at the cin-
BENJAMIN BUTTON
Tony’s film tie-up tips: ema just before the film was released and I
Scooping no less than 13
Oscar nominations, this■ Organising such promotions can take up thought a tie-up might just work.
to two months from the first phone call
film starring Brad Pitt and
to “going live”, so allow yourself plenty Has it been a success?
Cate Blanchett is another
movie set to draw in the
of time to put everything together. It’s a bit early to say yet. There are some
crowds when it is released
Campaigns also usually run for a great deals to be had to Australia at the
in British cinemas on
four-week period, starting two weeks moment and hopefully if people are think- February 6. With the
before the DVD or cinema release date. ing of going, seeing my leaflets will register
backdrop of the film set in
New Orleans, you could
■ To support the campaign, dedicated with them when they come to book. And if
see heightened interest
promotional material such as posters or they don’t, I’ve not lost anything, and they
in this part of the US.
online banners is essential. While Lime might think of me for something else.
Jody Hanson, sales and
will provide any artwork from the films marketing director for New
for free, you will need to bear the costs of Film promotion tips:
Orleans and Louisiana
printing and reproducing these designs,
Office of Tourism, says it
■ If you are looking to cut a few corners and
can provide you with funky
which can be expensive. Before any save money in a similar way, be careful
destination posters, guides,
promotional material is launched, the how you reference the film in any
information packs and brochures if you call their office.
film company must also approve it, a promotional material. Artwork from the “We’re really keen to work with agents because we
process that can take up to three weeks. movie will be covered by property law, so
know people want to travel here, and not just for a few
if it’s not been supplied by the filmmakers,
nights. New Orleans offers a vibrant music and culture
scene which gives people so much to do that they
Alternative options using it is illegal. However, there’s nothing
really want to enjoy some time here,” she says.
Julia Cullen is a homeworker for Hays preventing you from referring to the film
■ neworleanscvb.com
Travel. Before Christmas she recognised the in any text and using other destination ■ 020 8460 8473
opportunity to tap into the success of the shots of the location for any posters etc.
30.01.2009 39
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