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Film Tourism
Liz BuchananTourist Board Training
Scotland
Research Results 2007
• Significant positive effect on tourism• Contribute to wider ‘branding’ of UK• Historical films reinforce UK’s historical reputation• Associated sites, not shooting locations, benefit
most• Historical/religious buildings & rural villages most
successful• Emotional productions highly successful• Television drama series generates the tourist effect
Study: How Film & Television Programmes Promote Tourism in the UK
Winning Combinations
Tourism-generating screen products:
• Strong story• High-visibility screen products• Positive, uplifting tone• Linked to established ‘brand’• Historical buildings/rural landscapes• Place/locations plays a key role in story
=‘Blockbuster’
=Positive Impact on Tourism
The Scottish Picture
Made in Scotland
Screen Industry: Value to Scotland
• £1bn revenues per year
• 8000 people employed
• Taggart sold to 77 countries
• Grand Theft Auto Computer Game - $2bn worldwide
Capitalising on Opportunities
Case Studies
• Marketing (Braveheart)
• Product Development (Film Crews Welcome)
Braveheart
Blockbuster Characteristics
• Strong story• High visibility• Positive tone• Linked to wider ‘brand’• Historical/rural locations• ‘Place’ important to story
Braveheart
Tourism Initiatives
• Stirling Premiere• Press Coverage• Stirling branding campaign• Websites• Itinerary• Private tours
Braveheart
Long term impact
• Led a huge tourism surge
• Four or five good years
• ‘Braveheart Phenomenon’ still persists
Film Crews Welcome
• Developing Film Tourism niche market
• Tourism industry/film industry partnership
• Awareness raising• FCW industry workshop• FCW Quality Assurance Welcome
Scheme
Film Crews Welcome
Why do we need FCW?
• Revenue generator• Demanding customers• Inconsistent provision &
standards
FCW Workshop
• Aimed at all businesses• Explains what the film industry
includes• Raises awareness of challenges
& benefits• Encourages businesses to work
together
FCW Quality Assurance Scheme
Scheme Criteria• Flexible arrival times• Flexible meal times• Extended bar/lounge service• Laundry service• Room cleaning at any time• Internet access & office services• Confidentiality• Adequate parking
Film Crews Welcome
Film Crews Welcome DVD