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Final Report to UK Film Council, Scottish Screen, ! !edia, ast !idlands Tourism, Screen ast, South "est Screen, Film #ondon and $isit #ondon
August %&&'
August 2007
Ta(le o) Contents
1. Key Points .............................................................................................................................................................4 2. Executive Summary .............................................................................................................................................7 2.1 Introduction....................................................................................................................................................7 2.2 The Assignment.............................................................................................................................................8 2. !esearch Strategy...........................................................................................................................................8 2.4 "indings.........................................................................................................................................................1# 2.$ 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 1/ritish1 /rand................................................................................................10 .11 Screen Products ( The .enera&ised E''ect ...........................................................................................2# .12 Success "actors..........................................................................................................................................21 4. %ase Study Ana&ysis 2y !egion ................................................................................................................24 4.1 East o' Eng&and %ase Studies....................................................................................................................24 4.2 East 3id&ands %ase Studies.......................................................................................................................24 4. )ondon %ase Studies...................................................................................................................................2$ 4.4 Scot&and %ase Studies..................................................................................................................................24.$ South 4est %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 7egotiations............................................................................................................ 4 $.- Im,act on )oca& %ommunities ................................................................................................................. -. !ecommendations .............................................................................................................................................. 7 -.1 6K Screen Tourism Strategy .rou,........................................................................................................ 7 -.2 Too&5it 'or Intervention............................................................................................................................. 8 -. Economic Im,act o' "i&mma5ing Tourists............................................................................................. 0 -.4 Screen Tourism Trac5ing 82servatory.................................................................................................... 0 -.$ %a&cu&ating the 8vera&& Economic 9a&ue to the 6K ............................................................................4# -.- Pu2&ic Sector "unding and Screen Tourism............................................................................................4# -.7 /o&&y:ood Tourism Strategy.....................................................................................................................4# A,,endix; %ase Studies ...............................................................................................................................42 A2so&ute&y "a2u&ous <1002(100$=....................................................................................................................42 /a&amory <2##2 ( 2##$=.....................................................................................................................................44 /end it )i5e /ec5ham <2##2=...........................................................................................................................4/raveheart <100$=...............................................................................................................................................48 8&s2erg>SPI 2
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/ride and Pre?udice <2##4=...............................................................................................................................$2 %&oser <2##4=.......................................................................................................................................................$4 A %oc5 and /u&& Story <2##$=..........................................................................................................................$$ The @a 9inci %ode <2##-=................................................................................................................................$7 @adAs Army <10-8 ( 1077=................................................................................................................................-1 @oc 3artin <2##4 ( Present=............................................................................................................................Eastenders <108$ ( Present=..............................................................................................................................-"our 4eddings and a "unera& <1004=.............................................................................................................-8 "oy&eAs 4ar < 2##2 ( Present=...........................................................................................................................71 .os'ord Par5 <2##1=..........................................................................................................................................74 *arry Potter <2##1 B Present=..........................................................................................................................7Ka2hi Kushi Ka2hie .ham <2##1=.................................................................................................................8# )oca& *ero <108 =..............................................................................................................................................8 3atch Point <2##$=............................................................................................................................................87 8nce 6,on a Time in the 3id&ands <2##2=...................................................................................................88 3onarch o' the .&en <2### ( 2##$=................................................................................................................0# 3rs /ro:n <1007=..............................................................................................................................................0 7otting *i&& <1000=.............................................................................................................................................0$ Pea5 Practice <100 (2##2=.................................................................................................................................08 Pride and Pre?udice <2##$=..............................................................................................................................1## Pride and Pre?udice B T9 <100$=...................................................................................................................1#4 !ic5 Stein <100$ ( 2##4=..................................................................................................................................1#!osamunde Pi&cher Ada,tations <100$ B Present=.....................................................................................1#0 Sha5es,eare in )ove <1008=............................................................................................................................112 Trains,otting <100-=........................................................................................................................................114 The Truth A2out )ove <2##4=.......................................................................................................................117 The 4or&d is 7ot Enough <1000=.................................................................................................................118
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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 2ased on 'ictiona& or rea& events rein)orce an overall (rand )or the UK as a country stee,ed in history. The e''ect can 2e persistent and long/lasting as is the case :ith Four Weddings and a Funeral and the te&evision ada,tation o' Pride and Prejudice. The e''ect is &i5e&y to 2e most ,ersistent :hen the ,roduction achieves cult status+ such as ocal 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 2ene'it the most+ as is the case :ith %raveheart. Historical and religious (uildings such as+ A&n:ic5 %ast&e <Harr" Potter= and !oss&yn %ha,e& <*a +inci ,ode-+ and rural villages+ such as To2ermory <%alamor"= or Stam'ord vi&&age <the //%1s Pride and Prejudice=+ ,rove to 2e the most success'u& in inducing tourism. Strong+ emotionally resonant productions+ connecting characters :ith ,&ace+ are high&y success'u&+ as is the case :ith ocal Hero or *oc $artin. 1Sunday night. television drama+ such as $onarch o. the /len+ is ,rime materia& 'or generating the tourist e''ect.
Key characteristics o) tourism/inducing screen products Pro?ects :hich have some or a&& o' these characteristics are &i5e&y to have the greatest tourism ,otentia&; Strong narratives i.e. story andCor character(driven 'i&ms and ,rogrammesD
High/visi(ility screen ,roducts :ith a very 2road a,,ea& B i.e. high(2udget+ star( driven studio 'i&ms :ith a very 2road a,,ea&D A positive, upli)ting tone 'or mainstream audiencesD "i&ms :hich &in5 in to a :ider+ esta(lished .(rand.D "i&ms using historical (uildings andCor rural village landscapes as &ocationsD "i&ms in :hich 1place1 B :hether rea& or 'ictiona& B ,&ays a 5ey ro&e in the story andCor 4
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Key characteristics o) the screen tourism phenomenon Screen tourists1 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 'ar 2eyond such &ocations; in'&uencing 1associated1 sites+ such as the 4a&&ace 3onument in Stir&ing <associated :ith %raveheart=+ and a&so increasing a:areness o' the 6K in genera&+ such as %end it i'e %ec'ham.
It is usua&&y sites associated with the setting or story+ rather than the actua& ,roduction or shooting &ocation+ :hich see an increase in visitors+ 'or exam,&e )inco&nshire+ @er2yshire and the Pea5 @istrict as a resu&t o' Pride and Prejudice <the 'i&m=. In ,articu&ar+ historica& dramas+ or those 2ased on &iterature+ o'ten see an impact at sites unrelated to the screen product 2ut :hich are connected to the historica& era+ characters or author such as the Eane Austen %entre in /ath or Po&&oc5 *ouse in .&asgo: as a resu&t o' /os.ord Par'. Screen ,roducts associated :ith existing 2rands+ :hether historica&+ &iterary or screen(2ased+ create a longer lasting impact in :hich FassociatedA sites and sometimes actua& shooting sites 'ee& the im,act &ong a'ter the screen ,roduct :as 'irst sho:n. This is the case 'or 8s2orne *ouse <$rs %rown=+ the %orn:a&& and @evon area <as a resu&t o' the !osamunde Pi&cher te&evision ada,tations=+ Porto2e&&o !oad <)otting Hill= and Padsto: <0ic' &tein=.
/est ,ractice in using screen ,roducts to mar5et &ocations and in negotiating mar5eting rights 'rom ,roductionsD Identi'ying s,eci'ic mar5ets andCor territories 'or screen tourism mar5eting cam,aignsD %reating nationa& screen tourism cam,aigns around s,eci'ic 'i&ms or ,rogrammesD @ata gathering 'rom visiting ,roductionsD Agreeing terms 'or ,u2&ic 'unding o' screen ,roducts to maximise screen tourismD 8rganising events on screen tourism to raise a:areness and encourage re&ationshi,s 2et:een ,ractitionersD Identi'ication o' the most tourism(e''ective screen ,roductsD $
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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& distri2ution o' the screen ,roductD "aci&itating the o,tima& timing o' negotiations 2et:een ,roductions and ,u2&ic 2odies to maximise the tourism e''ectD Pre,aring communities 'or unex,ected screen tourism.
A Too&5it 'or Intervention 'or use 2y 2oth audiovisua& and tourism ,ro'essiona&s+ ,roviding su,,ort 'or mar5eting strategies and in negotiating 2usiness and &ega& issues re&ated to screen tourism. A Screen Tourism Trac5ing 82servatory to co&&ect data and research on an ongoing 2asis. A 'u&& economic study on the va&ue o' 'i&m and te&evision(induced tourism to the 6K economy to 2e conducted 2y sta5eho&der agencies. Pu2&ic 'unders o' 'i&m ,ro?ects to ensure that rights 'or tourism mar5eting are ,rovided in return 'or ,roduction 'unding. A s,eci'ic /o&&y:ood Tourism Strategy 2e deve&o,ed in order to ta, into this su2stantia& 2ut current&y under(ex,&oited mar5et.
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0ecutive Summary
1ntroduction
"i&m and te&evision tourism <or Gscreen tourismH 'or the ,ur,oses o' this re,ort= is a ,henomenon :hich has &ong 2een ac5no:&edged and re,orted+ 2ut 'e: in(de,th studies o' it have 2een ,u2&ished. The evidence that has 2een ,ut 'or:ard to date has most&y 2een anecdota&+ ,ointing to:ards the a2i&ity o' ,o,u&ar 'i&ms and te&evision ,rogrammes to attract tourists+ in the 'orm o' ardent 'ans and interested audience mem2ers. Some o' these anecdotes re&ate to ma?or 2&oc52usters+ :hi&st others are s,eci'ic to sma&&er 1cu&t1 screen ,roducts. /ut des,ite the anecdotes and certainty that screen tourism does indeed exist+ a num2er o' Iuestions a2out the nature o' this e''ect remain to 2e adeIuate&y ans:ered. These inc&ude; :hat 5inds o' 'i&mCte&evision ,rogrammes success'u&&y convert audiences into touristsJ ho: &ong does this e''ect &ast B on&y as &ong as the 'i&mC,rogramme is ,o,u&ar+ or does it have a more ,ermanent im,act on tourismJ :hich &ocations 2ene'it 'rom the tourism e''ectJ The shooting &ocations or associated sitesJ ho: can screen tourism 2e e''ective&y encouraged and managed in a strategic+ ?oined(u, mannerJ 4hat shou&d 2e considered 2est ,ractice 'or 'i&m and tourism ,ro'essiona&s :or5ing togetherJ .iven the existence o' screen tourism and the ,otentia&&y signi'icant economic va&ue o' this strand o' tourism to the economy+ understanding the drivers o' screen tourism and harnessing its e''ect are crucia& issues to understand. This re,ort ans:ers a num2er o' 5ey Iuestions and ,rovides a stronger insight into the nature o' ,roductions :hich induce screen tourism and recommends :ays in :hich the 6K can strategica&&y maximise the economic ,otentia& o' the ,henomenon. 4hy does the tourism e''ect o' 'i&m and te&evision need to 2e studiedJ "i&ms and te&evision ,rogrammes are made 'or a variety o' ,ur,oses :hich rare&y inc&ude attracting tourists to a ,articu&ar area. *o:ever+ understanding ho: audiovisua& content dra:s audiences as tourists can he&, us to understand the ,osition o' 'i&m and te&evision in the 2roader &andsca,e o' cu&tura& attraction. The 6K is de,endent on its &anguage+ history and cu&ture to maintain its ,resence on the :or&d stage as a ma?or tourist destination. This 'its :e&& :ith one o' the 5ey 'indings o' this study on the nature o' screen tourism. Sim,&y ,ut+ it is a connection :ith story <:hether in the 'orm o' characters+ historica& ,eriod+ &iterature+ themes or narrative= that attracts tourists+ rather than ?ust the ,hysica& attractiveness o' the &ocations used in a 'i&m or ,rogramme. As more and more visua& e&ements o' 'i&m and te&evision are generated 2y %.I+ the story(driven nature o' screen tourism :i&& 2ecome even c&earer. "i&m and te&evision+ o' a&& media+ has the greatest a2i&ity to touch u,on so many cu&tura& characteristics. Screen ,roducts can in'orm and excite audiences+ in the same instance+ a2out /ritish &anguage+ history+ &iterature+ society+ &andsca,es and ,ersona&ities. This a&& ha,,ens in the 'orm o' a narrative 'rame:or5 :hich gives the audience an emotiona&+ as :e&& as inte&&ectua&+ connection to the country. The &onger( term and :ider(reaching im,act o' a 'i&m or te&evision ,rogramme can out&ast and s,read 'ar 2eyond the &i'etime o' the 'i&m itse&'+ re&easing messages :hich contri2ute to a 2roader consciousness o' /ritish cu&ture among internationa& audiences.
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This is a ,o:er'u& com2ination+ and one :hich dra:s su2stantia& num2ers o' tourists to s,eci'ic sites and destinations across the 6K
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The Assignment
8&s2erg>SPI <GSPIH= :as retained 2y the 6K "i&m %ounci& and a num2er o' nationa& and regiona& sta5eho&ders <Scottish Screen+ E3 3edia+ East 3id&ands Tourism+ Screen East+ South 4est Screen+ "i&m )ondon+ 9isit )ondon= to conduct a study <Gthe AssignmentH= revie:ing the nature o' 'i&m and te&evision tourism in the 6K. /road&y s,ea5ing+ the Assignment has 2een divided into t:o overarching aims. 7ame&y+ to; descri2e the nature o' screen ,roducts :hich induce screen tourism and identi'y their success'u& characteristics ,rovide strategic recommendations :hich+ in the 'uture+ :i&& a&&o: the 6K to maximise the economic 2ene'it o' ,roductions :hich induce tourism.
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Research Strategy
August 2007
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academic papers and pu(lications+ ty,ica&&y in the 'orm o' theoretica& ,a,ers 2ased on ongoing research into drivers o' tourism. 4hi&e these might inc&ude surveys+ these are ty,ica&&y geared to:ards su,,orting or dis,roving a ,articu&ar theoretica& ,ers,ective+ rather than ,roviding concrete assessments o' tourism1s economic im,acts on a 2road 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 8verseas+H- Film12nduced Tourism7 or G4hatAs the Story in /a&amoryJH; The Im,acts o' a %hi&drenAs T9 Programme on Sma&& Tourism Enter,rises on the Is&e o' 3u&&+ Scot&andH8 'or instance.
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Findings
Screen ,roducts have the a2i&ity to generate a :ider &ocus o' in'&uence 'ar 2eyond the shooting &ocations. 9ia raising a:areness and accumu&ating imagery+ screen ,roducts can encourage visitation to 2oth 1associated1 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 2ut have &itt&e connection to the story. This is ,articu&ar&y c&ear :here the story is 2ased on historica& or rea& characters or ,&ace )ocations used as ,ure 12ac5dro,1+ :hich have no connection to the story+ or :hich are di''icu&t to identi'y 'rom the 'i&m or ,rogramme+ sho: &itt&e evidence o' tourism im,act. 4here a 'i&mC,rogramme 'eatures a strong+ rea&+ historica& character+ tourists visit ,&aces associated :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 the story T:o 2road grou,s o' &ocation ty,es emerge as 2eing the most ,o,u&ar among success'u& tourism(inducing 'i&ms. These are historicCre&igious 2ui&dings and state&y homes and rura& vi&&age &andsca,es
%randing The 5ey 2ene'it o' historica& 'i&msC,rogrammes+ :hether 2ased on 'ictiona& or rea& events and ,eo,&e+ is that they 2oth ta, into+ and rein'orce+ an overa&& 2rand 'or the 6K as a country stee,ed in history. The 12roader1 e''ect o' historica& 'i&ms and ,rogrammes is extreme&y ,ositive+ since it can raise a:areness o' a ,&ace :e&& 2eyond the &i'es,an o' the 'i&m. As a resu&t the im,act can 2e &onger( &asting+ and 2e 'e&t in more visitor sites than sim,&y those associated :ith the 'i&m. 8vera&&+ it :ou&d a,,ear that ada,tations o' the 1c&assics1 is &i5e&y to create a more ,ersistent e''ect+ since they ta, into a more enduring ready(made 12rand1.
$ Pratt+ Andy %.+ G3ateria& geogra,hies o' 'i&mma5ing and the rura&H+ in ,inematic ,ountr"sides+ "ish+ !. <Ed=+ <3anchester; 3anchester 6niversity Press+ 2##$=. - %ro'ts+ S.+ G!e(imaging Austra&ia; %rocodi&e @undee 8verseasH+ in ,ontinuum3 The Australian 4ournal o. $edia and ,ulture D 2<2= 1080. 7 /eeton+ Sue+ G"i&m Induced TourismH+ o' the As(ects o. Tourism 25 series+ %hris %oo,er+ 3ichae& *a&&+ N @a&&en Timothy <Eds.=+ <%&evedonD /u''a&oD Toronto; %hanne& 9ie: Pu2&ications+ 2##$=. 8 %onne&&+ Eoanne+ GF4hatAs the Story in /a&amoryJA; The Im,acts o' a %hi&drenAs T9 Programme on Sma&& Tourism Enter,rises on the Is&e o' 3u&&+ Scot&andH+ in 4ournal o. &ustaina!le Tourism+ 1 < = 2##$.
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Production ,haracteristics In the exam,&es o' success'u& tourism(inducing 'i&m ,roductions+ the 2udgets tend to 2e medium to high+ o'ten re'&ecting the use o' ma?or star ,o:er. *o:ever+ it is ,ossi2&e 'or &o:( 2udget 'i&ms to have a very strong+ ,ositive tourism im,act+ a&though this might :e&& 2e 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 through the story or through a ,articu&ar character+ in order to generate a tourism e''ect. It is nota2&e that many o' the most success'u& tourism(inducing 'i&ms and ,rogrammes tend to have a ,ositive+ u,&i'ting tone+ :hi&e some grittier+ inde,endent ,roductions have &ess o' an im,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 2ecome 1cu&t1 c&assics. 3any o' the case studies+ 2ene'iting 'rom a ,ersistence o' e''ect+ :ere ,roductions :hich :ere a2&e to 1ta, into1 or 2ui&d on a 2roader+ ,re(existing 12rand1+ ena2&ing an a:areness o' the ,roduction 2eyond ?ust those :ho have vie:ed it. %enchmar'ing /ased on SPI1s 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 1,ure entertainment1 va&ue such as actionCadventure 2. High/visi(ility screen ,roducts B i.e. high(2udget+ star(driven studio 'i&ms :ith a very 2road a,,ea& and6or . A positive, 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 (uildings andCor rural village landscapes as &ocations -. "i&ms in :hich 1place1 B :hether rea& or 'ictiona& B ,&ays a 5ey ro&e in the story andCor ex,erience o' the characters
The creation o' a 6K Screen Tourism Strategy .rou,+ to esta2&ish a net:or5 'or communication 2et:een the di''erent sectors+ across ,u2&ic and ,rivate entities. %urrent&y e''ective ,artnershi,s ta5e ,&ace on&y on an ad hoc 2asis+ and are to a &arge extent inhi2ited 2y di''erences in :or5 ,ractices 2et:een the 'i&m and tourism industries. *o:ever+ these ,ro2&ems are not insurmounta2&e+ and ,roviding a 'orum 'or regu&ar discussion o' screen tourism issues 11
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:i&& 2oth increase understanding o' each sectors1 ,ractices+ as :e&& as ,rovide an o,,ortunity 'or esta2&ishing s,eci'ic ,artnershi,s.
The ,u2&ishing o' a Too&5it 'or Intervention 'or use 2y 2oth screen and tourism ,ro'essiona&s+ ,roviding detai&ed in'ormation+ advice and su,,ort in negotiating 2usiness and &ega& issues re&ated to screen tourism+ and in maximising the 2ene'it <to 2oth sectors= o' screen tourism. The esta2&ishment o' a Screen Tourism Trac5ing 82servatory to co&&ect data and research on an ongoing 2asis a2out screen tourism. S,eci'ica&&y+ this :ou&d record changes to visitor num2ers at gated sites :hich are used as &ocations in screen ,roducts+ as :e&& as in any sites :hich may 2e associated :ith screen ,roducts. In ,articu&ar+ and re&ated to the Screen Tourism Trac5ing 82servatory+ there is a need 'or sta5eho&der agencies to conduct a 'u&& economic study on the va&ue o' 'i&m and te&evision( induced tourism to the 6K economy. Across the 7ations and !egions o' the 6K ,u2&ic 'i&m 'unds exist to 'und ,roduction o' audiovisua& ,roducts+ s,eci'ica&&y 'i&m. "unding 2odies shou&d 2e made a:are o' the im,ortance o' screen tourism as a direct resu&t o' ,roduction in their area and shou&d there'ore ensure that ,romotiona& rights 'or tourism initiatives are o2tained in return 'or ,roduction 'unding. Pu2&ic tourism agencies+ &i5e:ise+ shou&d 2e made a:are o' the va&ue o' visiting ,roductions to the &oca& tourism economy. 7ot on&y does a visiting ,roduction create many more hote& nights than most con'erences <:hich are o'ten attracted to an area 2y ,u2&ic su2sidies=+ 2ut 'i&m:or5ers o'ten 2ecome strong advocates 'or an area :hich they have visited :ith a ,roduction. @eve&o,ment o' a s,eci'ic /o&&y:ood Tourism Strategy+ to he&, 2oth screen and tourism agencies ta, into this su2stantia& 2ut current&y under(ex,&oited mar5et. 7um2ers o' visitors to Scot&and driven 2y /o&&y:ood ,roductions have a&ready 2een recorded as su2stantia& and gro:ing+ 2ut the o,,ortunity needs to 2e met across the rest o' the 6K+ ,articu&ar&y :here /o&&y:ood 'i&ms are made.
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SPI is a strategy consu&tancy+ 2ased in )ondon+ :hich s,ecia&ises in the internationa& 'i&m+ te&evision and re&ated media industries. 4ith 'ourteen yearsA ex,erience ,roviding high va&ue strategic advice to c&ients in the 6K+ Euro,e and around the :or&d. SPI has a strong trac5 record in advising on ,u2&ic ,o&icy 'or nationa& and regiona& media 2odies+ inc&uding studies measuring the economic im,act o' ,o&icy measures. The SPI team consisted o'; Eonathan 8&s2erg+ Pro?ect )eader Kate *o:ard @avies+ Pro?ect 3anager @r )i22ie 3cOui&&an+ Ana&yst %orinne !anara?a+ !esearcher Ste,hanie Porras+ !esearcher )ottie 3oggach+ !esearcher
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SPI1s ,rogramme o' des5 research+ consu&tations and case studies has generated a num2er o' c&ear characteristics :hich descri2e 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(2ased screen ,roducts genre 2randing sca&e and ,rovenance o' ,roduction ty,es o' &ocation These characteristics are descri2ed 2e&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.
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The evidence o' SPI1s research indicates that+ 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 2ut have &itt&e connection to the story. This is ,articu&ar&y c&ear :here the story is 2ased on historica& or rea& characters or ,&aces+ :hen it can 2e seen that visitor num2ers increase at sites :hich are connected to the story 2ut :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 2oom 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 7evis+ :hich had no historica& connection to the story or character+ has not 2een as signi'icant or ,ersistent. Simi&ar&y+ the im,act o' Trains(otting has c&ear&y 2een seen in Edin2urgh+ :here the story is set+ des,ite the 'act that the 'i&m :as shot ,rinci,a&&y in .&asgo:+ :hich has recorded &itt&e visitor interest in the 'i&m1s 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& 2ut is ,ortrayed as having a s,eci'ic in'&uence on a character. In such cases the 12ac5dro,1 or 1&andsca,e1 in e''ect 2ecomes ,art o' the story itse&'+ :hich a,,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 sym2o&ises a :ay o' &i'e that trans'orms the 'i&m1s main character. As a resu&t+ and des,ite not 2eing the &ocation used 'or the 'i&m1s 'amous 12each1 scene+ Pennan has 2een inundated :ith 'ans o' the 'i&m. The same e''ect can 2e seen in Port Isaac+ used as a &ocation 'or IT91s *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 12ac5dro,1+ :hich have no connection to the story+ or :hich are di''icu&t to identi'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 2s )ot 7nough+ :here it :as sim,&y a 8&s2erg>SPI 1
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2ac5ground to action+ com,ared to the e''ect the same &ocation 'e&t 'rom Highlander+ in :hich the main character 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 0ings 'i&ms <not inc&uded in our case studies=+ in :hich the 'ictiona& 13idd&e Earth1 as a F,&aceA ,&ayed a 5ey ro&e in the story B tourism to 7e: Mea&and increased mar5ed&y 'o&&o:ing the 'i&ms.
2+%
The 6K has a rich and :e&& 5no:n history+ and a &arge num2er o' houses+ 2ui&dings and sites 'rom di''erent eras sti&& standing as testament to ,ast times. The 6K1s history not on&y serves as ins,iration 'or 'i&m and te&evision drama en?oyed the :or&d over+ 2ut at the same time acts as a ,o:er'u& 1hoo51 'or tourists+ 2oth domestic and in2ound+ to visit s,eci'ic sites across the 6K. 8vera&&+ the 6K1s history is ,ossi2&y the most ,otent and e''ective mechanism 'or ,romoting the country1s 2rand and image+ and one :hich is easy to use in the :idest variety o' contexts. Severa& o' the case studies &oo5ed at :ere essentia&&y 1historica&1 dramas+ :hether 2ased on rea& events and ,eo,&e+ or sim,&y set in 2ygone eras. These inc&ude %raveheart+ *ad8s Arm"# Fo"le8s War# /os.ord Par'# $rs %rown# Pride and Prejudice# and &ha'es(eare in ove. As mentioned a2ove+ the case studies revea& that visitors a,,ear to 2e dra:n to sites :hich are associated :ith the story rather than &ocations used as mere 2ac5dro,+ and this e''ect is even more ,ronounced :ith historica& drama. 4here a 'i&mC,rogramme 'eatures a strong+ rea&+ historica& character+ tourists visit ,&aces associated :ith the rea& character as o,,osed to the &ocations used 'or 'i&ming. The 4i&&iam 4a&&ace 3onument and Stir&ing %ast&e+ neither o' :hich ,artici,ated in the ,roduction o' %raveheart+ sa: su2stantia& and ,ersistent visitor num2er increases 'o&&o:ing the 'i&m1s re&ease. Simi&ar&y+ 8s2orne *ouse+ the rea&(&i'e ho&iday home o' Oueen 9ictoria+ sa: a massive im,act 'o&&o:ing the re&ease o' $rs %rown+ :hi&e non(authentic &ocations used 2y the ,roduction re,ort &itt&e e''ect. Another 2ene'it o' such 'i&ms and ,rogrammes is that their im,act may 2e easier to measure and trac5+ since &ocations used are o'ten 1gated1 sites such as historic houses. 9isitor num2ers to such s,ots are more &i5e&y to 2e regu&ar&y counted than in &ocations such as rura& or ur2an &andsca,es. The 5ey 2ene'it o' historica& 'i&msC,rogrammes+ :hether 2ased on 'ictiona& or rea& events and ,eo,&e+ is that they 2oth ta, into+ and rein'orce+ an overa&& 2rand 'or the 6K as a country stee,ed in history. In many cases the e''ect o' this is seen in a :ider(reaching im,act o' a 'i&m+ :here an increase in interest is seen in a ,articu&ar era through inIuiries a2out sites+ houses and tours :hich are in no :ay &in5ed s,eci'ica&&y to the 'i&m 2ut are re&ated to the 1era1 o' the 'i&m. An exam,&e o' this :as seen in the im,act o' /os.ord Par'+ :hich a,,ears to have s,ar5ed a rene:ed interest in 9ictorian and Ed:ardian era historic houses+ ,articu&ar&y those :ith a 'ocus on servants Iuarters and &i'e 12e&o: stairs1. This 12roader1 e''ect o' historica& 'i&ms and ,rogrammes is extreme&y ,ositive+ since it can raise a:areness o' a ,&ace :e&& 2eyond the &i'es,an o' the 'i&m. As a resu&t the im,act can 2e &onger(&asting+ and 2e 'e&t in more visitor sites than sim,&y those associated :ith the 'i&m. 3oreover+ in a genera& :ay it can he&, to create recognition o' destinations :hich might other:ise 2e &e't o'' the tourist trai&. To return to the exam,&e o' ,erha,s the most success'u& historica& 'i&m 'rom a tourism ,ers,ective+ %raveheart+ the story and ,&ace o' 4i&&iam 4a&&ace and Stir&ing in Scot&and1s history continues to 2e a 'ascinating 1hoo51 'or tourists. This is seen in visitor num2ers to the 4i&&iam 4a&&ace 3onument :hich
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continue to 2e higher than 2e'ore the re&ease o' the 'i&m0+ des,ite c&ear&y :aning interest in sites used as &ocations in the 'i&m 2ut not connected in rea&ity to 4a&&ace.
2+2
Severa& o' the case studies :ere ada,tations o' high&y success'u& 2oo5s+ inc&uding The *a +inci ,ode+ Pride and Prejudice <'i&m and te&evision versions=+ and Harr" Potter. In &ine :ith the 'indings out&ined a2ove+ the tourism im,act o' &iterature(re&ated 'i&ms is o'ten 'e&t in sites :hich ,&ay a rea& ro&e in the story B A&n:ic5 %ast&e+ the &ocation 'or Harr" Potter8s *og:arts+ sa: a 12#P increase in visitorsD and visitor num2ers to !oss&yn %ha,e&+ St. Su&,ice %hurch and the )ouvre+ a&& &ocations o' great im,ortance in the ,henomena&&y success'u& 2oo5 The *a +inci ,ode+ sa: massive&y increased visitor num2ers since the 2oo5 :as ,u2&ished+ and :e&& 2e'ore the 'i&m :as made. Since so many o' the ,&aces 'eatured in the 2oo5 o' The *a +inci ,ode are rea&+ this case study in ,articu&ar generates the issue o' the extent to :hich a 'i&m can c&aim credit 'or tourism im,act+ :hen it is 2ased on an a&ready 2est(se&&ing+ 12&oc52uster1 2oo5 <such as *a +inci or Harr" Potter=. %ertain&y in these cases the ,o:er o' the 'i&m :as on&y made ,ossi2&e 2y the ,rior over:he&ming success o' the 2oo5. 8' course+ :here the story does not ta5e ,&ace at rea& &ocations <such as in Harr" Potter=+ the 'i&m :i&& 2e res,onsi2&e 'or directing tourists to s,eci'ic sites 2y using them in the 'i&m. *o:ever+ it shou&d 2e noted that these t:o s,eci'ic case studies re&ate to the t:o 2oo5s :hich have set an un,recedented 2enchmar5 'or commercia& success in the 2oo5 :or&d+ and there'ore ,erha,s cannot 2e ta5en as a guide 'or other 2est(se&&ing 2oo5s. In other cases+ such as the ada,tations o' !osamund Pi&cher1s very success'u& nove&s :hich are set in %orn:a&&+ it is s,eci'ica&&y the te&evision ada,tations o' these 2oo5s <rather than the 2oo5s themse&ves= :hich have 2een a ,rimary driver o' 'ans coming as tourists to the South 4est. Another im,ortant theme emerging 'rom the &iterature case studies+ and one :hich is in &ine :ith the 'indings 'or historica& characters and events ex,&ained a2ove+ is that a tourism im,act is o'ten 'e&t in 1associated1 sites connected to the 2oo51s author. Eane Austen1s house %ha:ton sa: a ma?or increase in visitors+ 2oth as a resu&t o' the 100$ te&evision ada,tation+ and again a decade &ater 'o&&o:ing the 'i&m ada,tation. Simi&ar&y+ the site o' the ca'e :here E.K. !o:&ing :rote the 'irst Harr" Potter 2oo5 continues to receive as many as 1# visitors a day as5ing to see :here she sat. Simi&ar&y to historica& 'i&ms+ though ,erha,s to a s&ight&y &esser degree+ 'i&ms and ,rogrammes 2ased on 2oo5s are a2&e to 2ui&d on and contri2ute to a 2roader+ &iterary cu&ture and 12rand1 'or the 6K+ ,articu&ar&y :here the story is recognisa2&y cu&tura&&y(s,eci'ic and 1/ritish1 <as :ith Pride and Prejudice and Harr" Potter=. This can a&so occur :ith 'i&ms that are a2out great &iterary 'igures B there is some indication that the 'i&m &ha'es(eare in ove he&,ed to generate increased interest in seeing Sha5es,eare ,&ays in the theatre+ ,articu&ar&y among audiences :ho might other:ise have 'ound these ,&ays intimidating and unattractive. 8vera&&+ it :ou&d a,,ear that ada,tations o' the 1c&assics1 B such as Pride and Prejudice+ are &i5e&y to create a more ,ersistent e''ect+ since they ta, into a more enduring ready(made 12rand1 :hich has a &i'e o' its
0 "o&&o:ing the re&ease o' the 'i&m+ visitors to the 4i&&iam 4a&&ace monument increased 'rom 4#+### to over 2##+###. In 100 + ta5ings at the monument :ere Q4#+###D in 2###+ they reached Q1 mi&&ion.
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o:n 2eyond the individua& 'i&m or 2oo5. 4hi&e the immediate im,act o' 12&oc52uster1 ada,tations such as *a +inci and Harr" Potter might 2e greater in the short(term+ there is no evidence to indicate :hat the &ongevity or ,ersistence o' the e''ect :i&& 2e in these cases.
2+4
There is no dou2t that the ma?ority o' the case studies :hich have had a strong and ,ositive im,act on tourism :ere either ,roduced 2y *o&&y:ood studios+ or 2y 4or5ing Tit&e+ an inde,endent ,roduction house :hich is in 'act o:ned 2y a studio <6niversa&=. This is a&most certain&y a direct resu&t o' the incredi2&e dominance and ,o,u&arity o' 1studio 'are1 on the internationa& 'i&m mar5et genera&&y. Such 'i&ms are characterised 2y 2eing ta&entCstar(driven ,roducts+ :ith extreme&y high ,roduction 2udgets+ as :e&& as mar5eting 2udgets. This resu&ts in massive a:areness o' the 'i&m among consumers and conseIuent&y very high 2ox o''ice 'igures. In the exam,&es o' success'u& tourism(inducing 'i&m ,roductions+ the 2udgets tend to 2e medium to high+ o'ten re'&ecting the use o' ma?or star ,o:er. The one exce,tion to this is ocal Hero# :hich :as &o: 2udget. This indicates that it is ,ossi2&e 'or &o:(2udget 'i&ms to have a very strong+ ,ositive tourism im,act+ a&though this might :e&& 2e a &o:(intensity+ &ong(term im,act. *o:ever+ it is much more di''icu&t to ,redict :hich &o:(2udget 'i&ms :i&& have such an e''ect over the &ong term+ :hereas :ith high 2udget 'i&ms the ,resence o' stars+ and massive mar5eting 2udgets+ ,rovides a stronger indication. Inde,endent 'i&m+ on the other hand+ tends to have &o:er ,roduction and mar5eting 2udgets+ a &imited theatrica& run and there'ore &o:er 2ox o''ice returns. 4hi&e such 'i&ms might over the &ong term 2ecome 1cu&t1 c&assics+ in the short term the im,act on consumers B 2oth as 'i&m audiences and tourists B is much &o:er. The most success'u& <'rom a tourism ,ers,ective= case studies B :ith the exce,tion o' ocal Hero 9 dis,&ayed strong 2ox o''ice success+ or audience 'igures in the case o' te&evision. %&ear&y+ it is essentia& that a 'i&m or te&evision ,roduction is seen 2y a &arge num2er o' vie:ers i' a noticea2&e num2er o' tourists are to trave& in res,onse to the vie:ing+ and this is more &i5e&y to 2e the case :ith *o&&y:ood 'eature 'i&ms. It is there'ore &ogica& that 2ig 2udget+ star(driven hits <the 5inds o' 'i&ms :hich tend to emanate 'rom *o&&y:ood= have the greatest tourism im,act+ and more im,ortant&y are easiest to ,redict as having such+ since a:areness and visi2i&ity o' such 'i&ms is that much higher.
2+5
/eyond the in'&uence o' historica& and &iterature(2ased screen ,roducts+ an ana&ysis o' the genre and tone o' tourism(inducing screen ,roducts sho:s some c&ear emerging themes. %&ear&y+ the &ist o' ,roductions inc&uded in the case studies re,resent a :ide range o' 'i&ms and te&evision ,rogrammes. *o:ever+ it a,,ears that the characteristic o' story and character(driven dramatic narrative emerges 'reIuent&y+ in di''erent 'orms+ in those screen ,roducts :hich have 2een ,articu&ar&y success'u& at inducing tourism1#. These :ou&d inc&ude such diverse screen ,roducts as %raveheart+ ocal Hero# *a +inci ,ode and $onarch o. the /len.
1# See Section .12 /enchmar5ing 'or ana&ysis o' the most success'u& tourism(inducing screen ,roducts studied.
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A strong narrative+ ,articu&ar&y in 'i&m+ tends to occur in ,roductions :hich are dominated 2y story and character deve&o,ment. Such screen ,roducts may a&so 'it into <and 'use :ith= more easi&y recognisa2&e genres such as 1*istorica& @rama1+ F"ami&y EntertainmentA and 1!omantic %omedy1. The recurrence o' a dominating narrative in the &ist o' tourism(inducing ,roductions might re'&ect the need 'or the ,roduction to have a strong emotiona& resonance :ith the audience+ either through the story or through a ,articu&ar character+ in order to generate a tourism e''ect. In addition+ it is nota2&e that many o' the most success'u& tourism(inducing 'i&ms and ,rogrammes tend to have a ,ositive+ u,&i'ting tone+ :hi&e some grittier+ inde,endent ,roductions have &ess o' an im,act. This im,&ies that+ in addition to screen ,roducts :ith a strong narrative+ those other genres :hich tend to 2e very ,ositive+ e.g. romantic comedies such as )otting Hill and chi&dren1s ,roducts such as %alamor"+ :i&& 2e more more success'u& at inducing tourism. 4hi&e the im,ortance o' an u,&i'ting tone in 'i&ms may 2e a resu&t o' the dominance o' *o&&y:ood ,roductions+ :hich tend to 2e more ,ositive&y(orientated and &ess cha&&enging+ it can a&so a,,&y to inde,endent ,roductions. "or exam,&e+ ocal Hero+ one o' the 'e: inde,endent ,roductions :hich a,,ears to have had a very strong and ,ersistent tourism im,act+ a&so dis,&ays this 1u,2eat1 tone. This cou&d ,rovide a c&ue to choosing inde,endent+ &o:(2udget 'i&ms :ith the greatest ,otentia& 'or inducing tourism. 8' course+ there :i&& a&:ays 2e exce,tions to this ru&e B the tourism generated 2y Trains(otting+ 'or exam,&e+ sho:s that negative&y(toned 'i&ms 2ased in ur2an &ocations can have an im,act. Tourism agencies may have mu&ti,&e 'i&m ,ro?ects to choose 'rom+ andCor &imited resources :ith :hich to :or5. In Section .12.2+ SPI identi'ies six characteristics o' 'i&ms and te&evision ,rogrammes &i5e&y to induce tourism. In order to address issues o' &imited resources+ these six dominant characteristics o' tourism( inducing screen ,roducts cou&d 2e used as a 2road guide :hen ma5ing assessments and 'unding decisions.
2+8
Another 5ey 'inding 'rom the case studies is that those 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 2ecome 1cu&t1 c&assics. 8' course+ it :ou&d 2e im,ossi2&e to ,redict at the time o' a 'i&m1s ,roduction or re&ease+ or even 'rom its initia& im,act+ :hether it :i&& have a &ong(&asting+ ,ersistent ,o,u&arity and there'ore tourism im,act. *o:ever+ many o' our case studies have ,roved to have some &ongevity B *arvey 7icho&s continues to 2e associated :ith A!solutel" Fa!ulousD the :ider im,act o' %raveheart on the Scottish 2rand continues to have an e''ectD and tours o' )eith in Edin2urgh sti&& ta5e ,&ace on the 2ac5 o' Trains(otting+ to name a 'e: exam,&es. 8ther exam,&es 'rom the case studies inc&ude; Pennan+ the &ocation o' ocal Hero+ :hich sti&& receives a regu&ar stream o' visitors 24 years a'ter the 'i&mAs re&easeD 'ans sti&& '&oc5 to the train station used in Trains(otting 11 years &ater+ des,ite it 2eing the most remote station in the 6KD and in Thet'ord+ *ad:s Arm" tours are ,roving ,o,u&ar+ a&most 4# years a'ter the comedy 'irst aired. A simi&ar theme emerged 'rom SPI1s consu&tations re&ating to other ,roductions not covered 2y case studies B such as $ont" P"thon and the Hol" /rail+ made in 107$+ :hich continues to dra: visitors to @oune %ast&e in Stir&ingshire. A&& o' these can 2e considered to 2e 1cu&t1+ in the sense o' having a sma&&
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2ut extreme&y devoted 'o&&o:ing over a great num2er o' years+ :hich o'ten :as not re'&ected in the 'i&m or ,rogramme1s origina& success on re&ease. "urthermore+ in each o' these exam,&es it can 2e seen that it1s never too &ate to ,romote a ,&ace1s connection :ith a 1cu&t1 ,roduction. 4hi&e it may 2e im,ossi2&e to ,redict 'uture cu&t success+ initiatives in each case :ere ,ut in ,&ace once cu&t status had c&ear&y 2een achieved and the tourism e''ect demonstrated. In Pennan+ the 'amed ,hone 2ox o' ocal Hero+ a ,ro, :hich :as discarded a'ter 'i&ming+ :as so ,ersistent&y enIuired a2out that the vi&&age insta&&ed one itse&'+ and it is no: a &isted 2ui&ding. In Edin2urgh+ the Trains(otting tour :as on&y esta2&ished in 2##4 in res,onse to demand+ eight years 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 2egan.
2+'
3any o' the case studies :ere ,roductions :hich :ere a2&e to 1ta, into1 or 2ui&d on a 2roader+ ,re( existing 12rand1+ ena2&ing an a:areness o' the ,roduction 2eyond ?ust those :ho have vie:ed it. The 2rand might 2e &iterary <i.e. &in5ed to an esta2&ished and success'u& 2oo5 or author= B such as Harr" Potter and Eane Austen1s Pride and PrejudiceD historica& B $rs %rown; or ta&ent(re&ated B 2oth ocal Hero and )otting Hill cou&d 2e said to have 2ene'ited 'rom the trac5 record o' the director in the 'ormer+ and the ,roducer+ :riter and star actor in the &atter. %alamor"+ mean:hi&e+ :as ,art o' a chi&dren1s 2rand 2ui&t on the 2ac5 o' the ,rogramme+ 2ut :hich inc&uded merchandise+ a :e2site+ etc. The va&ue o' 2eing ,art o' a :ider 12rand1 is that the im,act is more :ide(reaching. "or consumersCaudiences+ the association is :ith something 2igger than ?ust the 'i&m or ,rogramme itse&'. This ensures greater a:areness 2e'ore+ during and a'ter a ,roduction1s &i'es,an+ and ,revents the tourism im,act 'rom 2eing &imited 2y the ,roduction+ :hether in sca&e+ times,an or geogra,hica&&y. In severa& case studies B %raveheart+ )otting Hill and Pride < Prejudice <T9=+ 'or exam,&e B the :ider 12rand1 has he&,ed the tourism im,act to 2e more ,ersistent than might other:ise have 2een antici,ated.
2+:
4hi&e many o' the characteristics o' tourism(inducing screen ,roducts descri2ed here can 2e a,,&ied to 2oth 'i&m and te&evision ,roduction+ there are a num2er o' themes emerging 'rom the case studies re&ating s,eci'ica&&y to te&evision(induced tourism. The 'irst is that it is ,erha,s easier to identi'y or ,redict te&evision ,rogrammes :hich are &i5e&y to 2ene'it 'rom 1cu&t1 status at an ear&ier stage. Productions :hich are very &ong(running+ or mu&ti(a:ard :inning+ such as *ad8s Arm" and A!solutel" Fa!ulous+ are &i5e&y to at some stage 2ecome 1cu&t1 vie:ing. "urthermore+ it is ,ossi2&e that a T9 series+ created 'or and consumed 2y audiences on a regu&ar 2asis over an extended ,eriod+ is more ca,a2&e o' esta2&ishing itse&' in a country1s cu&tura& consciousness than a sing&e 'i&m. Such ,rogrammes are &i5e&y to 2e remem2ered 'or &onger and :i&& there'ore have a more ,ersistent tourism im,act. Second&y+ many o' the ,rogrammes :ith the greatest tourism ,otentia& tend to 2e FSunday nightA ,roductions B undemanding+ com'orting ,ortraya&s o' attractive environments+ aired at a time :hen vie:ers are re&axed and orientated to:ard 'ami&y and &eisure rather than :or5. Exam,&es o' FSunday 7ightA tourism success stories are $onarch o. the /len# Pride and Prejudice+ and+ in .ermany+ the 0osamunde Pilcher ada,tations. A&& o' these are 2ased in some o' the 6K1s most 2eauti'u& countryside+ and a&& have 8&s2erg>SPI 18
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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 4est o' Eng&and 'or 0osamunde Pilcher.11 4here 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 2ene'its 'rom and ,artici,ates in a :ider 12rand1. The 0ic' &tein ,rogrammes+ 'or exam,&e+ have esta2&ished Padsto: in %orn:a&& as a ma?or tourist destination and is uno''icia&&y re(named 1Padstein1 due to the over:he&ming ,resence o' the !ic5 Stein 2rand. *o:ever+ :hi&e his te&evision career has o' course done much to esta2&ish !ic5 Stein+ it is a&so his 2oo5s and the increased interest in 'ood and coo5ing in genera& :hich has made Padsto: :hat it is B individua&s are dra:n to the vi&&age to eat in Stein1s restaurants and 2uy 2oo5s+ coo5ing eIui,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 argua2&y had a greater tourism im,act than the more recent 'i&m+ is ,art o' a 2roader &iterary Eane Austen 2rand :hich a&ready existed and :ou&d continue to exist on its o:n+ des,ite the success o' the ,rogramme. 7everthe&ess+ it is &i5e&y that the screen dramatisations ex,anded the vie:ing audience to inc&ude those :ho may not have 2een ca,tivated 2y the 2oo5s+ 2ut en?oy the ada,tations ,ortrayed on screen.
2+;
#andscape Triggers
4hi&e a :ide variety o' &ocations :ere used in the 'i&ms and ,rogrammes inc&uded in our case studies+ t:o 2road grou,s o' &ocation ty,es emerge as 2eing the most ,o,u&ar among success'u& tourism( inducing 'i&ms. These are; *istoricCre&igious 2ui&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 < Prejudice and Harr" Potter. "rom the second category+ exam,&es inc&ude ocal Hero+ %alamor"# Pride < Prejudice <again=# *oc $artin and 0ic' &tein. It is ,ro2a2&y not a coincidence that 2oth o' these ty,es o' &ocation ,rovide the 2est chance o' measuring the direct im,act o' screen ,roducts on tourism. In the case o' historic or re&igious 2ui&dings and state&y homes+ such sites are &i5e&y to 2e gated and there'ore visitor num2ers are monitored. 4hi&e such c&ose monitoring is un&i5e&y to occur in rura& &andsca,es or vi&&age &ocations+ these areas under norma& circumstances :ou&d ,ro2a2&y receive re&ative&y 'e: visitors+ so that a sudden in'&ux o' tourists :ou&d 2e extreme&y noticea2&e+ as :ou&d its cause. *o:ever+ it is interesting to note that 2oth 5inds o' &ocation a&so have the ,otentia& to ,rovide a strong ,otentia& 'or dramatic &andsca,es and 2ac5dro,s+ and emotiona& resonance &in5ed to the story.
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2e de,icted in very a,,ea&ing :ays+ there2y contri2uting to a ,otentia& tourist1s desire to visit the 6K and 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 contri2uted to this 1/ritish1 2rand+ 'rom the 4ames %ond 'i&ms to The Full $ont"# 2ut in recent times ,ro2a2&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&o2a& audience :ith a ,ositive+ humorous and endearing vie: o' the 6K and /ritishness+ these 'i&ms have ,ossi2&y done more to ,romote the 6K in genera& as a tourist destination than any other screen ,roducts. "urthermore+ they have created an a:areness o' /ritish cu&ture :hich other 'i&ms and ,rogrammes have 2een a2&e to 2ui&d on+ ,resenting an a&ternative+ sometimes grittier or dar5er side o' the 6K. /ecause this 12randing1 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 num2ers. *o:ever+ SPI considers it &i5e&y that much o' the im,act o' this 5ind o' tourism :ou&d 2e seen in )ondon+ the most ,o,u&ar tourist destination in the 6K and a city :here many o' these 'i&ms have 2een set. 6n'ortunate&y+ many o' the s,eci'ic sites associated :ith case studies made in )ondon :ere non(gated+ ma5ing it di''icu&t to measure Iuantitative&y the change in visitor num2ers to s,eci'ic &ocations 2ut there is am,&e anecdota& evidence to suggest that visitor interest to s,eci'ic &ocations driven 2y 'i&ms such as )otting Hill is very strong.
2+**
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+ 2ui&ding u, a 12an51 o' 2road images and im,ressions a2out the 6K :hich are on&y indirect&y re&ated to the screen ,roduct itse&'. This means that genera& tourists to the 6K are &i5e&y to 2e in'&uenced to visit to some extent 2y :hat they have seen on screen+ :ithout necessari&y 2eing 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 6K as a destination and continues to 'eed a genera&ised ,erce,tion o' the 6K 'or tourists. The case studies indicate that the ,&aces :hich 2ene'it most stri5ing&y and &asting&y 'rom the tourism e''ect are o'ten associated &ocations+ rather than shooting &ocations. "or exam,&e+ 'or historica& 'i&ms &i5e %raveheart and $rs %rown# visitor num2ers increased at sites associated :ith the historica& characters , regard&ess o' :hether those sites 'eatured in the 'i&m itse&'. Screen ,roducts :hich are 2ased on ma?or :or5s o' &iterature+ such as 2oth the 'i&m and te&evision versions o' Pride and Prejudice# sho:ed an increase in visitor interest at sites associated :ith Eane Austen. "urthermore+ the romantic comedy genre can create a ,ositive association :ith a destination+ :hich cou&d 2e 2road&y the 6K or more narro:&y a &ocation 2ac5dro, such as )ondon+ the e''ect o' :hich is seen in overa&& visitor num2ers 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 <its history+ &andsca,e+ socia& character+ etc=+ rather than sim,&y motivating an interest on&y in the 'i&mC,rogramme itse&'. /ecause these 'eatures :i&& continue to exist and 2e accessi2&e :e&& 2eyond the &i'es,an o' the ma?ority o' 'i&ms and ,rogrammes+ the case studies indicate that it is the e''ects o' this 2roader a:areness(raising that has the strongest and most &ong(&asting im,act. 8&s2erg>SPI 2#
August 2007
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9udget*%
9rand Association
R( *istorica&
Studio< 1ndie
Studio
Associated Sites=
Kes
/raveheart
*igh <S$ m=
@a 9inci %ode
*igh <S12$m=
RRR ( )iterary
Studio
S217m
3ost&y rea&
Kes
*arry Potter
Studio
S8##m ( S07$m
/oth
Kes
Indie
S$.8m
7o Kes
RR ( Four Indie 'or Studio S - m Weddings <4or5ing Tit&e= 'i&mma5ing team RR ( )iterary Indie 'or Studio S8-m <4or5ing Tit&e= 7CA
Pride N !omanceC Pre?udice <'i&m= @rama !ic5 Stein /a&amory @ocumentaryC )i'esty&e %hi&drens
RRR
3edium <S28m=
"ictiona&
Kes
RR R RR
RR ( /oo5s+ etc
mi&&ion vie:ers !ura&C 9i&&ageC !ea& )andsca,es 2 mi&&ion vie:ers !ura&C 9i&&ageC "ictiona& )andsca,es 0 mi&&ion vie:ers !ura&C 9i&&ageC "ictiona& <2##2= )andsca,es
Kes 7o 7o
12 A&& 'i&m 2udget in'ormation has 2een ta5en 'rom the Internet 3ovie @ata2ase.
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August 2007
4+
4+*
Eight o' the case studies :ere 'i&med in the East o' Eng&and region. These :ere; Four Weddings and a Funeral /os.ord Par' Harr" Potter &ha'es(eare in ove A ,oc' and %ull &tor" *ad8s Arm" 7astenders Fo"les War 4hi&e there is variation 2et:een ,articu&ar &ocations used in these case studies as to :hether a tourism im,act :as 'e&t or not B o'ten re&ated to the 5ind o' &ocation and the 5ind o' screen ,roduct B it is noticea2&e that very 'e: o' these ,roductions actua&&y have the setting o' the East o' Eng&and as an im,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 in the characters1 deve&o,ment or ex,eriences. "or the East o' Eng&and to esta2&ish a greater a ,resence as a destination 'or screen tourism+ it shou&d consider encouraging more ,roductions :hich are set in an identi'ia2&e East o' Eng&and setting+ 2ased on ,erha,s &oca& characters or stories :hich esta2&ish an emotiona& &in5 2et:een the audience and the ,&ace itse&'.
4+%
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 < Prejudice is argua2&y one o' the most com,rehensive and success'u& o' recent times. The region :as 2randed as 1 Pride < Prejudice %ountry1+ and the initiative sa: screen and tourism agencies :or5ing together to maximise the area1s ex,osure through the 'i&m. This co&&a2oration is certain&y something to 2e 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 2oth o' the 'orms o' &andsca,e identi'ied as most &i5e&y to create a tourism dra: B historic+ state&y homes and rura&Cvi&&age &andsca,es+ so there is su2stantia& ,otentia& 'or more success'u& screen tourism ,ro?ects in the East 3id&ands. 8' course+ these characteristics have &ong 2een a dra: 'or a&& 5inds o' tourists+ and the Pea5 @istrict is a&ready a ,o,u&ar destination. 8&s2erg>SPI 24
August 2007
%onsideration must there'ore 2e 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 and A ,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 ,ro2a2&y a resu&t o' the some:hat grittier tone o' the 'ormer+ and the &ac5 o' emotiona& resonance <and c&ear&y identi'ia2&e &ocations= in the &atter+ since the case studies have sur'aced the 'act that u,&i'ting+ story and character(driven dramatic narratives are more &i5e&y to create a tourism im,act.
4+2
!ecent 'i&ms 'eaturing the ca,ita& city have 2een set in historica& ,eriods <Finding )everland# 'or exam,&e= 2ut those set in modern times have sti&& 'eatured the historic 2ui&dings andCor traditiona& customs o' the ca,ita&. %ridget 4ones: *iar"# $atch Point and ove Actuall" have succeeded in im,&ying that :hi&e )ondon is a cu&tura& and heritage destination as :e&& as a commercia& ca,ita& it is a&so a vi2rant modern city :ith a rich mix o' ,ersona&ities and &i'esty&es+ ,o,u&ar :ith domestic as :e&& as in2ound tourists. The ce&e2rity endorsement o' )ondon as a destination a&so enhances its image 'or domestic tourists. %ase Studies :hich 'i&med in )ondon :ere numerous+ inc&uding; %end it i'e %ec'ham %ride < Prejudice ,loser The *a +inci ,ode Four Weddings and a Funeral Fo"le:s War /os.ord Par' Ka!hi Kushi Ka!hie /ham Harr" Potter )otting Hill $atch Point &ha'es(eare in ove Trains(otting The World is not 7nough A!solutel" Fa!ulous This &arge num2er o' screen ,roducts+ and the incredi2&e variety o' genres+ re'&ects the incredi2&e diversity o' )ondon as a 'i&ming &ocation. It a&so re'&ects the city1s a2i&ity to ,rovide iconic 2ac5dro,s 'or /ritish screen ,roducts. )ondon+ is the ,rimary destination 'or visitors to the 6K in genera&+ is the most &i5e&y to 2ene'it 'rom the :ider 12randing1 o' the 6K :hich ta5es ,&ace in screen ,roducts. This 1/ritish1 2randing creates a ,ositive im,ression o' the 6K1s ,eo,&e+ society and atmos,here+ :ithout tying these to ,articu&ar sites or &ocations. A &arge num2er o' tourists :ho are in'&uenced to visit the 6K 2y screen ,roducts are &oo5ing to ex,erience the 6K and its ,eo,&e in a genera& :ay+ and may not even 2e a:are o' 2eing in'&uenced 2y a ,articu&ar 'i&m or ,rogramme. 3any o' these visitors :i&& 2e 'ound in )ondon+ 2ut not necessari&y at 'i&ming &ocations B as exem,&i'ied 2y %end it i'e %ec'ham+ :hich certain&y raised the ,ro'i&e o' the 6K :ithout an im,act 2eing visi2&e at ,roduction &ocations. 8&s2erg>SPI 2$
August 2007
4here there is evidence in )ondon that a screen ,roduct has driven visitors to ,articu&ar &ocations+ it is interesting to note that+ in 2oth cases+ the ,&ace itse&' ,&ays a 5ey ro&e in the story B ta5ing the tit&e ro&e in the case o' )otting Hill and+ in the case o' *arvey 7icho&s in A!solutel" Fa!ulous+ e,itomising the &i'esty&e :hich &ies at the heart o' the series.
4+4
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 %raveheart undou2ted&y had a ,ro'ound im,act on 2randing and a:areness o' Scot&and as a destination+ and the e''ects are sti&& 2eing 'e&t in associated sites around Stir&ing many years a'ter the 'i&m1s re&ease. It is a :e&& 5no:n industry 'act that some o' the 'i&ming too5 ,&ace in Ire&and. *o:ever+ a,,roximate&y t:o thirds o' the 'i&ming actua&&y too5 ,&ace in Scot&and. EIua&&y+ ocal Hero+ %alamor" and $onarch o. the /len have a&& had a su2stantia& and measura2&e tourism im,act on the &ocations used in the ,roductions+ to a much greater extent than many o' the other case studies ana&ysed. Harr" Potter and The *a +inci ,ode are among the most mar5eted 2oo5s 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 :hich might 2e associated :ith the story B the 4i&&iam 4a&&ace 3onument 'or %raveheart+ Pennan 'or ocal Hero and To2ermory 'or %alamor". It can 2e argued <:ith the ,ossi2&e exce,tion o' Harr" Potter- that every sing&e one o' these Scottish case studies ,resent a strong and unmista5ea2&e Scottish identity to the audiences+ this :ider 12randing1 o' a country1s identity through screen ,roducts is more &i5e&y to have an im,act on a destination :hich tourists :ou&d visit 'irst and 'oremost+ such as )ondon.
4+5
%ase studies 'i&med in the South 4est inc&ude; Harr" Potter $rs %rown Pride < Prejudice The Truth A!out ove *oc $artin 0ic' &tein 0osamunde Pilcher Ada(tations The South 4est has 'or many years attracted tourists :ith many o' the same 'eatures :hich ma5e it an a,,ea&ing ,roduction &ocation+ such as dramatic &andsca,es and seasca,es. 3any o' the ,roductions
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August 2007
made there ana&ysed in the case studies :ere success'u& at inducing tourism+ though not necessari&y to the South 4est. Pro2a2&y this is a resu&t o' the 'act that these are not identi'ia2&y set in the South 4est B there is &itt&e reason to associate Harr" Potter or Pride < Prejudice :ith the region. 8n the other hand+ t:o o' the case studies are noticea2&e 'or the im,act they have had s,eci'ica&&y in that region+ and it is those t:o B 0ic' &tein and 0osamunde Pilcher B :hich are very much set in the region. @es,ite the 'act that one o' these is a documentary 'ormat+ neverthe&ess the emotiona& resonance 'or audiences :ith the actua& ,&ace is very strong.
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August 2007
5+
5+*
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August 2007
,roducersCdistri2utors o' the screen ,roduct+ individua& &ocations+ ,rivate tourism com,anies+ other tourism agencies or the ,ress. The initiatives in this category inc&ude; !ovie !aps and Factsheets B 3ovie ma,s are increasing&y ,o,u&ar+ and have 2een ,roved to 2e one o' the most cost(e''ective 'orms o' tourism mar5eting 1 . 7ot on&y can these uti&ise the 2randing o' the 'i&ms+ 2ut can ,oint tourists to s,eci'ic sites <rather than to a genera& &oca&ity=+ many o' :hich may not 2e on the regu&ar tourist trai&. >$> 1nserts B some 'i&m distri2utors :i&& agree to @9@s inc&uding inserts :hich mar5et &ocations associated :ith the 'i&m. Again+ this ta5es advantage o' the ,articu&ar 2randing o' the 'i&m and esta2&ished a direct re&ationshi, :ith the audience o' the 'i&mC,rogramme. *o:ever+ such dea&s must 2e negotiated :ith distri2utors very ear&y on. "e(sites B :hether :e2sites 2ased on the 'i&m+ individua& &ocations+ or a geogra,hica& area+ these ,rovide a cost(e''ective and easy :ay to de&iver in'ormation a2out s,eci'ic sites to visit in association :ith a 'i&m or ,rogramme. Press Coverage B a 5ey :ay to ensure a:areness o' the s,eci'ic &ocations used in a 'i&m is created among the 2roader ,u2&ic is to :or5 :ith ?ourna&ists covering the 'i&m+ to encourage mentions o' 'i&ming &ocations. 1ndividual #ocation Promotion @ rights 'or the individua& &ocations used in a 'i&m+ such as state&y homes+ to ,romote their association :ith the 'i&m must 2e negotiated ear&y in the re&ationshi, :ith the ,roducer andCor distri2utor. The di''erence in im,act on &ocations 2et:een those :hich :ere given ,ermission to mar5et themse&ves as Harr" Potter &ocations+ and those :hich :ere not+ sho:s ho: im,ortant this is. #ocal 9randing B as :e&& as ,ointing tourists to s,eci'ic houses and tourist sites associated :ith a 'i&m or ,rogramme+ many geogra,hic &oca&ities have used a success'u& 'i&m to 2rand an entire area+ 'or exam,&es as %raveheart %ountry+ or Pride and Prejudice %ountry. This creates a 1hoo51 to interest tourists in a &oca&ity+ a'ter :hich more detai&ed in'ormation a2out s,eci'ic sites and &ocations can 2e given.
8&s2erg>SPI
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such initiatives is that they can easi&y 2e timed to coincide :ith di''erent moments in the &i'ecyc&e o' the 'i&mC,rogramme+ such as the @9@ re&ease.
5+%
The initiatives descri2ed a2ove can 2e 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(2y(case 2asis+ and :ou&d de,end on the 5ind o' screen ,roduct <genre+ 'i&mCte&evision=D the timing o' the cam,aign <e.g. is it a ne: re&ease or 2ui&ding a &ong(term cam,aign on an esta2&ished successJ=D the &imitations o' any rights dea&s :hich have 2een negotiatedD the &eve& o' investment avai&a2&eD the target mar5etD and many other issues. *o:ever+ SPI has ,rovided 2e&o: a 2road ana&ysis o' the success 'actors+ and initiatives used 'or the nine case studies identi'ied as most success'u& 'rom a tourism ,ers,ective in Section $+ in order to give an indication o' ho: ,articu&ar cam,aigns might 2e sha,ed around di''erent 5inds o' screen ,roduct.
8&s2erg>SPI
August 2007
Ta(le **
Title
%raveheart
Stir&ing Premiere Press coverage Stir&ing 2randing cam,aign 4e2sites Itinerary Promotion 2y individua& &ocations Private tours Events+ e.g. %inema and Te&evision /enevo&ent "undAs F/raveheart %ha&&engeA 3ar5etingCadvertising cam,aign Events+ e.g. FEoin The OuestA Eurostar cam,aign FSee5 the TruthA 9isit/ritain trai& Accommodation tie(ins and dea&s 9isitScot&and Itineraries Tie(in 'i&m on !oss&yn %ha,e& <9isitScot&and= 4a&5ing tours+ ,rivate tours Press coverage .uide 2oo5s Promotion 2y individua& &ocations 3ovie 3a, 4e2sites 9ideo 7e:s !e&ease F/ehind the scenesA T9 ,rogrammes Inde,endent ,rivate tours Promotion 2y individua& &ocations Press coverage
*a +inci ,ode
Harr" Potter
8&s2erg>SPI
How Film and Television Programmes Promote Tourism in the UK Title STR,?7 ?ARRAT1$ = H17H $1S191#1TA= UP#1FT1?7 T,? = "1> R .9RA?>.= H1ST,R1C< RURA# #,CAT1,?S= R,# ,F .P#AC . 1? ST,RA= T,UR1S! 1?1T1AT1$ S
August 2007
ocal Hero
3ovie 3a, 9isitScot&and itinerary )oca& tourism :e2sites Press coverage Inde,endent ,romotion 2y &ocations Inde,endent ,rivate tours 4e2sites 3ovie 3a, .uided Tours Promotion 2y individua& &ocations @9@ extras 4e2sites Press coverage FPride and Pre?udiceA %ountry re2randing @9@ insert %hats:orth ,remiere 4e2sites Itineraries Private tours Press coverage Promotion 2y individua& &ocations
)otting Hill
0ic' &tein
4e2sites %e&e2rity ,romotion o' destinations FPass,ort to Padsto:A scheme Press coverage To2ermory+ 9isitScot&and &ocations ma, )oca& tours+ merchandise+ etc 4e2sites Press coverage
%alamor"
8&s2erg>SPI
How Film and Television Programmes Promote Tourism in the UK Title STR,?7 ?ARRAT1$ = H17H $1S191#1TA= UP#1FT1?7 T,? = "1> R .9RA?>.= H1ST,R1C< RURA# #,CAT1,?S= R,# ,F .P#AC . 1? ST,RA= T,UR1S! 1?1T1AT1$ S
August 2007
F3onarch %ountryA re2randing Scot&and in "i&m and T9 itinerary Promotions 2y the cast Promotion 2y individua& &ocation Press coverage 4e2sites
8&s2erg>SPI
August 2007
5+2
Con)licting Timescales
Identi'ying the right ,ro?ects around :hich to 2ui&d tourism mar5eting initiatives is on&y one hurd&e :hich tourism agencies must overcome. 6nder&ying the re&ationshi, 2et:een the audiovisua& and tourism sectors is the ,ro2&em o' timing+ ,articu&ar&y in re&ation to 'unding decisions. "or most tourism agencies+ 'unding is a&&ocated 'or individua& cam,aigns and initiatives on a &ong(term 2asis+ :e&& in advance o' the initiative itse&'. It is extreme&y di''icu&t 'or these organisations to react Iuic5&y :ith &arge(sca&e investments to ne: o,,ortunities that emerge unex,ected&y during the course o' the 'unding year <a&though sma&&er(sca&e reactions+ such as ,ress re&eases etc are o' course ,ossi2&e=. In the screen industries+ converse&y+ and ,articu&ar&y in 'i&m rather than te&evision+ the &ead(time is much shorter. 4hi&e a 'i&m may s,end years 2eing 1deve&o,ed1+ 'ina& decisions a2out 5ey ta&ent+ &ocations and shooting schedu&es are 'reIuent&y not made unti& the very &ast moment. "urthermore+ the sca&e+ duration+ timing and geogra,hic reach o' a 'i&m1s distri2ution may not 2e decided unti& :e&& a'ter ,roduction has 2een 'inished+ ma5ing it im,ossi2&e 'or a tourism agency to accurate&y tai&or initiatives around a 'i&m1s commercia& ex,&oitation once it has 2ecome a:are that ,roduction is ta5ing ,&ace in its &oca&ity. "ina&&y+ in most cases it is extreme&y di''icu&t to ,redict in advance :hich ,ro?ects :i&& 2e success'u&+ and :hich :i&& sin5 :ithout any im,act+ un&ess the ,ro?ect is o' unusua&&y high ,ro'i&e and is guaranteed to 2e high visi2i&ity+ such as The *a +inci ,ode. This ma5es any &arge(sca&e investment 2y a tourism agency in advance an extreme&y high ris5 strategy.
5+4
Relationship 9uilding
Another issue 'acing tourism agencies is that the ,roduction ,hase o' 'i&mma5ing is+ in genera&+ hand&ed and underta5en 2y di''erent individua&s+ and in the inde,endent sector 2y di''erent com,anies+ 'rom the distri2ution ,hase. "i&ms emanating 'rom the studio system :i&& 2e ,roduced <i.e. 'i&med and edited= 2y one team+ then ,assed on to mar5eting and distri2ution s,ecia&ists+ 'or ex,&oitation in di''erent territories around the :or&d. Inde,endent 'i&ms :i&& 2e made 2y the ,roducer+ then so&d to di''erent distri2ution com,anies in each di''erent territory+ each o' :hich :i&& 2e res,onsi2&e 'or the 'i&m1s re&ease and mar5eting in each country. This means that re&ationshi,s 2ui&t 2et:een ,u2&ic agencies <e.g. tourism 2odies= and a 'i&m1s ,roducer :hi&e 'i&ming is ta5ing ,&ace is no guarantee that the agency :i&& have access to ex,&oitation rights o' the 'i&m1s 2rand+ or :i&& 2e a2&e to create co(ordinated mar5eting strategies around a 'i&m1s internationa& re&ease.
5+5
The di''erence in &ead(in times o' tourism mar5eting cam,aigns and initiatives+ and 'i&m ,roduction and distri2ution ,atterns+ has 2een ex,&ained a2ove. It is essentia& that the 5ey sta5eho&ders+ inc&uding screen agencies+ tourism agencies+ &oca& authorities+ &ocations and visitor attractions <:hether used in a 'i&m or those that have an association :ith the su2?ect o' the 'i&m=+ understand the im,ortance o' entering into negotiations 'or mar5eting rights as ear&y as ,ossi2&e. There are a num2er o' 5ey ,ressure ,oints in the &i'e o' a 'i&m ,ro?ect+ 'rom the ince,tion o' the idea+ through its deve&o,ment+ ,roduction+ 'inancing and distri2ution+ :hen interventions and negotiations might ta5e ,&ace. 8&s2erg>SPI 4
August 2007
"or individua& &ocations+ tourism agencies and commercia& tour com,anies+ the a2i&ity to negotiate 'or rights to mar5eting :i&& vary at di''erent times in this ,rocess+ 2ut on the :ho&e actua& &ocations and &oca&ities must get in ear&y+ ,re'era2&y at the time :hen &ocation 'ees are 2eing decided+ i' they are to maximise the o,,ortunity. 4aiting unti& a'ter shooting has 'inished+ andCor a 'i&m is 2eing distri2uted+ :i&& ,rovide the &ocations :ith very &itt&e 2argaining ,o:er. The diagram 2e&o: sho:s ho: the di''erent F,ressure ,ointsA 'or intervention to maximise screen tourism might 2e 'ound at s,eci'ic ,hases o' the ,rocess o' ma5ing a 'i&m. It sho:s that ,ro2a2&y the ear&iest ,oint at :hich a 'i&m or tourism agency+ or other entities+ might intervene to deve&o, screen tourism :ou&d 2e during a 'i&mAs scri,t deve&o,ment. I'+ 'or exam,&e+ a tourism agency discovered that a 'i&m :as 2eing deve&o,ed a2out a 'amous &oca& character or author+ this cou&d 2e an o,,ortunity to commence discussions a2out ,ossi2&e :ays o' encouraging tourism shou&d the 'i&m achieve distri2ution.
Starts here=
,ptimal=
nds here=
The 1dea
Creative 1nput
Financing
Post/ Production
Ancillary Releases
>evelopment
#ocation Selection
Production
The o,tima& ,hases during :hich the negotiating ,osition o' a &ocation or tourism agency might 2e strongest occurs 'rom the &ocation se&ection ,hase through to the 'inancing. 3ar5eting rights+ as :e&& as &ocation 'ees+ shou&d 2e a standard e&ement o' any agreement 2et:een a &ocation and ,roduction+ ,articu&ar&y :here that &ocation is ,u2&ic&y o:ned. 8nce the ,roduction ,hase ends and a 'i&m moves into ,ost(,roduction+ the a2i&ity to negotiate 'or rights 2egins to disa,,ear.
8&s2erg>SPI
August 2007
5+8
The evidence 'rom the case studies indicates that 'i&m and te&evision can 2e very e''ective in 2ringing tourists to areas :hich other:ise :ou&d have received 'e: or no tourists. The im,act o' 'i&ms &i5e ocal Hero and te&evision ,rogrammes &i5e %alamor" sho:s that even remote+ rura& vi&&ages can receive huge num2ers o' visitors ,ure&y as a resu&t o' 2eing used as a &ocation. At the same time+ a connection :ith a success'u& 'i&m B i' mar5eted correct&y B can have a su2stantia& and noticea2&e im,act on &ess ,o,u&ar visitor attractions+ such as state&y homes+ or those in areas :hich are not ma?or tourist destinations. These &ocations :hich do a,,ear to have en?oyed a noticea2&e tourism im,act as a direct resu&t o' a 'i&m or te&evision ,rogramme are in many cases in ,arts o' the 6K not norma&&y on the ,rimary tourist route. A 'irst visitor to the 6K :i&& most ,ro2a2&y visit )ondon+ and a sma&& num2er o' additiona& destinations are a&so high u, on the 1must see1 &ist 'or 'irst(time tourists. /ut visitors to the 6K 'or a second or third time are &i5e&y to &oo5 'urther a'ie&d to more unusua& areas+ and it is 'or these 5inds o' visitors that a 'i&m or ,rogramme can 2e the deciding 'actor in ta5ing them+ 'or exam,&e+ to ,articu&ar counties andCor sites. *o:ever+ in some cases tourism resu&ting 'rom 'i&m and te&evision is not a&:ays :e&comed 2y the community :hich must :ithstand it. 4hi&e in most cases there can 2e su2stantia& economic 2ene'its+ this does not necessari&y ha,,en B 'or exam,&e+ :hen the area o' interest is not gated and does not have any sho,s+ restaurants or hote&s+ such as in very rura& areas+ there is no:here to s,end money and there'ore an economic 2ene'it is not 'e&t. Even :here there is the ,otentia& to s,end money+ some &oca& communities might resent a sudden mass in'&ux o' visitors B as ha,,ened in To2ermory+ the &ocation used 'or %alamor". Such cases need care'u& management and advance ,&anning i' re&ationshi,s 2et:een communities and the ,roduction community are to 2e maintained B ,articu&ar&y i' the screen ,roduct re&ates to a te&evision ,rogramme :hich may :ish to return to the same &ocation 'or 'uture 'i&ming. Tourism agencies+ there'ore+ need to :or5 :ith &oca& communities and commercia& tourism com,anies to assess and ta5e into consideration :here and ho: screen tourism might 2e considered to 2e negative. *o:ever+ this must 2e 2a&anced :ith the need to manage the e''ects o' screen tourism+ :hich may occur s,ontaneous&y and :ithout the invo&vement o' the &oca& tourism agency. Ensuring that ,re,arations are made to ,rovide a,,ro,riate 'aci&ities and guidance to areas :hich may not 2e adeIuate&y eIui,,ed to dea& :ith tourism is there'ore a&so essentia&.
8&s2erg>SPI
August 2007
8+
Recommendations
SPIAs recommendations 'or deve&o,ing and maximising the im,acts o' screen tourism are; to esta2&ish a 6K Screen Tourism Strategy .rou, to ,u2&ish a Too&5it 'or Intervention 'or interested ,arties to esta2&ish the im,ortance o' 'i&m cre:s <as 2usiness visitors= 'or the tourism sector to create a Screen Tourism Trac5ing 82servatory to conduct a 'u&& economic study on the va&ue o' 'i&m and te&evision(induced tourism to the 6K economy to ensure that ,u2&ic 'unding 'or 'i&m is de&ivered :ith consideration to screen tourism to create a s,ecia& /o&&y:ood Tourism Strategy
8+*
A 5ey 'inding 'rom this study is that+ :ith a&& the demonstrated 2ene'its o' 'i&m(induced tourism+ stronger strategic re&ationshi,s are reIuired+ on an ongoing 2asis+ i' these 2ene'its are to 2e encouraged and maximised. This shou&d 2e achieved through the 'ormation o' a high(&eve& Screen Tourism Strategy .rou,+ re,resenting the :ho&e o' the 6K+ :hich :ou&d act as the 2asis 'or a 2road net:or5 o' re&evant 2odies and sta5eho&ders o,erating at a more &oca& &eve& 2oth in the screen and tourism sectors. The Strategy .rou, :ou&d have t:o 5ey aims. "irst&y+ to create and im,&ement a ne: strategy 'or encouraging Screen Tourism to and :ithin the 6K. Second&y+ to ensure that re&evant in'ormation+ advice and action ,oints are disseminated do:n to su2sidiary 2odies and that a,,ro,riate re&ationshi,s are deve&o,ed 2et:een ,u2&ic and ,rivate sector entities. The current study has demonstrated that the range o' organisations invo&ved in screen tourism is very :ide+ and inc&udes tourism agencies <&oca&+ regiona& and nationa&=+ screen agencies+ 2roadcasters+ ,roducers+ distri2utors+ sa&es agents+ &ocations+ visitor attractions and commercia& tourism o,erations+ inc&uding accommodation+ trans,ort and tour com,anies. As this &ist indicates+ screen tourism rea&&y is an area :hich invo&ves and a''ects 2oth ,u2&ic and ,rivate entities in 2oth the 'i&m and tourism sectors. %urrent&y re&ationshi,s 2et:een these entities on&y ta5e ,&ace on an ad hoc 2asis. "urthermore+ di''erences in 2usiness ,ractices and in some cases a &ac5 o' a:areness o' ,ractices in each o' the sectors+ can create o2stac&es to co&&a2oration. There is there'ore a need to create a net:or5+ to 2ring a&& o' these sectors together to ena2&e and generate greater understanding o' the di''erent 2usiness issues and com,&exities invo&ved 'or each in generating screen tourism. The 5ey re&ationshi,s to 2e encouraged at the outset are 2et:een the ,u2&ic sector agencies o,erating in the audiovisua& and tourism sectors <as it is 'rom these that ,o&icy and strategy can 2e originated=. The Screen Tourism Strategy .rou, shou&d there'ore consist o' senior re,resentatives o' Screen and Tourism Agencies+ as :e&& as other government and trade 2odies+ :ho shou&d meet regu&ar&y <,erha,s Iuarter&y= to discuss issues re&ated to Screen Tourism. Any in'ormation+ 'indings andCor decisions can then 2e disseminated to su2sidiary organisations and contacts. The 5inds o' issues :hich the Strategy .rou, cou&d address inc&ude; /est ,ractice in using screen ,roducts to mar5et &ocations and in negotiating mar5eting rights 'rom ,roductions 8&s2erg>SPI 7
August 2007
Identi'ying s,eci'ic mar5ets andCor territories 'or screen tourism mar5eting cam,aigns %reating nationa& screen tourism cam,aigns around s,eci'ic 'i&ms or ,rogrammes @ata gathering 'rom visiting ,roductions Agreeing terms 'or ,u2&ic 'unding to maximise screen tourism 8rganising events on screen tourism to raise a:areness and encourage re&ationshi,s 2et:een ,ractitioners Identi'ication o' the most tourism(e''ective screen ,roducts 6sing tourism ,otentia& as a means o' 'aci&itating &ocation access 'or screen ,roducers %o(ordinating tourism ,romotion :ith the internationa& distri2ution o' the screen ,roduct "aci&itating the o,tima& timing o' screen tourism negotiations Pre,aring communities 'or unex,ected screen tourism
A Screen "i&m Tourism )iaison .rou, current&y exists in Scot&and+ invo&ving re,resentatives o' some o' the ,u2&ic sector grou,s &isted a2ove. A&though it has not met 'or the ,ast year+ ,revious&y it met Iuarter&y to discuss issues re&ating to 'i&m and te&evision tourism and to share in'ormation. This 'orum ena2&ed ,artici,ating organisations to share inte&&igence on ,roductions+ 'i&ming and re&ease dates+ and this 'unction has continued through te&e,hone or emai& communication even :hi&e meetings have not ta5en ,&ace. It has 2een 'e&t to 2e a very use'u&+ success'u& initiative :hich has 5e,t the issue o' screen tourism on the agenda in Scot&and 2oth 'or the tourism sector and the audiovisua& sector. The ,ur,ose o' the Screen Tourism Strategy .rou, recommended here :ou&d not 2e to discuss individua& 'i&m ,ro?ects+ 2ut instead to share ideas+ sur'ace ,ro2&ems+ and suggest mode&s 'or the di''erent sta5eho&ders and agencies to :or5 together. 3inutes o' meetings shou&d 2e circu&ated to a&& re&evant su2sidiary entities in order to ensure that emerging ideas are dis,ersed and can 2e used as :ide&y as ,ossi2&e. SPI 2e&ieves that+ given the recent and increasing ,rominence o' and interest in screen tourism current&y 2eing seen+ such an initiative :ou&d generate a &ot o' interest and ho,e'u&&y attract a &arge num2er o' :i&&ing ,artici,ants. /y esta2&ishing a structure o' regu&ar meetings and communication+ ,ro2&ems can 2e tac5&ed+ and ,artnershi,s created+ in a more strategic manner than current&y ta5es ,&ace.
8+%
In addition to creating a 6K Screen Tourism Strategy .rou,+ SPI a&so recommends that a Too&5it 'or Intervention shou&d 2e commissioned and ,u2&ished. This :ou&d in e''ect 2e a hand2oo5+ 'or use 2y tourism and 'i&m ,ro'essiona&s+ giving concrete advice on ho:+ :hen and :ith :hom to intervene+ to maximise the tourism 2ene'it o' a 'i&m or te&evision ,rogramme 2eing made in or a2out a &oca&ity. Though this is not an exhaustive &ist+ to,ics to 2e addressed in the Too&5it might inc&ude; timing o' negotiations+ interventions and initiatives 5ey issues to consider :hen negotiating :ith *o&&y:ood studios+ as against inde,endent 'i&mma5ers and te&evision ,roducers ho: other sta5eho&ders and ,&ayers in the 'i&m industry+ such as sa&es agents+ might ,rovide va&ua2&e dia&ogue ,artners ho: to create regu&ar streams o' communication+ ,articu&ar&y 2et:een ,u2&ic sector screen and tourism agencies+ a2out u,coming ,ro?ects so that a&& screen tourism o,,ortunities can 2e ex,&oited in good time ho: to assess the tourism ,otentia& o' 'i&m and te&evision ,ro?ects ho: to ensure that community re&ations are not damaged 2y the tourism im,act o' 'i&ms and te&evision ,rogrammes 8&s2erg>SPI 8
August 2007
:hat 5inds o' mar5eting initiatives might 2e o' most va&ue 'or di''erent 5inds o' screen ,roducts ho: to maximise the tourism e''ect over a &ong(term ,eriod
The Too&5it cou&d 2e u,dated on a 'air&y regu&ar 2asis+ and cou&d inc&ude 5ey contacts as :e&& as case studies o' recent screen ,ro?ects :hich have 2een used success'u&&y 'or a tourism e''ect.
8+2
Another as,ect o' screen tourism :hich has received very &itt&e attention+ :hich SPI 2e&ieves shou&d 2e ta5en more serious&y 2y tourism agencies in ,articu&ar+ is the economic im,act o' 2usiness visitors in the 'orm o' cast and cre: o' visiting ,roductions. In many ,&aces+ a &oca& tourism agency :i&& su2sidise the accommodation or other costs o' 2usiness visitors coming to a &ocation 'or a convention or con'erence+ as a :ay o' attracting those events to the area. *o:ever+ such visitors on&y remain in the area 'or a 'e: days in most cases. "i&m cre:s+ on the other hand+ :i&& o'ten come to an area 'or many :ee5s at a time+ hiring &arge num2ers o' hote& rooms and other 'orms o' accommodation+ eating in &oca& restaurants. As &ong(term visitors+ a much greater ,ro,ortion o' the cre:sA income is &i5e&y to 2e s,ent in the &oca& area than a short(term 2usiness visitor. "urthermore+ having 2ecome so 'ami&iar :ith an area+ 'i&m cre: mem2ers :i&& o'ten return on a regu&ar 2asis 'or ,&easure+ and can 2ecome strong advocates 'or a tourist &ocation. !egiona& Screen Agencies co&&ect ,roduction s,end in'ormation to ca,ture economic im,act. In order to 2etter understand and to measure the economic im,act o' 'i&m cre:s+ s,eci'ica&&y as 2usiness tourists+ it :ou&d 2e use'u& to a&so co&&ect detai&ed data 'rom the tourism sector1s ,ers,ective. Screen and tourism agencies shou&d co&&a2orate 'urther in order to ca,ture the data in the most use'u& 'ashion 'or 2oth sectors and :or5 together to assess the economic im,act. The reIuest 'or use'u& data cou&d 2e incor,orated in di''erent existing a,,&ication 'orms. A,,&ications 'or 'unding+ :hether 'rom the screen or tourism sector+ as :e&& as 'or use o' ,u2&ic &ocations such as 7ationa& Trust ,ro,erties+ shou&d 2e su2mitted :ith an o2&igatory detai&ed assessment o' the &oca& s,end o' the ,roduction in terms o' accommodation and ,er diems. Such in'ormation :as co&&ected :ith some success and use'u&ness 2y Pen:ith %ounci& in %orn:a&&+ in re&ation to 'ive 0osamunde Pilcher ada,tations. "i&m agencies have &ong recognised the economic im,act o' 'i&m ,roduction. Its va&ue to the tourism sector+ ho:ever+ shou&d a&so 2e ac5no:&edged and understood+ and 'unding made avai&a2&e 'rom the tourism sector :here ,ossi2&e to su,,ort and encourage these 2usiness visitors 'rom the audiovisua& sector.
8+4
The creation o' a Trac5ing 82servatory+ to maintain a data2ase o' visitor 'igures at &ocations used in 'i&ms and te&evision ,rogrammes+ is a&so recommended. This :ou&d ,rovide a 'reIuent&y u,dated resource :hich cou&d 2e used to ma5e arguments+ :here needed+ 'or 'unding o' screen tourism initiatives. 7atura&&y+ such data can on&y 2e co&&ected at gated sites+ 2ut :ou&d 2e a va&ua2&e :ay to u,date the in'ormation co&&ected in this re,ort.
8&s2erg>SPI
August 2007
The 82servatory cou&d a&so gather inte&&igence on screen tourism initiatives and esta2&ish 2est ,ractice on an ongoing 2asis. "urthermore+ it cou&d 2e a rece,tac&e 'or data on the economic im,act o' 'i&ming co&&ected 2y &ocations and organisations such as the 7ationa& Trust.
8+5
The Trac5ing 82servatory :ou&d trac5 visitation num2ers on an on(going 2asis. *o:ever+ there is a&so a need 'or sta5eho&der agencies to conduct a one(o'' 'u&& economic ma, o' the va&ue o' screen tourism to the 6K. To date this ,recise and im,ortant tas5 remains to 2e rea&ised. In 2##$+ 8x'ord Economic "orecasting suggested that screen tourism cou&d 2e :orth Q2.- 2i&&ion to the 6K economy. It :as suggested that 2oth 'i&m and te&evision each contri2uted Q1. 2i&&ion res,ective&y.14 This is a signi'icant ,otentia& contri2ution to the economy. 7everthe&ess this 'igure is an a,,roximation. A more ,recise study 'ocussed so&e&y on screen tourism :ou&d ,rovide more exact 'igures o' re'erence to a&& 6K sta5eho&ders and aid them in their advocacy 'or screen tourism strategies. 8nce in ,&ace this economic study :ou&d 2ecome a re'erence ,oint 'or su2seIuent studies and u,dates on the va&ue o' screen tourism to the 6K.
8+8
3ost visiting 'i&m ,roducers are a&ready a:are o' the ,o:er o' the economic im,act that 2ringing their ,ro?ect to a region :i&& have. It is essentia&+ ho:ever+ that regions are a2&e to ex,&oit the &ong(term im,act o' hosting ,roduction+ as :e&& as the re&ative&y short(term im,act o' the ,roduction itse&'. .iven that many o' the 'i&ms made in the 6K receive ,u2&ic 'unding o' some 5ind+ SPI strong&y recommends that screen agencies+ 2oth 7ationa& and !egiona&+ shou&d reIuire o' ,ro?ects :hich receive 'inancia& assistance that mar5eting rights 'or tourism ,romotions 2e granted to &oca& ,u2&ic tourism agencies+ inc&uding 7ationa&+ !egiona& and )oca& Authority. These rights must inc&ude access to materia&s such as sti&&s and art:or5 'rom the 'i&m.
8+'
There is gro:ing a:areness in the 6K o' the im,ortance o' attracting Indian 'i&m ,roductions to the 6K+ and c&ear ,roo' exists o' the ,otentia& o' /o&&y:ood tourism B i&&ustrated 2y a mar5ed increase in Indian visitors to Scot&and in 2## . "igures 'rom 9isitScot&and indicated that num2ers rose 'rom 8+### in 2### to 14+### in 2## . The money s,ent 2y Indian visitors in the region corres,onding&y rose 'rom Q2 mi&&ion to Q7 mi&&ion. A s,o5es,erson 'rom 9isit/ritain says that around $#P o' enIuiries at their o''ices in /om2ay are regarding Scot&and.1$ In recent years the 6K government has made concerted e''orts to o''er incentives to+ and im,rove communication :ith+ the Indian 'i&m industry. In 2##$+ the 'irst ,art o' a co(,roduction treaty :as signed :ith India to encourage c&oser co(o,eration 2et:een the 6K and Indian 'i&mma5ers. The 6K "i&m %ounci& ,roduced a 'act sheet s,eci'ica&&y aimed at Indian ,roducers+ ex,&aining the 2ene'its and ,ractica&ities o' 'i&ming in the 6K.
14 !e,ort 2y 8x'ord Economics "orecasting+The 7conomic ,ontri!ution o. the UK Film 2ndustr"+ 2#.#0.#$ 1$ Scot&and :itnessed a 12um,er1 year o' incoming /o&&y:ood ,roductions in 2###+ :ith eight ,roductions that year. The num2er o' /o&&y:ood ,roductions shooting in Scot&and has stee,&y dec&ined in recent years+ :ith ,roductions in search o' mountain &andsca,es migrating instead to S:itLer&and. 7everthe&ess+ there is sti&& &atent va&ue to Scottish tourism in the 'i&ms that have a&ready 2een shot in the country+ as a 'i&m1s &i'es,an reaches 2eyond theatrica& re&ease.
8&s2erg>SPI
4#
August 2007
!egiona& 2odies have a&so &aunched initiatives to attract more /o&&y:ood ,roductions. "or instance+ the East 3id&ands @eve&o,ment Agency 'unded the 1)eicester; Euro,ean %a,ita& 'or Indian %inema1 ,ro?ect to 'orge &in5s :ith IndiaAs 'i&m and creative industries. And the Kor5shire Tourist /oard+ in a co&&ective 2id shared 2y /rad'ord+ )eeds+ She''ie&d+ Kor5 and *u&&+ hosted the 2##7 Internationa& Indian "i&m A:ards in ear&y Eune this year. It :as antici,ated that the event :ou&d 2ring in an estimated 1$+###(2#+### extra visitors to the region+ and generate around Q1# mi&&ion. The II"A a&so has a ,roven e''ect on 'i&m admissions; according to its co('ounder+ Sa22as Eose,h+ sa&es o' tic5ets 'or *indi cinema in )ondon gre: 2y $P in the six months 'o&&o:ing the a:ards 2eing 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' 4estminster a&one. *o:ever+ given the ,otentia& o' /o&&y:ood ,roductions to create a su2stantia& tourism im,act+ sti&& more cou&d 2e done to harness this ,otentia&+ es,ecia&&y in )ondon. SPI 2e&ieves that+ given the sca&e o' the o,,ortunity created 2y /o&&y:ood tourism+ ,articu&ar e''orts shou&d 2e made+ 2y 2oth tourism and screen agencies+ to create a /o&&y:ood tourism strategy. 4hi&e some &oca&ities have a&ready ta5en ste,s in this direction+ and those initiatives cou&d and shou&d 2e ?oined u,+ other regions shou&d a&so 2e invo&ved. The /o&&y:ood strategy shou&d there'ore 2e initiated and deve&o,ed 2y the 6K Screen Tourism Strategy .rou,.
8&s2erg>SPI
41
August 2007
#ocations
The sho: :as shot main&y in 'ront o' a &ive studio audience at //% Te&evision %entreD &ocations around )ondon inc&ude *arvey 7icho&s+ the de,artment store in Knights2ridge made :or&d 'amous 2y the sho:.
>$> e0tras
The @9@ contains a 'eature on the &ocations used in the sho: in )ondon and 7e: Kor5+ inc&uding *arvey 7icho&s.
August 2007
Imagine my de&ight as our ca2 :ent 2y *arvey 7icho&s en route to our hote&. I made it a ,oint to visit *o&&and Par5 and thought o' Patsy :henever I ,assed an 8dd2ins.A Another+ on a //% America chat( room+ :rote+ FIAm visiting )ondon in 3ay and other than *arvey 7ic5s+ IAd &i5e to visit ,&aces that :ere on the sho:.A
Harvey ?ichols"or a &ong time overshado:ed 2y its sho:ier neigh2our+ *arrods+ the ,&ace o' F*arvey 7ic5sA in the hearts o' the A!solutel" Fa!ulous characters gave the Knights2ridge de,artment store iconic status. It 2ecame 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 *arvey 7icho&s at the time the sho: :as 'irst aired+ says F*arvey 7icho&s got an incredi2&e amount o' ,u2&icity 'rom me.A The store is no: a Fmust(seeA attraction in )ondon+ mentioned in con?unction :ith the comedy in American trave& guides to the city+ such as the 7e: Kor5 Times+ :hich descri2es it as Fshrine o' the A!solutel" Fa!ulous cro:d.A Since the sho: :as aired+ *arvey 7icho&s has ex,anded 2oth domestica&&y and overseas. The storeAs mar5eting director+ Eu&ia /o:e+ says o' the ex,ansion+ FThereAs an internationa& a:areness o' *arvey 7icho&s a&ready+ he&,ed 2y the 'act that A!solutel" Fa!ulous has gone g&o2a&. 4eAve 2ecome generic 'or a 'a2u&ous &i'esty&e.A
8&s2erg>SPI
August 2007
Analysis
The 'act that the accessi2&e A!solutel" Fa!ulous &ocations are ,u2&ic areas ma5es it im,ossi2&e to Iuanti'y the tourism e''ect o' the series. Anecdota& evidence suggests+ ho:ever+ that the sho: encouraged some o' its 'ans to visit )ondon+ or+ at &east+ enhanced the visit o' those a&ready decided on coming to the ca,ita&. The sho: has Fcu&tA status in America+ :hich has 2een sho:n to 2e a driving 'actor in 'i&m tourism. As mentioned a2ove+ A!solutel" Fa!ulous may have a&so ,&ayed a ,art in rede'ining the image o' )ondon overseas. 4hi&st decided&y /ritish in its humour and eccentricity+ the sho: a&so ,ortrayed the ca,ita& as 2eing a 'ashiona2&e+ dynamic city+ a5in to 7e: Kor5+ 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 ,oundA. .ays and &es2ians 'orm one o' the 'astest gro:ing tourism mar5ets and are estimated to 2e :orth u, to Q 2i&&ion to the 6K. "or a &ong time ignored+ this mar5et is no: 2eing 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 )es2ian Trave& Association+ Ste,hen %oote+ said in 2##-+ F.ay ,eo,&e have more dis,osa2&e income to s,end on entertainment and trave&. They ta5e t:o to three ho&idays a year. It ma5es sense to 'ocus on them.A 9isit/ritain s,o5esman E&&iott "ris2y to&d the !euters ne:s agency+ FThis is a 2ooming mar5et. 4e are ,erceived as a very to&erant society.A "ris2y added that FAmericans are our to, targetsA+ and said that the 9isit/ritain gay :e2site had received 1##+### hits since 2eing set u, in 2##$. FSurveys sho: that 87P o' the gay community in the 6nited States ho&ds a ,ass,ort. The nationa& average is ?ust 20P.A "ina&&y+ the study a&so serves as a reminder o' the ,otentia& ,o:er o' //% America in 2ui&ding a 2ridge across the ,ond to attract 6S visitors to the 6K; 27 mi&&ion homes in the 6S receive the channe&.
#ocations
To2ermory+ 3u&&+ Scot&and. Some &ocations e&se:here :ere used+ such as Archie the InventorAs ,in5 cast&e <7orth /er:ic5= and the nursery schoo& <.&asgo:=.
8&s2erg>SPI
44
August 2007
#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 each sa&e. The 3u&& !ai& steam engine :as re(named The %alamor" Ex,ress.
Press coverageThe ,henomenon o' Ftodd&er tourismA s,a:ned 2y %alamor" has &ed to severa& artic&es and ne: stories on the ,rogramme and To2ermory.
August 2007
@ecem2er and Eanuary.H In the same year+ Eames "raser 'rom 9isitScot&and estimated that the series generated 1$#+### visitors a year to the is&and+ and contri2uted Q$ mi&&ion a year to the tourist economy o' 3u&& and the 4estern Is&ands.
Analysis
The huge im,act o' %alamor" on 3u&&+ and its ,articu&ar ,henomenon o' Ftodd&er tourismA+ has 'orced the is&and to Iuic5&y ada,t. Previous&y geared to:ards the senior mar5et+ 2usinesses 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"As im,act on the economy and e''ect on &oca& &i'e had revea&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 negative ang&e in that a &ot o' 2usinesses are Iuite :orried that their traditiona& mar5ets+ such as those ,eo,&e :ho came to &oo5 at the :i&d&i'e and en?oy the 2eauty o' the is&and+ are 2eing ,ut o'' 2y the in'&ux o' 'ami&ies :ith very young chi&dren.H A&though the sho: is no &onger 2eing 'i&med on the is&and+ the tourism im,act is sti&& strong. A s,o5esman 'rom the To2ermory TI% said+ GTo us in tourist in'ormation it seems as much as ever. 4e get hundreds o' chi&dren a day.H Even :hen the %alamor" e''ect does 2egin to :ane+ ho:ever+ there is ho,e that the tourism generated 'rom the series :i&& have a &ong(&asting im,act. Eames "raser o' 9isitScot&and says+ GA :ho&e generation has 2een 2rought 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 2ac5 :ith their 'ami&ies. 4e see it as a &ong(term investment.H
#ocations
)ondon and *am2urg. 3ost o' the )ondon scenes :ere 'i&med in residentia& streets+ ,ar5s and ,rivate houses in *ouns&o:D other &ocations inc&ude ,u2&ic areas such as Piccadi&&y %ircus+ Soho+ *eathro: and %arna2y Street.
8&s2erg>SPI
4-
August 2007
Press coverage
As the setting and &ocation o' the 'i&m are the same+ revie:s o' the 'i&m invaria2&y mention *ouns&o:. The 'i&m has a&so 2een &in5ed to *ouns&o: in severa& artic&es+ such as one in Time =ut in 2##- in :hich the author o' the nove& ondonstani+ :hich :as a&so set there+ ta&5s a2out :or5 ins,ired 2y the area.
"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 2y Asia+ and one o' the stars o' %end 2t i'e %ec'ham+ Ameet %hana+ 'ronted a ,romotiona& video to accom,any a re,ort 2y the 3ayor o' )ondon; FP&ay It !ight B Asian %reative Industries in )ondonA.
August 2007
Analysis
There is no evidence either :ay attesting to :hether or not there :as a direct tourism e''ect 'rom %end 2t i'e %ec'ham. This is ,art&y 2ecause o' its ,u2&ic &ocationsD a&so+ as @ennis "irminger+ the "i&m 8''icer 3anager 'or the *ouns&o: %ommunity Initiative Partnershi, ,oints out+ the &ocations used :ere 2enign 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 6KAs image in the "ar East+ ,articu&ar&y in %hina+ aiding the governmentAs e''orts to re(2rand the 6K in the Asian mar5et. As a 2##$ re,ort 2y the 6K "i&m %ounci& notes+ 'i&ms such as these may 2e im,ortant in he&,ing to re,&ace outdated notions o' /ritishness :ith more modern ones+ that in turn :i&& he&, 6K ex,orters 'ace u, to ne: cha&&enges and ex,and ne: mar5ets. This ne: ,erce,tion o' the 6K as a modern+ exciting country+ com2ined :ith %hinaAs granting o' A,,roved @estination Status to the 6K in 2##$+ cou&d rea, tourism 2ene'its. In A,ri& 2##-+ an agreement :as made 2et:een the 3ayor o' )ondon and the 3ayor o' /ei?ing to ,romote their cities together. 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 image o' the 6K or o' changes in their o:n societies. An exam,&e is %ridget 4ones+ :hose ,o,u&arity in Ea,an has 2een ,art&y ascri2ed to the 'act that many :omen in the traditiona&&y marriage(2ased society are no: deciding not to marry+ and so cou&d re&ate to the 'ee&ings o' the 'i&mAs heroine. In a ne:s,a,er essay on the su2?ect in Eune 1000+ the critic /ryan A,,&eyard :rote+ FPic5 the right ,henomenon to o2serve and you can instant&y g&o2a&ise your insight.A
9raveheart C*;;5D
9ac3ground
3e& .i2sonAs e,ic ta&e o' ho: 4i&&iam 4a&&ace united 1 th century Scots in revo&t against Eng&ish ru&e :as a huge internationa& hit+ rea,ing Q11# mi&&ion :or&d:ide 'rom a 2udget o' Q20 mi&&ion+ and :inning $ 8scars+ inc&uding /est Picture and /est @irector. The 'i&m revived .i2sonAs career+ mar5ing him as a ma?or *o&&y:ood ,&ayer; a ,osition cemented 2y the success o' his su2seIuent 'i&m+ The Passion o. the ,hrist+ :hich &ed "or2es 3agaLine to name him the 4or&dAs 3ost Po:er'u& %e&e2rity in 2##4. %raveheart is a&so credited 'or a:a5ening an interest in Scottish identity that+ some c&aim+ ,&ayed a ,art in the esta2&ishment o' the Scottish Par&iament in 1008.
#ocations
Scot&and and Ire&and+ ,ur,orting to 2e Scot&and. )ocations in Scot&and inc&uded "ort 4i&&iam+ .&encoe and .&en 7evis. 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 7evis+ :here many scenes :ere 'i&med+ is not connected to 4a&&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. 8&s2erg>SPI 48
August 2007
Press coverage
The :or&d:ide interest in %raveheart+ as :e&& as t:o other 2ig(2udget 'i&ms shot in Scot&and around the same time+ 0o! 0o" and och )ess+ a''orded Scot&and virtua&&y 'ree advertising. A study in 100- sho:ed around 21$ ,ress artic&es and $ 2roadcasts 'rom ?ourna&ists+ many o' them 'oreign+ had generated the eIuiva&ent o' Q11.4$ mi&&ion advertising ex,enditure. In the ,eriod A,ri& to Eune 100-+ 'or instance+ an estimated Q7.14 mi&&ion :as generated in the 6S a&one.
$isitScotland
9isitScot&and mentions the 'i&m severa& times on their :e2site+ in connection :ith .&en 7evis+ Stir&ing and the Angus .&ens+ as :e&& as 'eaturing a F*eroes and 9i&&ainsA itinerary+ high&ighting &ocations connected :ith 4a&&ace and 0o! 0o".
,ther initiatives
A'ter ten years+ the %raveheart 2rand is sti&& going strong+ and many inde,endent tour o,erators inc&ude F/raveheart %ountryA in their itineraries. 8ther initiatives inc&ude+ 'or exam,&e+ the %inema and
8&s2erg>SPI
40
August 2007
Te&evision /enevo&ent "undAs F%raveheart %ha&&engeA 2##-; three days o' activities centred around )och )omond.
Analysis
There is no dou2t that %raveheart &ed a huge tourism surge in Scot&and+ 2oth in regard to s,eci'ic &ocations and genera& interest in the country. The 'i&m :as so&e&y res,onsi2&e 'or introducing 4i&&iam 8&s2erg>SPI $#
August 2007
4a&&ace to many ,eo,&e+ and created a ne: hoo5 to interest visitors in Scot&and. In 'act+ the F%raveheart ,henomenonA is the case most o'ten re'erred to :hen the issue o' 'i&m induced tourism is discussed. @avid 7o2&e+ the chie' executive o' the *igh&ands o' Scot&and Tourist /oard said having the *igh&ands ,ortrayed on 'i&m 2rought ,eo,&e to the area+ adding+ Fthere is a de'inite &in5 2et: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.A 8ne issue ,ertinent to this study is the F,ersistenceA 'actor o' 'i&m tourism. In terms o' genera& interest in Scot&and+ it is hard to te&& to :hat extent the F/raveheart e''ectA has :orn o''+ 2ecause o' other determining 'actors. In 1008 and 1000+ 'or instance+ Scot&and had a decrease in visitors+ 2ut 'actors such as 2ad :eather+ high ,etro& ,rices and a strong ,ound+ :hich discouraged overseas visitors 'rom trave&&ing to Scot&and and ,ersuaded many in the 6K to go a2road+ :i&& have contri2uted to this. It is c&ear+ ho:ever+ that :ith regards to the &ocations used in the 'i&m+ the F/raveheart e''ectA has dec&ined. Evidence o' this is o''ered 2y com,arison o' t:o *igh&and 9isitor Surveys+ one conducted in 1007 and the other in 2##2C + :hich inc&ude research into the motivations o' visitors to )ocha2er+ the region containing the t:o main Scottish &ocations o' the 'i&m+ .&encoe and .&en 7evis. In the 1007 re,ort+ 1$P o' overseas visitors+ P o' Eng&ish visitors and 1P o' Scottish visitors said that %raveheart andCor 0o! 0o" had in'&uenced their decision to visit the region. In the 2##2C re,ort+ on&y 2P o' visitors cited %raveheart as an in'&uence on their visit. This is su,,orted 2y Eoanne %onne&& 'rom the 6niversity o' Stir&ing+ :ho conducted a study on the e''ect o' the 'i&m. She states; FThere :ere 'our or 'ive good years a'ter %raveheart+ 2ut visitor num2ers have dec&ined since. This sort o' mar5eting can have a re&ative&y short &i'es,an and countries have to 5ee, ma5ing ne: 'i&ms to sustain interest.A There is+ though+ evidence that the F/raveheart e''ectA has ,ersisted in terms o' increased a:areness o' 4i&&iam 4a&&ace as a historica& 'igure. 9isitor num2ers to Stir&ing have remained higher than 2e'ore the 'i&m :as re&eased+ a&though they have not maintained the increase incited 2y the 'i&m. %raveheart sho:ed those invo&ved in tourism that it :as essentia& to 2ui&d on the high ,ro'i&e the 'i&m had given Scot&and and to demonstrate a F'i&m('riend&yA commitment to 'urther ,roductions. 3e& .i2sonAs decision to shoot %raveheartAs 2att&e scenes in Ire&and :as a :a5e(u, ca&&+ &eading to the esta2&ishment o' Scottish Screen. In 100-+ %e&ia Stevenson+ director o' Scottish Screen )ocations+ said Fone o' the reasons that 3e& .i2son too5 %raveheart to Ire&and :as 2ecause o' a com,&ete 'ai&ure at a certain &eve& o' 2odies that run our historica& areas. Kou canAt 5ee, a 'i&m cre: hanging a2out :aiting to have ,ermission to use a ,articu&ar g&enWIn a 'unny sort o' :ay+ the 'act that :e did &ose the 2att&e scenes :as not such a disaster. It :o5e everyone u,. To 2e 'i&m('riend&y+ you have rea&&y got to get your act together.A 7o:+ *istoric Scot&and+ ,art o' the Scottish Executive+ is committed to encouraging 'i&m ,roduction and ,rominent&y advertising &ocations on their :e2site. They receive around ##(4## reIuests to 'i&m on their ,ro,erties a year. Preservation o' historic sites remains+ ho:ever+ their ,riority+ and reIuests are ?udged on their ,otentia& im,act on the &ocation. "i&ming :hich :i&& dra: attention to &itt&e(visited sites is encouragedD and 'or 2ig ,roductions+ the organisation :i&& very occasiona&&y c&ose a ,ro,erty to ,aying visitors+ 2ut are re&uctant to do so. A ,ro2&em :ith ,o,u&ar ,ro,erties such as Stir&ing %ast&e is that cor,orate events are o'ten 2oo5ed a year in advance+ and many 'i&ms have short &ead(in times that can ma5e 'i&ming im,ossi2&e.
8&s2erg>SPI
$1
August 2007
A&so re&evant to this case study is the 'act that the F %raveheart e''ectA :as concentrated on historica& sites &in5ed :ith the rea& 4i&&iam 4a&&ace+ rather than the &ocations in :hich the 'i&m :as shot; Stir&ing rea,ed the most 2ene'its 'rom the 'i&m+ rather than .&encoe and .&en 7evis. In this case+ the historica& su2?ect o' the 'i&m a,,ea&ed to vie:erAs imaginations over a direct res,onse to the &ocations on screen.
#ocations
India+ %a&i'ornia and )ondon. )ocations in )ondon :ere main&y ,u2&ic s,aces inc&uding the )ondon Eye+ the 7ationa& "i&m Theatre and Somerset *ouse+ :hich ,&ayed the ,art o' a )A mansion+ as :e&& as Sto5e Par5 %&u2 in /uc5inghamshire.
Press coverage
!evie:s o' the 'i&m invaria2&y mention its setting in )ondon.
,ther in)ormation
The 4i5i,edia entry on the )ondon Eye mentions the 'act %ride and Prejudice :as 'i&med there.
8&s2erg>SPI
$2
August 2007
Somerset House
7o 'igures avai&a2&e. Somerset *ouse has conducted surveys into the motivations o' visitors+ 2ut they do not as5 a2out the im,act o' 'i&ms.
Analysis
The &ac5 o' data on visitor num2ers ma5es it im,ossi2&e to Iuanti'y the direct e''ect o' %ride and Prejudice on tourism. 3ost o' its &ocations are :e&&(esta2&ished )ondon tourist sites and the &ocation most 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 <see Ka!hi Kushi Ka!hie /ham case study=+ and the attractive image o' )ondon ,resented in the 'i&m+ it is not un&i5e&y that some vie:ers :ere attracted to the city as a resu&t. There a,,ears to 2e a ga, in the mar5et 'or tours o' /o&&y:ood &ocations in )ondon+ considering the ,o,u&arity o' the ca,ita& as a &ocation; in 2##$+ $ /o&&y:ood ,roductions :ere 'i&med in the 2orough o' 4estminster a&one. The study a&so raises a ,oint a2out 'i&ming at 'amous tourist attractions that do not need added ,u2&icity and so can a''ord to 2e discriminating. Eoe& /yron+ head o' mar5eting at the )ondon Eye+ says that he receives around 1$ 'i&ming reIuests a :ee5+ most o' :hich are re?ected 'or not meeting the attractionAs reIuirements. G8ur high ,ro'i&e means that :e are 'ortunate enough to receive a &ot o' ex,osure+ so :e are very se&ective a2out :hich ,ro?ects :e :or5 on.H The )ondon Eye on&y acce,ts 'i&ming reIuests that ,ositive&y ,ortray the attraction+ )ondon and )ondon tourism+ or ,romotes architecture+ design and engineering. They do not a&&o: 'i&ming o' an overt&y ,o&itica&+ controversia&+ denigratory or adu&t nature.
8&s2erg>SPI
August 2007
Closer C%&&4D
9ac3ground
4ith its su,erstar cast <Eu&ia !o2erts+ Eude )a:+ 7ata&ie Portman and %&ive 8:en=+ veteran director <3i5e 7icho&s= and a:ard(:inning :riter <Patric5 3ar2er=+ there :ere high ho,es 'or this )ondon( 2ased study o' contem,orary re&ationshi,s. The 'i&m+ ho:ever+ :as res,ect'u&&y+ rather than ecstatica&&y+ received at the 2ox o''ice. "rom a 2udget o' around S27 mi&&ion+ it too5 around S 4 mi&&ion in the 6S and Q8 mi&&ion in the 6K.
#ocations
)ondon. 3any &ocations :ere o,en ,u2&ic s,aces+ such as the South /an5 and various streets. S,eci'ic &ocations inc&ude the 7ationa& Portrait .a&&ery+ 4hite&eyAs Sho,,ing %entre+ the )ondon AIuarium+ the exterior o' the sho, E3 3i&&er and Sons )td and+ most nota2&y+ PostmanAs Par5 in the %ity+ &itt&e 5no:n 2e'ore the 'i&m.
"al3ing tours
9arious )ondon :a&5ing tour o,erators o''er visitors the chance to :a&5 through some o' the &ocations+ such as :::.secret&ondon:a&5s.co.u5 and :::.?ohns:a&5sand:or5s.com.
Press coverage
The 'i&m attracted signi'icant media coverage. As its setting and &ocation :ere the same+ and integra& to the story+ )ondon :as mentioned in a&& revie:s+ and the ,loser 3ovie 3a, a&so generated coverage. As 'or s,eci'ic &ocations+ PostmanAs Par5+ as the most FundiscoveredA &ocation in the 'i&m+ :as a&so high&ighted in severa& artic&es in connection :ith the 'i&m+ such as in Time =ut in 8cto2er 2##$.
8&s2erg>SPI
$4
August 2007
Analysis
4ith its most visi2&e &ocations 2eing ,u2&ic areas in )ondon+ ,loser re,resents the ty,e o' 'i&m :hose tourism e''ect is the most di''icu&t to Iuanti'y. It is c&ear+ ho:ever+ that there is interest in the &ocations o' the 'i&m+ 2oth 'rom the num2er o' do:n&oads o' the ,loser 3ovie 3a, and 'rom comments on 'an sites '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' itJA It is 'air to assume that the 'i&m raised a:areness o' &ocations in )ondon ,revious&y un5no:n to most visitors+ name&y PostmanAs Par5 in the %ity. Anecdota& evidence 'rom t:o )ondon :a&5ing tour guides+ @iane /urstein and Eohn !eL5o+ :hose 'i&m &ocation :a&5s inc&ude the &ocation+ suggests that very 'e: o' the ,eo,&e B 2oth 'rom the 6K and overseas B :ho :ent on their :a&5s had heard o' the ,ar5 2e'ore the 'i&m :as re&eased. As :e&& as encouraging ,eo,&e to venture o'' the :e&&(2eaten tourism trai&s in )ondon+ 2eing made a:are o' FsecretA corners o' the city such as the ,ar5 is &i5e&y to enhance visitorsA tri,s to )ondon+ and &ead to :ord(o'(mouth recommendation.
#ocations
*istoric houses in the East 3id&ands and the East o' Eng∧ main&y "e&2rigg *a&& in 7or'o&5. A&so+ *eydon *a&&+ .unthor,e *a&&+ /&ic5&ing *a&&+ @eene Par5 in 7ortham,tonshire+ )am,ort *a&& and Ouen2y *a&& in )eicestershire. Shandy *a&& in 7orth Kor5shire :as used.
8&s2erg>SPI
$$
August 2007
#ocal premiere
The 'i&mAs 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 7ortham,ton Evening Te&egra,h ran stories a2out the 'i&mAs &ocations+ and severa& nationa& ne:s,a,ers have given in'ormation on the &ocations used in res,onse to readersA enIuiries. The 'i&mAs &ocations are a&so mentioned on the //% 7or'o&5 :e2site.
7unthorpe Hall
7ot o,en to day visitors+ venue 'or hire on&y. 7o added interest as a resu&t o' the 'i&m.
9lic3ling Hall
7o added interest. 9isitor num2ers 'e&& 'rom 08+7- in 2## C4 to 0$+7$1 in 2##4C$.
#amport Hall
They have not noticed any increase in visitors+ nor ta5en any enIuiries a2out the 'i&m.
>eene Par3
7o noticea2&e increase in visitors.
Shandy Hall
Patric5 4i&dgust 'rom Shandy *a&& re,orts that since o,ening in 3ay+ the house has received severa& visitors :ho :ere on&y made a:are o' its existence 2y the 'i&m.
8&s2erg>SPI
$-
August 2007
Analysis
A ,oc' and %ull &tor" does not a,,ear to have had a nota2&e im,act on visitor num2ers at its &ocations+ des,ite sho:casing many 'ine historic houses. 8ne reason 'or this B cited 2y a num2er o' the &ocations in Iuestion B is that a &arge num2er o' houses :ere used in the 'i&ming+ and vie:ers :ou&d not 5no: :hich scene :as shot :here. !ay Sandham o' "e&2rigg *a&& ,oints out that :hen characters in the 'i&m move 'rom one room to another+ they o'ten move 'rom one &ocation to another <a techniIue that+ Patric5 4i&dgust o' Shandy *a&& ,oints out+ is a,,ro,riate to the 2oo5As notorious&y non(&inear narrative=. The 'i&m a&so had a &imited re&ease+ so its audience :as not su2stantia&. It is ,ossi2&e that the @9@ re&ease+ :hich :i&& contain additiona& materia& on &ocations+ may increase visitors. There is a&so the ,ossi2i&ity that+ considering its o''(centre tone and art(house sensi2i&ity+ A ,oc' and %ull &tor" may acIuire Fcu&tA status; a 'actor that+ as other studies have suggested+ o'ten ,roduces a s&o:(2urning tourism e''ect. The on&y &ocation that has so 'ar 'e&t a noticea2&e e''ect 'rom the 'i&m+ a&2eit a sma&& one+ is Shandy *a&&+ :here )aurence Sterne &ived and :rote. Pro,erty manager Patric5 4i&dgust is a&so ho,e'u& o' the im,act o' the @9@+ :hich+ un&i5e the 'i&m+ :i&& direct&y re'erence Shandy *a&&+ and onto the cover o' :hich he is ho,ing to get the &ocationAs :e2site address ,rinted. The on(going tourism e''ect at Shandy *a&& :ou&d 2e an interesting case study to trac5+ as the &ocation :as &arge&y un5no:n 2e'ore the 'i&m+ attracting on&y around 2+$## visitors a year. Shandy *a&& a&so raises the ,oint o' ho: 'ar it is ,ossi2&e 'or a &ocation to 2e se&ective in its tourism a,,ea&. 4i&dgust states his aim as getting Tristram &hand" and )aurence Sterne recognised 2y a &arger audience+ 2ut not turning Shandy *a&& and its vi&&age+ %ox:o&d+ into a mass(tourism destination; G2ecause that can :rec5 the vi&&age ( &i5e :e sa: :ith .oath&and+ :here Heart!eat :as 'i&med+ :hich 2ecame c&ogged u, :ith coaches.H To this end+ he has deve&o,ed a study centre and :ritersA residency at the house+ rather than ?ust a museum+ and does not intend to ,rovide 'ami&y('riend&y 'aci&ities such as s:ings in the garden.
8&s2erg>SPI
$7
August 2007
The 2iggest(se&&ing nove& ever+ :ith over $# mi&&ion co,ies so&d+ @an /ro:nAs controversia& 2&end o' murder+ the 3ona )isa and the *o&y .rai& is a&so one o' the most commercia&ised 2oo5s o' a&& time+ having a&ready s,a:ned a huge industry o' s,in(o'' tit&es+ T9 ,rogrammes and tours o' the 2oo5As &ocations. 7o:+ the 'i&m has s,urred an un,recedented cam,aign o' 'i&m tourism in Euro,e+ ta5ing Fset(?ettingA to a ne: &eve&.
#ocations
Paris+ 3a&ta and the 6K. The main 6K &ocations are in Scot&and+ )ondon and the East 3id&ands+ inc&uding Tem,&e %hurch in )ondon+ )inco&n %athedra&+ /e&voir %ast&e in )eicestershire+ /urgh&ey *ouse in Stam'ord+ !oss&yn %ha,e& in 3id&othian and 4inchester %athedra&. The &ocations used are genera&&y those sites mentioned in the 2oo5+ a&though 4estminster A22ey re'used 'i&ming ,ermission on Gtheo&ogica& groundsH. )inco&n %athedra& :as used instead.
August 2007
tourist 2odies B 9isit )ondon+ 9isitScot&and+ 9isit South East Eng&and B ,rominent&y 'eatured the cam,aign+ :hi&st 9isit )inco&nshire &aunched a s,ecia&ised :e2site+ :::.davincicode&incs.com+ 'inanced 2y East 3id&ands Tourism.
Accommodation tie/ins
7ovote&+ o''icia& ,artners :ith Sony Pictures+ o''ered a *a +inci Pac5age in )ondon+ inc&uding :a&5ing tours. In other &ocations+ hote&s :ere o''icia&&y ,romoted :ith the 'i&m; at )inco&n %athedra&+ visitors cou&d stay at the 4hite *art *ote&+ :here the cast stayed during 'i&mingD in Scot&and+ %ring&etie *ouse :as o''ering a t:o night *a +inci 2rea5 inc&uding entry to !oss&yn %ha,e&.
$isitScotland initiatives
To ensure that the 2ene'its 'rom the *a +inci ,ode :ere shared around Scot&and+ 9isitScot&and inc&uded the *a +inci ,ode in three ne: itineraries that 'ormed ,art o' its Euro,ean Touring %am,aign 'or 2##-. The cam,aign &aunched in S,ring 2##- in 5ey Euro,ean mar5ets. The itineraries encourage visitors to visit a variety o' Scottish &ocations on simi&ar themes. A&& tours 'eature the !oss&yn %ha,e&. The three tours are; Scot&and in "i&m and T9+ &iterature and 3ystery and )egends. 9isitScot&and have a&so ?oined :ith Scottish Screen to 'und a ha&' hour 'i&m on the !oss&yn %ha,e&+ &i'ting the &id on the myths 2ehind the 2ui&ding+ screened at Tartan 4ee5 in 7e: Kor5 in 2##-. Scottish Screen a&so had a ma?or ,resence at %annes 2##-.
"al3ing tours
Severa& )ondon com,anies+ such as 8rigina& )ondon 4a&5s+ have started their o:n *a +inci ,ode tours.
1ndependent tours
3any inde,endent tour o,erators o''er ,ac5ages &in5ed :ith the 'i&m 2et:een )ondon and Paris. 6K( 2ased com,anies inc&ude /ritish Tours )td and )eisure @irectionD there are many internationa& com,anies such as .&o2us+ a %o&orado(2ased tour grou,+ :hich o''ers F/rea5ing the %odeA+ a 0(day ,ac5age to Paris+ )ondon and Edin2urgh+ and a 1$ day FThe Secrets o' @a 9inciA tri, that adds !ome+ 3i&an and .eneva to the tri,.
Press coverage
There have 2een a su2stantia& num2er o' artic&es re&ating to the 'i&m and its ,otentia& tourism im,act+ and a&so on the a&ready signi'icant tourism im,act o' the 2oo5. 3any ?ourna&ists have done the *a +inci ,ode trai& and :ritten a2out it in the internationa& ,ress. )ocations have 2een :ide&y advertised. In A,ri& a&one+ 12# ?ourna&ists did the *a +inci Trai&+ and there :ere eight T9 cre:s.
7uide (oo3s
In 2##-+ severa& guides to the *a +inci ,ode :ere ,u2&ished+ inc&uding "odorAs .uide to the *a +inci ,ode and the !ough .uide *a +inci ,ode. /oth detai& &ocations and suggest itineraries.
8&s2erg>SPI
$0
August 2007
4estminster A22ey re'used ,ermission 'or the 'i&m(ma5ers to 'i&m+ 2ecause it :as Fina,,ro,riateA+ 2ut due to an in'&ux o' tourists has ,roduced a 2oo5&et se,arating the 'act 'rom the 'iction o' the 2oo5. /urgh&ey *ouse has set u, FThe /urgh&ey %odeA tour+ and 'eatures the 'i&m ,rominent&y on its :e2site. At Tem,&e %hurch+ )ondon+ the church master+ !everend !o2in .ri''ith(Eones :as giving :ee5&y ta&5s on the *a +inci ,ode and has :ritten a 2oo5+ ?The *a +inci ,ode and The Secrets o' the Tem,&eA+ :hich is advertised on the churchAs :e2site. The church o,ened seven days a :ee5+ rather than six+ to accommodate the tourists. 4inchester %athedra& has an exhi2ition+ F*o&y 3ystery /eyond the *a +inci ,ode:.
Rosslyn Chapel
9isitor num2ers at the %ha,e& have dou2&ed every year since the *a +inci ,ode :as ,u2&ished; 'rom 8+### in 2## + to -8+### in 2##4+ to 12#+### in 2##$. In 3ay+ *a&i'ax Trave& Insurance ,redicted that 7##+### ne: visitors :i&& '&oc5 to !oss&yn %ha,e& 'o&&o:ing the re&ease o' the 'i&m.
#incoln Cathedral
In 2##4+ the cathedra& attracted 10$+### visitors. @uring August 2##$+ :hen the *a +inci ,ode :as 2eing 'i&med+ num2ers rose 2y 2et:een 1$+###(2#+###. Since the 2eginning o' A,ri& 2##-+ num2ers are u, +### B a 2-P increase on the usua& month&y admissions. A s,o5esman said he 2e&ieved the Fsu2stantia&A increase :as due to interest in the 'i&m.
9urghley House
Eo Pavey at /urgh&ey *ouse says that visitor 'igures :ere u, around 2#P in 2##- on 2##$As 'igure o' around 44+###+ 2ut that it is di''icu&t to 5no: exact&y :hy; it cou&d 2e eIua&&y due to the houseAs &in5 :ith Pride and Prejudice.
Temple Church
Exact num2ers are unavai&a2&e+ 2ut visitors in S,ring 2##- have increased 'ive('o&d on S,ring 2##2. The !everend !o2in .ri''ith(Eones says the &ocation 'ees ,aid 2y the 'i&m com,any has ena2&ed the church to stay o,en 7 days a :ee5 to :e&come tourists.
French locations
In 2##-+ in Paris+ 2#+### more ,eo,&e visited St. Su&,ice %hurch+ mentioned in the 2oo5+ than the year 2e'ore. The )ouvre recorded a record num2er o' visitors in 2##$+ 7. mi&&ion. This :as u, near&y 2#P
8&s2erg>SPI
-#
August 2007
'rom 2##4. 8''icia&s said that the *a +inci ,ode :as ,art&y res,onsi2&e 'or the increase in visitors+ and said they ex,ected the 'i&m to ins,ire an even greater num2er o' visitors.
Analysis
The cam,aign 'or The *a +inci ,ode is the most extensive and coordinated 'i&m tourism initiative so 'ar deve&o,ed in the 6K. It is 'air to assume that+ given the remar5a2&e im,act on visitor num2ers at the &ocations mentioned in the 2oo5+ and the huge amount o' ,u2&icity generated 2y the 'i&m+ the cam,aign :i&& have a su2stantia& e''ect on the 'i&mAs &ocations. *o:ever+ the true success o' the various initiatives remains to 2e Iuanti'ied.
#ocations
3ain&y Thet'ord+ 7or'o&5.
8&s2erg>SPI
-1
August 2007
0hi(itions
An exhi2ition o' ,hotogra,hs and ,ro,s+ FThe *ad:s Arm" Ex,erienceA+ :as esta2&ished at the /ressingham Steam 3useum near @iss+ 7or'o&5+ in 2###. In 2##$+ the EET/ ,roduced a short 'i&m a2out the series and its im,act on the &oca& community+ *ad:s Arm" 9 7Atra Time+ :as 'unded 2y the *ome "ront !eca&& )ottery "und and deve&o,ed :ith he&, 'rom the *ad:s Arm" A,,reciation Society. It :as sho:n+ a&ongside an exhi2ition+ at the .ui&dha&& in Thet'ord+ 2e'ore touring.
Press coverage
There have 2een a num2er o' artic&es in the regiona& and nationa& ,ress a2out *ad:s Arm":s &in5s to Thet'ord.
8&s2erg>SPI
-2
August 2007
Analysis
*ad:s Arm" has increased tourism to Thet'ord+ and s,urred the creation o' the to:nAs Tourist In'ormation %entre and a num2er o' counci&(2ac5ed tourism initiatives in connection :ith the series . This ,roven interest# # years a'ter the series sto,,ed 2eing made+ i&&ustrates the &ongevity o' much( &oved+ cu&t series such as this. *ad:s Arm" tourism initiatives have+ ho:ever+ 2een a re&ative&y recent deve&o,ment+ and it :as the *ad:s Arm" A,,reciation Society+ rather than &oca& tourist authorities+ :ho 'irst sought to identi'y the &ocations used in the to:n. <Tony Pritchard+ 'rom the @AAS+ too5 over - years to research the &ocations+ ,rinting images 'rom the videos and sho:ing them to &oca& ,eo,&e in the ho,e that they :ou&d recognise the ,&aces sho:n=. It is 'air to assume that had these initiatives 2een ,ut in ,&ace sooner+ Thet'ord :ou&d have 2ene'ited 'rom many added years o' *ad:s Arm" tourism.
8&s2erg>SPI
August 2007
#ocations
Port Isaac+ %orn:a&&. The vi&&age is one o' the most remote in the 6K+ ten mi&es a:ay 'rom the nearest to:n.
Promotion (y 1T$
The IT9 :e2site has severa& ,ages devoted to the series+ inc&uding detai&ed in'ormation on &ocations used in Port Isaac+ and ran a com,etition to :in a 2rea5 at the S&i,:ay *ote& in the vi&&age. In 2##$+ IT9 4estcountry made a series ca&&ed Holl"wood West that 'eatured 2ehind(the(scenes &oo5s at severa& ,roductions made in the region+ inc&uding *oc $artin.
Press coverage
The Western $orning )ews high&ighted the 'i&ming o' the series+ and severa& intervie:s :ith its star+ 3artin %&unes+ mentioned Port Isaac.
,ther e0posure
The 4i5i,edia entry on Port Isaac re'erences *oc $artin.
August 2007
&eve&s o''(season a&& year+ and Gnot a day goes 2y :ithout a tourist coming 2y+ :hich never ha,,ened 2e'ore *oc $artin.H
Analysis
Anecdota& evidence suggests that *oc $artin has su2stantia&&y increased visitor num2ers to Port Isaac. According to t:o vi&&age Fe&dersA B Eon %&eave+ :ho runs the ,ost o''ice+ and @avid Phe&,s+ the chairman o' the Port Isaac Parish %ounci& B this ,o,u&arity has 2een huge&y 2ene'icia& to the community+ :ith 2ene'its 'ar out:eighing any negative im,act. 3a&co&m /e&& o' South 4est Tourism suggests that the series may 2e 2oth a tourism FdriverA B in that it attracts ne: visitors to the area B and an FenhancerA B in that the 5no:&edge o' the 'ame o' the &ocation may enhance the visit o' someone :ho :ou&d 2e coming to the area any:ay. *e says+ though+ that it most &i5e&y had the greatest im,act on visitors :ho have 2een to %orn:a&& 2e'ore+ 2ut :ho may have 2een thin5ing a2out going some:here e&se 'or their next ho&iday unti& they :ere reminded o' the 2eauty o' the area on screen. *e ex,&ains that a&though 87P o' visitors to %orn:a&& say theyAre going to come 2ac5+ on&y one third actua&&y do B the other t:o thirds+ :hen it comes do:n to actua&&y 2oo5ing their next ho&iday+ decide they shou&d try some:here ne:. *oc $artin is crucia& 'or reminding those t:o thirds that %orn:a&& is :orth coming 2ac5 to. Some interesting ,oints have come out o' the study+ :ith regards to the ,ractica&ities and im,act o' 'i&ming in tiny communities such as Port Isaac that are heavi&y re&iant on tourism+ inde,endent o' any such e''ect the ,roduction itse&' might induce. Port Isaac has hosted 'i&m shoots 2e'ore B Poldar'# Am" Foster and &aving /race :ere a&& shot there B and so+ says Eon %&eave+ the vi&&age :ent into *oc $artin G:ith our eyes o,en.H There :ere+ ho:ever+ a 'e: com,&aints 'rom vi&&agers during the 'irst series that South 4est Screen he&,ed to smooth over+ such as the ,roduction 2&oc5ing o'' access to 2usinesses and 'i&ming carrying over into schoo& ho&idays. This &atter ,oint is+ says %&eave+ the most im,ortant; GthereAs on&y a cou,&e o' months a year :hen :e can ho,e to ma5e good money.H The vi&&age entered into an Fun:rittenA contract :ith the ,roduction com,any+ /u''a&o+ that 'i&ming :ou&d on&y ta5e ,&ace at o''(,ea5 times+ and that 2usinesses that :ere 2&oc5ed o'' :ou&d 2e com,ensated. *e adds that the attitude o' some ,roduction com,anies is to 'ie&d com,&aints 2y saying Fthin5 ho: 2usy youA&& 2e :hen this 'i&m comes outAD 2ut that 5ee,ing non('i&m tourists ha,,y during 'i&ming :as very im,ortant+ too; G:e canAt ?eo,ardise that.H The 4ade2ridge TI% raised another ,oint; that :or&d:ide ex,osure o' a tiny vi&&age has &ed some visitors to thin5 Port Isaac is much 2igger than it rea&&y is. There is re&ative&y &itt&e accommodation in the vi&&age+ and many ,eo,&e canAt 'u&'i& their desire to stay at the &ocation o' *oc $artin 2ecause o' the &ac5 o' rooms. A 'ina& issue arising during this study is the change in a ,&aceAs identity :hen it 2ecomes associated :ith a ,articu&ar ,roduction. A&though genera&&y ,&eased a2out the e''ects o' *oc $artin on Port Isaac+ %&eave says that he sometimes 'ee&s uncom'orta2&e that the vi&&age+ :ith a&& its rich history and 8&s2erg>SPI -$
August 2007
character+ has 2een reduced to F*oc $artinAs ,&aceA. *e adds that he heard that someone :ho had ,ut their home u, 'or sa&e :as advertising it as 2eing in FPort 4ennA B the name o' *oc $artinAs 'ictiona& home B rather than Port Isaac; something+ he says+ that he 'inds Ghuge&y shame'u&.H
#ocations
A&though the ,rogramme is occasiona&&y 'i&med on &ocation B 'unera& scenes+ 'or instance+ are 'i&med at 7orth 4at'ord %emetery B the series is main&y 'i&med at //% E&stree %entre+ /oreham:ood+ *ert'ordshire+ on the 2iggest ,ermanent set in Euro,e.
8&s2erg>SPI
--
August 2007
1ndependent )ansites
There are many :e2sites dedicated to the soa,+ 2oth in the 6K and a2road. "ans in )os Ange&es+ 'or instance+ have set u, :::.eastenders(:est.com+ :hich has in'ormation on &ocations.
Press Coverage
There have 2een count&ess artic&es :ritten a2out 7ast7nders# inc&uding severa& a2out "assett SIuare <see 2e&o:=.
8&s2erg>SPI
-7
August 2007
Analysis
7ast7nders is an interesting case study. 8n one hand+ anecdota& evidence suggests an interest 'rom its &egions o' 'ans in visiting the &ocations used in the series+ name&y+ the //% studios at E&streeD yet there is a&so the suggestion that its :ider tourism e''ect may 2e a negative one. "irst&y+ the ,ositive tourism ,otentia& o' the series. 4ith its huge 'an2ase+ 2oth nationa&&y and internationa&&y+ it is 'air to assume that i' //% E&stree :ere ever to start 7ast7nders studio tours 'or the ,u2&ic+ these :ou&d 2e at &east as ,o,u&ar as the ,oronation &treet tours run 2y .ranada Studios in 3anchester. The .ranada tours ran 'rom 1088(1000 and :ere a huge success+ attracting 78#+### visitors in 1004 and 2ecoming one o' the to, ten visitor attractions in the 6K. The tours :ere sto,,ed :hen the 'i&ming schedu&e increased as the soa, 2egan to air 'our e,isodes a :ee5+ as 7ast7nders no: does too. As 'or the negative image o' )ondon ,ortrayed 2y the soa,+ :e have yet to see the resu&ts o' 9isit East )ondonAs attem,ts to distance itse&' 'rom the FgrimA :or&d ,ortrayed in 7ast7nders and a,,ea& to American visitors through its use o' the 7e: Kor5(ins,ired moni5er+ FEastsideA. *o:ever+ a &oo5 at :e2 ,ostings 'rom American 'ans o' 7ast7nders sho:s that not a&& 6S vie:ers see the seriesA gritty ta5e on &i'e as o''(,utting. 8ne cou,&e+ :ho :ere invited 2y //% %hoice to visit the set at E&stree+ :rite that they &ove the series ,recise&y 2ecause o' its rea&ism; GItAs di''erent to the ritLy+ ,hony atmos,here o' its 6S counter,arts.H
#ocations
)ondon+ the South East and East o' Eng&and. )ondon &ocations inc&ude ,u2&ic s,aces such as the South /an5 and S&oane SIuare+ and s,eci'ic s,ots such as St. /artho&eme:As %hurch in Smith'ie&d+ the !oya& 7ava& %o&&ege %ha,e&+ St %&ements+ 4est Thurroc5 and 22 *igh2ury Terrace. 8utside )ondon+ &ocations inc&ude the %ro:n *ote& in Amersham+ St. 3ichae&As+ /etch:orth+ !others'ie&d Par5+ East Tisted+ A&2ury Par5+ .ui&d'ord+ .o&dingtons+ Sarratt+ *ert'ordshire.
8&s2erg>SPI
-8
August 2007
#ondon wal3s
)ondon &ocations such as St /artho&eme:As %hurch are inc&uded in severa& :a&5ing tours o' 'i&m &ocations.
Press coverage
The 'i&m received a &ot o' ,ress coverage+ some o' :hich mentioned the &ocations+ in ,articu&ar the %ro:n *ote& in Amersham.
Promotion (y locations
The %ro:n *ote& at Amersham has a ,&aIue outside the room used 2y *ugh .rant and Andie 3c@o:e&& in the 'i&m. St /artho&eme:As %hurch mentions the 'i&m on its :e2site.
August 2007
a day :hen t:o teenagers more or &ess ,assed out as they stood on the su,,osed same s,ot as *ugh .rant+ 2ut that :as a2out it.H
Analysis
3any o' the &ocations used in Four Weddings and a Funeral 'e&t a tourism e''ect as a resu&t o' the 'i&m+ most nota2&y the %ro:n *ote& in Amersham. The rea& im,ortance o' the 'i&m in tourism terms+ ho:ever+ may &ie in something more intangi2&e; the image o' Eng&and it ,romoted overseas+ ,articu&ar&y in the 6S. As the Financial Times :rote in 2## + G%urtis&and+ :ith its 2um2&ing 2ut decent cha,s+ ,o&itica&&y correct rom,s and modernised Ang&icanism is as commercia&&y mar5eta2&e as a tourist destination as many a su,,osed Fheritage /ritainA site.H The &unda" Times concurred; GIt introduced a ne: mode& o' Eng&ishness into the g&o2a& entertainment mar5et,&ace.H !ichard %urtisA romanticised ,ortraya& o' the Eng&ish midd&e c&asses has come in 'or heavy criticism 2y some critics B the ?ourna&ist /ryan A,,&eyard descri2es his :or5 as Fa thin ,arody o' &oca& cu&turesA B 2ut+ &ove him or &oathe him+ it is 'air to assume that his 'i&ms+ 2eginning :ith Four Weddings and a Funeral+ have encouraged in2ound tourism to the 6K. The 6S+ :hich :as the 'i&mAs ,rimary target+ is the 6KAs most im,ortant mar5et+ outnum2ering and outs,ending other nationa&ities visiting the 6K. The resu&t o' this re(2randing o' Eng&and is not on&y seen at individua& 'i&m &ocations associated :ith 8&s2erg>SPI 7#
August 2007
!ichard %urtisA 'i&ms+ 2ut a&so contri2utes heavi&y to the overa&& 6K Fscreen e''ectA 'igures ,resented in this current re,ort+ :hich sho: that a &arge ,ro,ortion o' tourists are in'&uenced in a genera& :ay to visit the 6K 2y the images ,resented in screen ,roducts.
#ocations
*astings. 8ther &ocations inc&ude Kne2:orth *ouse+ the Im,eria& 4ar 3useum+ The )o:er !ed )ion ,u2 and Standon vi&&age.
0hi(ition
An exhi2ition at *astings 3useum and Art .a&&ery :as o,ened to coincide :ith the transmission o' the 'irst ,rogramme.
8&s2erg>SPI
71
August 2007
,ther e0posure
4i5i,edia mentions the drama in its entries on *astings and St.A&2ans.
!idhurst
G7othing :as done on it+H says !ichard %o&e 'rom %hichester @istrict %ounci&. GIt came and :ent.H
ast(ourne
7ei& .a&&ini+ "i&m )iason 8''icer at East2ourne @istrict %ounci&+ says that a&though none o' their tourism Iuestionnaires as5 :hether s,eci'ic ,roductions have encouraged visitors to come to the to:n+ G4e do get 'eed2ac5 that ,eo,&e come to East2ourne to &oo5 at &ocations.H *e adds that there are ,&ans to deve&o, a 3ovie 3a, o' East2ourne+ ins,ired 2y the success o' those ,roduced 2y "i&m )ondon.
Kne(worth House
Kne2:orth sa: a huge rise in visitor num2ers since Fo"le:s War started to air+ 'rom 10$+42$ in 2## to $4 +822 in 2##4. *o:ever+ this increase is &i5e&y to 2e do:n to the massive ex,osure given to the house 'o&&o:ing the hosting o' three !o22ie 4i&&iams concerts in 2## + and a very ,o,u&ar exhi2ition o'
8&s2erg>SPI
72
August 2007
dinosaurs. 8,erations manager 3ia *er2ert re,orts no interest 'rom mem2ers o' the ,u2&ic in Fo"le:s War.
Analysis
Fo"le:s War has had a ,ositive e''ect on tourism to its &ocations+ ,articu&ar&y in *astings+ :hich has made a concerted e''ort to ,romote its connection :ith the drama. *astings @istrict %ounci& has a&so 2een ,ro(active in 'aci&itating the 'i&ming+ 'or instance 2y ,roviding ,ar5ing attendants+ arranging 'or street 'urniture to 2e changed in accordance :ith the needs o' the ,roduction com,any and :or5ing :ith &oca& residentsA associations. A&ong the coast+ another Fo"le:s War &ocation+ East2ourne+ is a&so nota2&y 'i&m('riend&y+ :ith a :e&&( deve&o,ed %ounci& "i&m )iaison 6nit that recent&y distri2uted a "i&m )ocation .uide to over $## 'i&m com,anies and &ocation managers. In "e2ruary 2##-+ it :as announced that 'i&ming in East2ourne had increased 2y 0$P in a year. Kee,ing the &oca& community Fon(sideA is vita& in ,eriod dramas such as Fo"le:s War+ as these ,roductions reIuire residents to agree to the hiding o' modern tra,,ings such as sate&&ite dishes and 2urg&ar a&arms+ the remova& o' cars and the 2&oc5ing o'' o' streets. It is a&so :orth noting that ,eriod 'i&ms and T9 ,rogrammes o'ten attract other simi&ar ,roductions+ 2ecause o' the di''icu&ties in 'inding authentic &oo5ing &ocations in the 6K. $iss $ar(le+ 'or instance+ :as a&so 'i&med in East2ourne+ :hich has architecture 2e'itting stories set in the mid t:entieth century. This study raises the Iuestion to :hat extent a ,o,u&ar ,roduction can enhance the image o' an area. It is :e&& 5no:n that Fo"le:s WarAs ,redecessor+ 2ns(ector $orse+ gave 8x'ord a &ot o' ,ositive ex,osure+ 2ut *astings is some:hat more cha&&enging. 8ne o' the most de,rived to:ns in the Southeast+ it has &ong 2een associated :ith sha22y+ 2ottom(o'(the(rung accommodation+ crime and unem,&oyment. *o:ever+ in recent years+ the to:n has 2een undergoing nota2&e regeneration+ attracting mi&&ions o' ,ounds o' investment and the re,utation as a ,ro,erty Fhots,otA. Kevin /oorman o' *astings @istrict %ounci& says that he doesnAt thin5 that Fo"le:s War has ,&ayed a su2stantia& ,art in this FrenaissanceA B GPeo,&e are not so naXve that they thin5 the to:n is going to 2e &i5e it is on the screenH B 2ut that it has de'inite&y contri2uted to the to:nAs economy. GThere is no dou2t at a&& that the raised ,ro'i&e o' *astings has something to do :ith the ex,osure given to it 2y Fo"le:s War.H As :e&& as high&ighting the ,ro(action o' t:o district counci&s in ,romoting 'i&m(ma5ing and 'i&m tourism+ the study a&so acts as a reminder that+ in other regions+ 'i&m is not seen as a ,riority. In %hichester+ :here 3idhurst :as used as a Fo"le:s War &ocation+ there is very &itt&e 'i&m(re&ated activity+ and no organisation set u, to ,romote it. GItAs not at the to, o' the &ist in this ,art o' the country+H says !ichard %o&e+ *ead o' Tourism and 3ar5eting at %hichester @istrict %ounci&.
8&s2erg>SPI
August 2007
"ina&&y+ Tracey 4oods at the Im,eria& 4ar 3useum raised an interesting ,oint a2out the ,art schedu&ing ,&ays in ,rovo5ing screen tourism. It has 2een noted that T9 ,roductions aired on a Sunday night tend to ,romote re&ated tourismD 3s 4oods adds that the ,eriod 2et:een %hristmas and 7e: Kear is a&so+ in her ex,erience+ a F'erti&eA time. An e,isode o' The AntiBues 0oad &how shot at the museum and aired during that time &ed to a huge in'&ux o' visitors+ 2ecause+ she says+ it is a ,eriod :hen ,eo,&e have &eisure time on their hands and are itching to get out and a2out a'ter days s,ent at home over %hristmas.
#ocations
4rotham Par5+ in *ert'ordshire. Additiona& scenes :ere 'i&med at Syon Par5 in 4est )ondon.
Press coverage
Severa& ne:s,a,er artic&es have mentioned the &ocations used in the 'i&m.
8&s2erg>SPI
74
August 2007
Syon House
The 'i&m attracted Ga 'e: extra visitors+ 2ut the e''ect :as margina&+H says a s,o5es:oman. She attri2utes this to the 'act that the 'i&m :as re&eased in "e2ruary+ :hen the house :as c&osed 'or the :inter+ and that 4rotham Par5 attracted more ,ress coverage.
Analysis
@es,ite its ,rimary &ocation 2eing c&osed to the ,u2&ic+ there is anecdota& evidence that /os.ord Par' generated interest in historic houses+ &eading to an increase in visitor num2ers. The 6KAs historic houses ,&ay a huge&y im,ortant ro&e in the countryAs tourism industry. The *istoric *ouses Association re,ort that there are 2 ,rivate&y(o:ned historic houses and gardens in the country :hich o,en regu&ar&y to the ,u2&ic+ and $ :hich ,rovide some 'orm o' ,u2&ic accessD the 7ationa& Trusts o' Eng&and N 4a&es and Scot&and o:n a 'urther 270. !esearch 'rom the /ritish Tourist Authority re,orts that historic ,ro,erties 'orm one o' the ,rinci,a& reasons 'or attracting incoming 'oreign tourists to the 6K; 7 P visited historic 2ui&dings :hi&st here. "igures recorded in the Eng&ish *eritage 3onitor+ /TAC9/ 9isitor Attraction !e,orts and the **AAs Annua& 9isitor Survey sho: that in 2## + the ,rivate&y o:ned houses a&one attracted a tota& o' 1#.$ mi&&ion visitors+ and in
8&s2erg>SPI
7$
August 2007
addition+ at many o' the ma?or ,ro,erties u, to three times this num2er en?oyed anci&&ary and externa& attractions. "urthermore+ a /TA Internationa& Passenger Survey has sho:n that+ o' the tota& visitor s,end+ on&y 4P is retained 2y the attraction itse&'; the remaining 0-P is s,ent on incoming trans,ort+ accommodation+ catering and the ,urchasing o' other goods and services. There'ore+ a su2stantia& e&ement o' the overa&& tourism contri2ution to the economy derives 'rom ,rivate&y o:ned historic houses. The **A estimates this to 2e around Q1.- 2i&&ion ,er annum. It is+ there'ore+ vita& that the nationAs historic houses are maintained+ and 2oth the &ocation 'ees and increase in visitors ,rovided 2y their 2eing used as 'i&m &ocations are a va&ua2&e too&.
#ocations
)eavesden Studios in *ert'ordshire+ and many &ocations across the 6K. Those in )ondon inc&ude KingAs %ross Station+ )eadenha&& 3ar5et and the !e,ti&e *ouse at )ondon Moo. In the South 4est+ they inc&ude )acoc5 A22ey in 4i&tshire+ .&oucester %athedra&+ and+ in 8x'ord+ the /od&eian )i2rary and %hristchurch %o&&ege. In the East+ *unton2ury vi&&age and the Ashridge and Ayot Estates :ere used. In Scot&and+ .&en 7evis+ .&en'innan+ )och Ei&t+ )och Shie&+ .&encoe and the "ort 4i&&iam to 3a&&aig !ai&:ay. A&so used :ere A&n:ic5 %ast&e in 7orthum2er&and+ @urham %athedra&+ and the 7orth Kor5shire 3oors !ai&:ay.
8&s2erg>SPI
7-
August 2007
!ovie !ap
In 7ovem2er 2##1+ the /TA &aunched a ma?or internationa& tourism cam,aign in con?unction :ith 4arner /ros. to coincide :ith the re&ease o' Harr" Potter and the Philoso(her:s &tone. The F@iscovering the 3agic o' /ritainA initiative 'eatured 2 Harr" Potter &ocations and &in5ed sites on a 3ovie 3a,. 4#+### co,ies :ere ,rinted and the :e2site visited 44+### times during the &ast t:o :ee5s o' 7ovem2er a&one. The cam,aign a&so had a huge im,act overseas; 'o&&o:ing its &aunch+ the %hicago o''ice sa: a ##P increase on the num2er o' F:a&5(inA enIuiries a2out the 6KD the Amsterdam o''ice received 42# emai&s on a sing&e :ee5end in re&ation to the 'i&m. 9isit/ritain continues to ,romote &ocations used in the 'i&ms on their :e2site+ :hi&e 9isitScot&and has a FPottering Around Scot&andA itinerary. 9isit )ondon give in'ormation on Harr" Potter tours and &ocations.
8&s2erg>SPI
77
August 2007
Press coverage
There :as a su2stantia& amount o' internationa& media coverage on the Harr" Potter &ocations.
7loucester
The %athedra& recorded an increase o' $#P on visitor num2ers in 2##2 over 2##1+ 'rom 102+-#4 to 288+0#-. The num2er o' ,eo,&e visiting the tourist in'o centre in .&oucester increased 2y a Iuarter to 4+### in 'irst months o' 2## .
Alnwic3 Castle
6sua&&y receiving around -#+### visitors a year+ the cast&e has seen a 12#P increase since 2eing used as the &ocations 'or *og:arts. According to a 2##$ survey 2y *a&i'ax Trave& Insurance+ 1-P o' visitors said theyAd 2een dra:n there 2y Harr" Potter. The 'i&ms are estimated to have 2rought in Q0 mi&&ion in tourist revenue to the area. This success &ed+ in 2##2+ to the to:n 2eing a:arded Q-#+### under the 3ar5et To:ns Initiative+ :hich :as used to 'inance a F Harr" Potter @ayA o' ,rocessions and events+ re,&acing the to:nAs traditiona& %hristmas %arniva&+ and the ,rinting o' 1#+### extra co,ies o' the A&n:ic5 @istrict ho&iday guide+ :hich :ere distri2uted internationa&&y. The gardens at A&n:ic5 %ast&e sa: a huge gro:th in visitor num2ers+ 'rom 1 +-27 in 2##1 to $0+788 in 2##2 and $1$+81 in 2## .
#acoc3 A((ey
9isitor num2ers rose 'rom $$+#82 in 2### to -4+ 7# in 2##1+ :hen it :as used in the 'irst Harr" Potter 'i&m. 7um2ers continued to rise+ to 77+4 8 in 2##2 and 0 +1 7 in 2## + 2e'ore 'a&&ing to 88+884 in 2##4.
Ashridge state
The $+### acre estate has no :ay o' recording visitors into the grounds+ and ,ro,erty manager+ .raeme %annon+ says that there has 2een the FoddA enIuiry a2out the 'i&m+ 2ut nothing signi'icant. They do not ,romote their &in5 to Harr" Potter.
7len ?evis
Eim 3i&&igan 'rom the 9isitor %entre says they get a &ot o' enIuiries a2out Harr" Potter.
8&s2erg>SPI
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August 2007
7len)innan $iaduct
According to the 7TS+ since the a,,earance o' the viaduct in Harr" Potter and the ,ham!er o. &ecrets in 2##2+ visitor num2ers at the near2y .&en'innan monument increased 'rom 18+### in 2##1 to 22+12$ in 2## . A s,o5esman adds that the truer num2er may 2e even higher+ as this 'igure :as ?ust 'or those :ho came to the tourist in'ormation centre+ rather than inc&uding those :ho :ent straight to the monument.
7lencoe
"irst used in Harr" Potter and the ,ham!er o. &ecrets. 9isitor num2ers to the area have actua&&y decreased since 2##1+ 2ut the im,act on tourism o' that yearAs "oot and 3outh @isease and the Se,tem2er 11th attac5s shou&d 2e ta5en into account. A visitor centre s,o5es:oman says they get a &ot o' enIuiries a2out Harr" Potter. .ordon Ke,,ie+ genera& manager o' the %&achaig Inn in .&encoe+ re,orts a Fmar5ed increaseA in visitors due to the 'i&ms. 8ne day in Eune 2##-+ 'or instance+ the inn catered 'or 1 - American tourists on a Harr" Potter coach tour.
Analysis
As :e&& as 2eing among the most success'u& 'i&ms o' a&& time+ the Harr" Potter series are a&so some o' the most success'u&&y B and aggressive&y B mar5eted in terms o' &ocations. The /TAC9isit/ritain cam,aign has &ed to su2stantia& increases in visitor num2ers at se&ected &ocations across the 6K+ and a host o' inde,endent tours have s,rung u, to cater 'or the seeming&y insatia2&e demand 'or Harr" Potter tourism. !e,orts 'rom internationa& 9isit/ritain o''ices a&& re,ort Harr" Potter as 2eing one o' the 'i&ms most enIuired a2out :ith regards to visiting the 6K. *o:ever+ as :e&& as i&&ustrating the huge tourism ,otentia& o' 2&oc52uster 'i&ms+ the Harr" Potter case a&so high&ights one o' the 2iggest cha&&enges in ma5ing the most o' 'i&m tourism B studio contro& over their va&ua2&e 2rands. %ertain &ocations :ere o''icia&&y endorsed 2y 4arner /ros. to 2e inc&uded on the /TAC9isit/ritain itinerary B such as A&n:ic5 %ast&e+ .&oucester %athedra&+ )acoc5 A22ey+ )ondon Moo+ .oath&and Station and KingAs %ross station B and these have a&& seen a rise in visitor interest. *o:ever+ some &ocations in Scot&and+ such as .&encoe+ .&en 7evis and .&en'innan 9iaduct+ :ere not inc&uded.
8&s2erg>SPI
70
August 2007
.ordon Ke,,ie+ genera& manager o' the %&achaig Inn+ e&a2orates on the 'i&m tourism situation at .&encoe; G4hen ,eo,&e as5 :here Harr" Potter :as 'i&med+ I ?ust ,oint at the mountain.H There are no signs or advertising mar5ing the s,ot :here 'i&ming too5 ,&ace+ and the area :as c&eaned u, 2y the cre:. *e adds that in the ear&ier 'i&ms+ sets :ere actua&&y 2ui&t on the mountain <and dismant&ed a'ter 'i&ming= 2ut that in the &atest 'i&m+ the sets are 2eing com,uter(generated+ and none o' the cast came to the area. A&& the cre: too5 :ith them u, the hi&& :ere some 2&ue screens and sca''o&ding. "ina&&y+ there is one 'act that can easi&y 2e 'orgotten amidst the hy,ed rush to gra2 a s&ice o' the Harr" Potter ,henomenon; that some &ocations do not need or desire the ,u2&icity generated 2y an a,,earance in a 'i&m. In this case+ @urham %athedra& as5ed to 2e &e't o'' the Harr" Potter ma,. A s,o5es:oman says; G4e are 'irst and 'oremost a ,&ace o' :orshi, that ha,,ens to attract ha&' a mi&&ion visitors a year. 4arner /ros. 5ne: o' our intention not to Fcash inA and their 'ees re'&ected this. A&so+ most o' the &ocations :ithin our ,recincts are not accessi2&e to the ,u2&ic and it :ou&d not have 2een a,,ro,riate <mora&&y or commercia&&y= to Fse&&A the Harr" Potter ex,erience :hen+ :ith the exce,tion o' the c&oisters+ no &ocation cou&d 2e seen.H She adds that+ des,ite ,u2&icising their :ish not to 2e commercia&&y &in5ed :ith the 'i&m+ GA cou,&e o' com,anies tried to 2ring their c&ients here as ,art o' the Harr" Potter ex,erienceWthis sto,,ed very soon :hen their customers rea&ised the guides did not ta&5 a2out the 'i&ming+ ?ust the history etc o' this :onder'u& 2ui&ding. I had a very interesting conversation :ith one American tourist :ho 'e&t :e :ere Fri,,ing him o''A unti& I ,ointed out that the tour com,any 5ne: o' our ,o&icy and &ac5 o' access 2e'ore they so&d him the ho&iday.H
#ocations
Egy,t+ Eng&and and 4a&es. 7ota2&e 6K &ocations inc&ude /&enheim Pa&ace <standing in 'or KingAs %o&&ege=D Sto:e Schoo&D 4addesdon 3anor+ /uc5inghamshireD the 3i&&ennium Stadium in %ardi''D the /ritish 3useumD /&ue:ater sho,,ing centreD and street &ocations such as Piccadi&&y %ircus and )eicester SIuare.
8&s2erg>SPI
8#
August 2007
Press coverage
!evie:s o' the 'i&m mention its )ondon setting. It is a&so mentioned in genera& artic&es a2out /o&&y:ood in the 6K.
Stowe School
Anne 3cEvoy+ visitor services manager at Sto:e+ re,orts that a&most no visitors as5 a2out 'i&ming+ 2ut adds that the schoo& is on&y o,en to the ,u2&ic 1## days a year and they do not ,romote their 'i&m connections. The gardens+ :hich are o:ned 2y the 7ationa& Trust+ have had an increase in visitor num2ers+ 'rom 4-+$$0 in 2##1C2 to -8+108 in 2##2C + 2ut :hat ,art 'i&m tourism ,&ayed in this increase is im,ossi2&e to te&&.
"addesdon !anor
A s,o5es:oman says that visitor num2ers to the manor increase year on year B num2ers increased 'rom 1-$+### in 2### to 170+887 in 2##1 to 217+1$7 in 2##2 B 2ut that it is di''icu&t to assess the im,act o' 'i&m tourism on these 'igures. Their visitor Iuestionnaire does not as5 :hy visitors have come to the house+ nor :here they heard a2out it. *o:ever+ she adds+ ex,osure on the //%As series on the 7ationa& Trust in 2## did &ead to a surge o' visitors :ho said their visit :as ins,ired 2y the ,rogramme.
August 2007
o' its 5ind+ detai&ed the &ocations o' 22 'i&ms shot in the 6K since 100# and 17 o&der c&assics. Around $$+### co,ies :ere distri2uted in India and the 3idd&e East.
Analysis
@ue to a &ac5 o' visitor num2er monitoring+ and many o' its &ocations 2eing ,u2&ic s,aces+ it is im,ossi2&e to Iuanti'y the tourism e''ect o' Ka!hi Kushi Ka!hie /ham. *o:ever+ given its huge success 2oth domestica&&y and overseas+ and the ,roven interest o' /o&&y:ood 'ans in seeing the &ocations :here 'i&ms :ere made+ it is sa'e to assume that it has attracted visitors to the 6K. As i&&ustrated 2y the governmentAs measures to attract Indian 'i&mma5ers to the 6K+ the /o&&y:ood tourism ,otentia& is huge+ :ith IndiaAs 2urgeoning midd&e c&ass increasing&y trave&&ing a2road. According to a 2##$ Tourism Trade re,ort 2y 9isit/ritain+ visits to the 6K 'rom India in 2##4 :ere u, 28P on 2## + :ith s,ending u, $ P to reach Q2 8 mi&&ion. The average &ength o' stay in the 6K is 27 days. It is 'orecast that the num2er o' visits to the 6K 'rom India :i&& increase 2y at &east --P 2et:een 2##4 and 2##0. There is a&so much ,otentia& :ithin the 6K+ /o&&y:oodAs 2iggest mar5et outside India; :ith an Asian community o' over 2 mi&&ion+ *indi &anguage 'i&ms account 'or 12P o' 6K re&eases. "or ins,iration+ the 6K can &oo5 to:ards S:itLer&and+ :hich 2ecame /o&&y:oodAs num2er(one country 'or 'oreign &ocation 'i&ming a'ter ,o&itica& unrest made it dangerous to 'i&m in the traditiona& mountain &ocation o' Kashmir. The country has seen a dramatic increase in Indian visitors+ :ith num2ers dou2&ing 2et:een 1002 and 2##$ to around 7$+###+ and it is no: the num2er one Euro,ean destination 'or Indian out2ound tourism. The F/o&&y:ood e''ectA has 2een credited 'or this 2oom; the director Kash %ho,ra+ 5no:n 'or his use o' the S:iss A&,s+ :as ,resented :ith an a:ard 2y the S:iss tourist 2oard in recognition o' the tourism e''ect o' his 'i&ms+ and a &a5e :as named in his honour. 8ther countries ,o,u&ar 'or 'i&ming+ such as 7e: Mea&and+ su,,ort this e''ect. Since 100$ over 1## /o&&y:ood 'i&ms have 2een made in the country+ and Indian visitor num2ers have shot u,. In 2##$+ Prime 3inister *e&en %&ar5 c&aimed that the 2### /o&&y:ood hit &a" Cou ove $e+ 'i&med in Oueensto:n+ :as ,artia&&y credited :ith 2oosting Indian tourists 'rom ### a year in 2### to 18+### in 2##4. Austra&ia+ too+ has seen an mar5ed increase in tourism 'rom India since 'i&ms such as &alaam 8&s2erg>SPI 82
August 2007
)amaste :ere 'i&med there; according to "ran /ai&ey+ 3inister 'or Sma&& /usiness and Tourism+ Indian tourism :as u, 21P in 2##$+ com,ared to a genera& increase o' -.8P. /o&&y:ood 'irst came to Scot&and in 1001+ 2ut 'i&ming activity intensi'ied in 1008+ 'o&&o:ing the success o' Kuch Kuch Hota Hai. Post Kuch Kuch there :as a mar5ed increase in the num2er o' 'i&ms ,er year . Aside 'rom the tax incentives o''ered and the ready(made vie:ing audience in the 6K+ there are severa& more ,rosaic reasons :hy Indian 'i&mma5ers are turning to the 6K. Prem Su2ramaniam+ the head o' /TA o,erations in India+ to&d the *indu Times in 2##2 that the 6K has 2ecome a ,o,u&ar 'i&ming destination 2ecause o' the easy avai&a2i&ity o' the Fright(&oo5ingA extras+ :hereas the Asian community in countries such as S:itLer&and is sma&&+ and 2ecause o' 'ami&iar 'ood and the accessi2i&ity o' the Eng&ish &anguage. @isadvantages cited 'or /o&&y:ood ,roductions in the 6K inc&ude higher costs and stricter 'i&ming conditions than in destinations such as S:itLer&and. /e&&e @oy&e+ )ocations @e,artment 3anager 'or Scottish Screen+ says+ GThe ,ro2&em has a&:ays 2een :ith Indian ,roducers that un&ess :e can o''er some 5ind o' 'inancia& assistance+ itAs not easy 'or them to come over. %ertain&y+ in the &ast /o&&y:ood ,roduction that :as 'i&med in Scot&and there :ere ,ro2&ems in getting the cre: visas. As a resu&t+ a&& the stu'' that had 2een set u, in various &ocations 'e&& through 2ecause there must have 2een a de&ay o' three or 'our :ee5s.H The 6K a&so 'aces sti'' com,etition 'rom other countries eager to get a s&ice o' /o&&y:ood tourism. Irish Prime 3inister /ertie Ahern trave&&ed to 3um2ai in Eanuary 2##- to meet /o&&y:ood ,roducers+ and other countries have 2een simi&ar&y courting the mar5et. Eastern Euro,e+ :hich has gro:n in ,o,u&arity as a 'i&ming destination as a resu&t o' its &o: costs+ non(unionised &a2our and in some cases 'avoura2&e tax 2rea5s+ has a&so attracted /o&&y:ood. The South A'rican tourism 2oard has recent&y a,,ointed the /o&&y:ood star Ani& Ka,oor as a 2rand am2assador. T:o other ,oints are :orth mentioning. "irst&y+ com,ared to 2ig 2udget *o&&y:ood ,roductions+ /o&&y:ood 'i&ming does not tend to in?ect a &ot o' money into the economy at the time o' shooting; most&y :or5ing on &o:er(2udgets+ ,roducers tend to 2ring their o:n cre:s rather than uti&ise &oca& :or5ers. Kevin %o:&e+ 'ormer )ocations @e,artment 3anager o' Scottish Screen+ noted+ GThere is not a &ot o' &oca& s,end+ 2ut they do generate tourism.H A&so o' note is that 'act that /o&&y:ood tourism ta5es time to mature. A 'eature a2out the su2?ect in the .uardian in 2##2 noted that G/ritain is 'o&&o:ing a trend set 2y S:itLer&and+ once a /o&&y:ood 'avourite. The 'i&ming has no: dried u,+ 2ut the tourism remains. Industry insiders in Scot&and say tourism ta5es years to gro:. Scot&and reached ,ea5 ,o,u&arity 'or /o&&y:ood shoots over the &ast three years B 2ut tourism is ?ust 2eginning to 2oom.H
August 2007
In 2##$+ ocal Hero to,,ed a ,o&& 2y the /ritish "i&m @istri2utors Association 'or the most atmos,heric use o' a /ritish &ocation.
#ocations
The 'ictiona& vi&&age o' "erness :as most&y 'i&med in Pennan+ on the East coast o' Scot&and. The vi&&ageAs 2each+ :hich ,&ays a crucia& ,art in the 'i&m+ is &ocated 2## mi&es a:ay on the other side o' Scot&and+ at 3orar.
$isitScotland promotion
The to:n a&so 'eatured in FScot&and in "i&m and T9A+ one o' 9isitScot&andAs three additiona& itineraries that 'ormed ,art o' its Euro,ean Touring %am,aign 'or 2##-. These initiatives :ere antici,ated to 2e advertised in 'ive mi&&ion inserts in &i'esty&e and ne:s magaLines.
Press coverage
The success o' ocal Hero &ed to a &arge amount o' media ex,osure o' the &ocations+ inc&uding a Scottish Te&evision ,rogramme in :hich @enis )a:son revisited the 2each at 3orar.
8&s2erg>SPI
84
August 2007
!orar
The sandy 2each at 3orar has not 'e&t the e''ect o' ocal Hero as strong&y as Pennan+ 2ut there is sti&& anecdota& evidence o' an increase in visitors as a resu&t o' the 'i&m. Angie )e:is+ a near2y resident+ said in 100$+ GI sti&& get strangers 5noc5ing on my door to as5 a2out the 2eachHD %o&in 3ac@ona&d+ the o:ner o' a &oca& garage+ says+ GIt has a2so&ute&y 2een good 'or 2usiness. Es,ecia&&y :ith Americans+ they a&& come here and as5 :here the 2each is.H
Analysis
ocal Hero c&ear&y had a dramatic e''ect on tourism in Pennan+ its main &ocation+ and to a &esser degree the 2each at 3orar. This can 2e attri2uted to the setting 2eing integra& to the story; the vi&&age o' "erness is the main FcharacterA in the 'i&m+ sym2o&ising natura& 2eauty and a :ay o' &i'e ,otent enough to trans'orm a manAs vie: o' the :or&d. The 'i&mAs theme o' Fesca,eA may have a&so had an e''ect; the 4or&d:ide .uide to 3ovie )ocations notes that many o' the most ,o,u&ar 'i&ms to ins,ire tourism+ such as Thelma and ouise+ &hirle" +alentine and The %each+ share this theme.
8&s2erg>SPI
8$
August 2007
It is a ,ity B 2ut not a sur,rise+ given its in'rastructure B that there :as no ,recise visitor monitoring in Pennan+ as it is a rare exam,&e o' a &ocation :hose tourism e''ect can 2e a&most entire&y attri2uted to a sing&e 'i&m. A'ter an initia& in'&ux o' visitors+ ocal Hero has had a s&o:(2urning tourism e''ect+ su,,orting the theory that 'i&ms :ith cu&t status tend to have &ongevity in this res,ect. @oune %ast&e in Stir&ingshire+ a setting 'or $ont" P"thon and the Hol" /rail+ sti&& receives visitors ins,ired 2y the 'i&m+ made in 107$; in res,onse to demand+ the cast&eAs ste:ard 5ee,s a stash o' coconut she&&s 'or those :ho :ant to re(enact scenes. Ki5cud2right+ :here 107 As The Wic'er $an :as 'i&med+ sti&& gets 'i&m tourists. The a&ternative music 'estiva&+ the 4ic5erman "estiva&+ ta5es ,&ace in the area annua&&y. Simi&ar&y+ Ei&ean @onan %ast&e in Scot&and re,orts that ,eo,&e sti&& come to the cast&e 2ecause o' its connection :ith Highlander+ 'i&med over 2# years ago. *o:ever+ in Pennan+ this s&o:+ steady stream o' tourists is not enough to re&y on+ es,ecia&&y since the dec&ine o' its 'ishing industry. In 2### /aden .i2son+ the har2our master+ said+ GThe vi&&age made a &ot o' money 'rom ocal Hero+ 2ut that :as 18 years ago+ and :eAre ready 'or another 2oost no:.H The study a&so high&ights the issue o' the im,act o' 'i&m tourism on tiny communities. The survey conducted in Pennan in 2### sho:ed that the ma?ority o' residents thought that 'i&ming :as 2ene'icia& to the vi&&age+ 2ut the 5noc5(on e''ects o' the ex,osure have not a&& 2een ,ositive. Some residents 'ee& that the money generated 2y the tourists is not :orth the strain they ,ut on the vi&&age. There is a&so the Iuestion o' :hether the 'i&m has exacer2ated the dec&ine in ,ermanent residents o' the vi&&age. 9ince 3e&vin+ the o:ner o' the Pennan Inn+ says that no: there are on&y seven ,ermanent residents in the vi&&ageD many o' the houses have 2een so&d as ho&iday homes+ there are on&y one or t:o ,eo,&e :ho go out to :or5. GItAs 2ecome a theme ,ar5 ty,e vi&&age no:.H /ut he thin5s this :ou&d have ha,,ened any:ay B GThe 7orth East coast is 'o&&o:ing the 4est coast+ &ots o' ,eo,&e are 2uying homes as investments. I donAt thin5 itAs ?ust to do :ith ocal Hero.H A study into the e''ects o' 'i&m(induced tourism on country to:ns has 2een underta5en 2y Sue /eeton+ 'rom )a Tro2e 6niversity in 9ictoria+ Austra&ia. She :rites; GAn in'&ux o' visitors is not a&:ays :e&come or advantageous+ :ith many country to:ns unsuited to su,,orting the concomitant tourism gro:th 2ecause o' &imited in'rastructure+ 'aci&ities and services. In most cases the &oca& community did not see5 to 2e the site 'or the 'i&ming+ yet they are &e't to co,e :ith the conseIuences o' increased tra''ic+ cro:ding and ,o&&ution.H Sometimes+ she adds+ the ex,osure can actua&&y have a detrimenta& e''ect on the &oca& economy. GA ,ertinent exam,&e o' this is the to:n o' .oath&and <the to:n ,ortrayed as Aidens'ie&d in the Eng&ish T9 series Heart!eat= :here it :as 'ound that a&though the to:nshi, o' 2## residents had u, to 1.1 mi&&ion annua& visitors+ hote&iers :ere ex,eriencing &o:er occu,ancy &eve&s than ,rior to the success o' the series. This sma&& country to:n+ once a Iuiet tourist retreat+ no: 'ound itse&' re,ositioned as a signi'icant day visitor attraction. %onseIuent&y+ there has 2een a 'undamenta& change in the nature o' the vi&&age and its re&ationshi, :ith visitors+ :hich has 2ecome more resent'u& due to cro:ding and the &oss o' o,,ortunities 'or the &oca& community to use its o:n 'aci&ities.H Another ,oint raised is the im,ortance o' &oca& communities F'o&&o:ing throughA a'ter ex,osure on 'i&m in order to harness the tourism e''ect. @r Andy Pratt+ 'rom the )ondon Schoo& o' Economics+ :ho has conducted a study on the im,act o' 'i&ming on rura& &ocations+ ,in,oints three 'actors :hich determine the 2ene'it a &ocation :i&& derive 'rom 2eing used on 'i&m; 'irst&y+ that the vie:er recognises the 8&s2erg>SPI 8-
August 2007
&ocationD second&y+ that the 'i&m is su''icient&y success'u& to attract a 2ig audience and third&y+ that tourists thus s,urred on can easi&y access the site. ocal Hero+ it cou&d 2e argued+ did not 'u&'i& the third criteria+ as the 2each at 3orar is 2ad&y sign,osted and not easi&y accessi2&e. )ast&y+ the case o' ocal Hero+ made in 108 + sheds &ight on ho: 'ans discovered the &ocations used in 'i&ms 2e'ore the Internet made such in'ormation avai&a2&e. 8ne 'an+ @r 4i&&iam Shac5&e'ord+ :ho :as ins,ired 2y the 'i&m to ma5e a tri, to Scot&and in 100 + :rites; G3y 'irst 2it o' in'ormation a2out 'i&m &ocations must have come 'rom the rather vague 'i&m credits at the end o' the movie+ :hich :ere Iuite hard to read on the 9%! ta,e that I sa: severa& times. I must have attem,ted to F,auseA the ra,id&y ro&&ing 'i&m credits. I :ent Zto Scot&and[ on&y :ith the vague notion or in'ormation that it :as 'i&med 2et:een "ort 4i&&iam and :est('acing 2eaches across 'rom S5ye.A 8nce in the area+ he as5ed around &oca& 2usinesses unti& he :as to&d o' the &ocations.
#ocations
Private homes and contem,orary )ondon &ocations+ such as the Tate 3odern+ the F.her5inA+ the )&oyds /ui&ding+ the !oya& 8,era *ouse+ /&ac5'riars /ridge+ %am2ridge %ircus and the %ovent .arden *ote&.
8&s2erg>SPI
87
August 2007
>irectorFs promotion
4oody A&&en+ at the 'i&mAs ,remiere at %annes in 2##-+ exto&&ed the virtues o' )ondon+ 2oth in the creative 'reedom it o''ered 'i&m(ma5ers+ as o,,osed to *o&&y:ood+ and the 2eauty o' the city.
>$> promotion
To coincide :ith the re&ease o' the @9@+ This Is )ondon and 4arner *ome 9ideo ran a com,etition to :in a mea& at /rasserie 3ax+ a restaurant 'eatured in the 'i&m.
Press coverage
The 'i&m received a huge amount o' internationa& ,ress coverage+ and many o' the revie:s mentioned A&&enAs treatment o' )ondon; 'or exam,&e+ 'rom the )ew Cor' Times; GThe !oya& 8,era *ouse and 7orman "osterAs .her5in &oo5 t:ice as good as they do on the Trave& %hanne&.H 8ther artic&es s,eci'ica&&y 'ocused on his ,ortraya& o' the city+ such as+ in the )ew Cor' TimesA trave& section in "e2ruary 2##-+ FThe )ondon o' 3atch Point.A
Analysis
As :ith ,loser+ there is very &itt&e evidence either :ay attesting to :hether or not there :as a tourism e''ect o' $atch Point on its &ocations+ due to them 2eing most&y ,u2&ic areas. As a sho:case 'or )ondon+ it might :e&& have encouraged vie:ers to visit the city+ ,articu&ar&y those 'rom Euro,e+ :here A&&enAs 'i&ms tend to 2e 2etter received than in the 6S. 9isitors to the 6K 'rom "rance+ :here A&&en is es,ecia&&y ,o,u&ar+ tend to 2e young B Tourism Trade 'ound that -2P o' "rench ho&iday visitors to the 6K are under $ B and this age 2rac5et chimes :ith those 'ound most &i5e&y to engage in 'i&m tourism.
#ocations
Private streets and houses in and around 7ottingham. 8&s2erg>SPI 88
August 2007
Press coverage
The //% :e2site 'or the East 3id&ands has a 'i&m &ocation section :hich mentions the 'i&m. !evie:s o' the 'i&m invaria2&y mentioned its 7ottingham setting.
Analysis
There is no evidence either :ay o' a tourism e''ect 'rom =nce U(on A Time 2n The $idlands. Severa& 'actors+ 2eyond the 'i&mAs &ac5&ustre ,er'ormance at the 2ox o''ice and a &ac5 o' ,romotion+ are &i5e&y to 2e res,onsi2&e 'or this. There is the 'act that the 'i&mAs setting B &arge&y non(descri,t residentia& streets B is neither dramatic nor ins,irationa&+ a 'actor that may inhi2it 'i&m tourism even i' a 'i&m is success'u&. The 'i&m may have a&so ,ut o'' overseas vie:ers 'rom 2eing simu&taneous&y non(s,eci'ic in its &ocation <Git doesnAt do much to ma5e it c&ear to non(/ritish vie:ers :hat or :here they areH+ com,&ained the %oston Herald= and too Fregiona&A; the $ontreal /aDette :rote that GThe dia&ect is g&orious&y incom,rehensi2&e.H As i&&ustrated 2y The Full" $ont"+ it is ,ossi2&e 'or a gritty+ un(o2vious &ocation to 2ecome a ,&ace o' ,i&grimage as a resu&t o' a 'i&m. A'ter noticing an interest 'rom visitors in the 'i&mAs &ocations+ tourism o''icia&s in She''ie&d &aunched tours to the 'i&mAs &o:(5ey &ocations+ and the /TA inc&uded the cityAs Eo2 %entre on a 3ovie 3a,. The Full $ont" :as+ ho:ever+ a :or&d:ide ,henomenon+ so ,erha,s the com,arison is un'air.
8&s2erg>SPI
80
August 2007
#ocations
Ardveri5ie Estate+ near )aggan+ and various surrounding vi&&ages.
8&s2erg>SPI
0#
August 2007
Press coverage
There have 2een many ne:s,a,er artic&es+ 2oth in the 6K and a2road+ a2out F3onarch %ountryA.
99C promotions
The //% site 'or the drama inc&udes a 'i&m high&ighting the scenery o' the 'i&m+ F*igh&and "&ingsA. A 2##1 //% Holida" ,rogramme 'eatured F3onarch %ountryA+ :ith the stars o' the sho: ,romoting the area.
,ther e0posure
In 2##2+ Ardveri5ie 'eatured on the cover o' the $ansion ocations in &cotlandAs most 2eauti'u& country houses. The $ansion ocations in &cotland 2rochure is a ,romotiona& 2oo5&et ,roduced 2y the )ocations @e,artment o' Scottish Screen :ith some 'inancia& su,,ort 'rom 9isitScot&and. The &ocations are a&so 'eatured in the 2oo5 and :e2site+ &cotland The $ovie.
Ardveri3ie
The house and grounds are ,rivate+ 2ut cottages can 2e rented. The estate does not 5ee, a record o' visitor num2ers+ 2ut !hoderic5 7o2&e 'rom the Ardveri5ie Estate says that there has 2een a huge e''ect 'rom the series. The estateAs .ate )odge+ :hich 'eatures in the series+ is so&id&y 2oo5ed this year and the next. Previous to the series+ it :as never &et so 'ar in advance. *e adds that he can te&& 'rom the enIuiries at the estate o''ice :here the series has 2een recent&y sho:n; in 2##$+ 'or instance+ there :ere a &ot o' Austra&ians and 7or:egians ma5ing enIuiries.
Kingussie
In Se,tem2er 2##2+ /i&& .i&2ert+ the co(o:ner o' the Scots *ouse *ote& in Kingussie+ said+ GA &ot o' ,eo,&e are coming to the area on the strength o' $onarch. ItAs certain&y extended the season. ItAs
8&s2erg>SPI
01
August 2007
im,ortant 'or an area sti&& ma5ing u, &osses 'rom &ast yearAs "oot and 3outh. TheyAve he&,ed and :e are rea&&y grate'u&.H
?ewtonmore
A s,o5es:oman 'or the S:a&&o: *igh&ander *ote& in 7e:tonmore+ :hich has a&so 2een used as &ocation 'or $onarch o. the /len+ says that the series has 2een o' 2ene'it to them+ and tours are sti&& coming; GThe e''ect hasnAt :orn o'' yet.H
Analysis
$onarch o. the /len re,resents one o' Scot&andAs most innovative and success'u& mar5eting initatives; a coordinated strategy 2et:een regiona& and nationa& tourist 2oards+ &oca& counci&s+ ,rivate 2usinesses+ the screen agency and the ,roducer to ca,ita&ise on the ex,osure given to an area 2y its a,,earance on screen. The re(2randing o' /adenoch and Straths,ey as F3onarch %ountryA has revita&ised the mid( *igh&ands region. "urthermore+ the use o' a ,roductionAs cast as am2assadors 'or a &ocation+ im,&emented 2y $onarch o. the /len+ has 2een ,roven to 2e a very success'u& mar5eting too&. This can 2e i&&ustrated 2y the Austra&ian Tourist /oardAs use o' ,rocodile *undeeAs Pau& *ogan as the F'aceA o' Austra&ia in :hat turned out to 2e one o' the most success'u& and memora2&e tourist ,romotion cam,aigns o' the 108#s+ and EerseyAs simi&ar use o' Eohn %ergerac 7ett&es. The success o' the $onarch cam,aign has 2een :ide&y recognised. In 2##1+ Patricia Ecc&es+ co(ordinator o' the 3onarch %ountry initiative and director o' the %airngorns %ham2er o' %ommerce+ s,o5e at the Scot&and 6nited Tourism %on'erence in Edin2urgh o' ho: sma&& 2usiness and &oca& tourist 2oards :or5ed together to create the scheme+ and ca&&ed u,on the ,rivate sector to ,&ay a greater ro&e in ,romoting tourism. And+ in 2##$+ the director o' Ecosse "i&ms+ @oug&as !ae+ :as a:arded the Si&ver Thist&e 2y 9isitScot&and 'or his outstanding contri2ution to the deve&o,ment o' tourism in Scot&and. Peter )ederer+ the chairman o' 9isitScot&and+ said+ GA series &i5e $onarch o. the /len+ :hich is sho:n a&& over the :or&d+ is the sort o' advertising money ?ust cannot 2uy.H
8&s2erg>SPI
02
August 2007
#ocations
Scot&and and the South 4est. Scottish &ocations inc&ude Ardveri5ie+ @uns %ast&e and Taymouth %ast&e. The exterior o' 8s2orne *ouse on the Is&e o' 4ight :as a&so used. The FauthenticA &ocations used :ere 8s2orne *ouse+ Oueen 9ictoriaAs ho&iday home+ and Taymouth %ast&e+ :here 9ictoria and A&2ert s,ent their honeymoon.
ST9<,deon promotion
As ,art o' a Scottish Tourist /oard initiative+ 8deon cinemas o''ered Eng&ish audiences o' $rs %rown 2('or(1 o''ers on staying at Scottish hote&s.
8&s2erg>SPI
August 2007
Press Coverage
A num2er o' artic&es in the nationa& and internationa& ,ress mentioned the 'i&mAs &ocations+ most common&y 8s2orne *ouse.
Ardveri3ie
The estate does not 5ee, visitor 'igures. !hoderic5 7o2&e+ the estate 'actor+ says that there is a 2it o' interest+ 2ut+ com,aring it to $onarch o. the /len+ says+ GIt certain&y didnAt have an e''ect &i5e 3onarch.H In the ,ast t:o years+ he can reca&& on&y one ,erson actua&&y as5ing a2out $rs %rown.
,s(orne House
9isitor num2ers shot u, immediate&y on re&ease o' the 'i&m in 1007+ and the house received $#+### visitors in the ten :ee5s 'o&&o:ing. /y the end o' the season in 1008+ it received 2$#+### visitors+ u, 2$P on the ,revious year. !evenue+ 'rom admissions and sa&es+ :as Q1.1 mi&&ion+ a 2#P increase on 100-. Prior to its screen a,,earance+ visitor num2ers had 2een 'a&&ing 'or severa& years. In 2##$+ the house had 2 $+$$8 visitors+ an increase o' 7P on 2##4.
"ilton House
7ige& /ai&ey o' 4i&ton *ouse does not reca&& any nota2&e increase in visitors as a resu&t o' the 'i&m.
8&s2erg>SPI
04
August 2007
Analysis
$rs %rown s,ar5ed a signi'icant increase in visitors to 8s2orne *ouse+ and may have contri2uted to a reviva& o' interest in Oueen 9ictoria. The story(&ine and &ocations o' the 'i&m ta,,ed into the esta2&ished interests o' visitors to the 6K; a /TA visitor survey in 1008 re,orted that heritage :as a ma?or 'actor in the decision o' 7#P o' overseas visitors to come to the 6K+ and that 7 P o' them visited historic 2ui&dings :hi&st in the country+ com,ared to 4P visiting art ga&&eries+ and 2P theatres. As :ith %raveheart+ it seems that :hen a 'i&m 'eatures a strong historica& character+ vie:ers are more attracted to &ocations :ith rea&(&i'e associations :ith the character+ rather than the &ocations at :hich the 'i&m :as actua&&y shot. 8s2orne *ouse+ rather than Ardveri5ie or @uns %ast&e+ received 2y the 'ar the greatest tourism e''ect.
#ocations
7otting *i&& &ocations inc&ude Porto2e&&o !oad mar5et+ 4est2ourne Par5 !oad+ %o''ee !e,u2&ic on Porto2e&&o !oad+ the *em,e& *ote& and the %oronet %inema. 8ther )ondon &ocations inc&ude Ken:ood *ouse and the !itL. A&though it :as not actua&&y used in the 'i&m B the exterior :as 'i&med at an antiIues sho, on Porto2e&&o !oad and the interior :as shot at She,,erton studios B FThe Trave&
8&s2erg>SPI
0$
August 2007
/oo5sho,A on /&enheim %rescent :as the ins,iration 'or the 2oo5sho, the *ugh .rant character :or5s in+ and to a&& extents and ,ur,oses can 2e considered a F&ocationA
7uided Tours
Severa& )ondon guided tours+ such as the F"o&&o: The StarsA 'i&m &ocation :a&5+ inc&ude )otting Hill.
>$> e0tras
The @9@ o' the 'i&m inc&uded a ma, o' the &ocation+ :ith addresses o' second hand 2oo5sho,s etc.
Press coverage
The 'i&m generated a huge amount o' media coverage+ a&& o' :hich+ o2vious&y+ mentioned the &ocation.
August 2007
Analysis
Strong anecdota& evidence suggests that )otting Hill ,rovo5ed a huge in'&ux o' tourists to 7otting *i&&+ :ho might not have other:ise thought o' visiting+ and has resu&ted in the area 2ecoming esta2&ished as a Fmust(seeA on )ondon tourist itineraries. Eight years &ater+ the e''ect o' the 'i&m is sti&& strong+ as evidenced 2y the &ocations invo&ved. This su2stantia& tourism e''ect is easy to understand. The 'i&m re,resents the u&timate ,roduct ,&acement; its tit&e and &ocation are one and the same+ and 7otting *i&& is ,ortrayed very ,ositive&y+ as a 'riend&y+ attractive Fvi&&ageA :here one ?ust might meet a 'amous 'i&m star and rea&ise ones u&timate 'antasy. Then+ there is the sheer &eve& o' ex,osure; the 'i&m :as huge&y success'u&+ and seen 2y mi&&ions o' ,eo,&e around the :or&d. And+ 'ina&&y+ as &ong as one is not ex,ecting to 2um, into Eu&ia !o2erts in the street or 2e served 2y *ugh .rant in a sho,+ a visit to the area itse&' is un&i5e&y to disa,,oint. 6n&i5e some other 'amous &ocations+ sights 'eatured in the 'i&m B or strong&y associated :ith it+ such as The Trave& /oo5sho, B are sti&& identi'ia2&e+ and the area+ i' not as c&ean and cosy as ,ortrayed on screen+ is one o' the most g&amorous and vi2rant in )ondon. Such a sure('ire tourism e''ect on an area ce&e2rated 'or its uniIue character and vi&&agey atmos,here is not+ o' course+ :ithout its dangers. These :ere ac5no:&edged 2y the 'i&mAs ma5ers around the time o' re&ease+ :hen !ichard %urtis and the director+ !oger 3iche&&+ :arned 7otting *i&& that the 'i&m may resu&t in Fcommercia& c&eansingA as the area ada,ted to its ne: g&o2a& ex,osure. 3iche&& :as Iuoted as saying; GEver since :e 'i&med+ sho,s that :ere do:n(mar5et hard:are stores have turned into Seatt&e %o''ee Sho,sW.7o dou2t our 'i&m :i&& go some :ay to:ards ruining :hat it va&ues most.H *e added that )otting Hill G:as a souvenir o' :hat the area :as &i5e in the &ate 0#sH B in other :ords+ 2e'ore the im,act o' the 'i&m :as 'e&t. *e a,o&ogised in the 7vening &tandard and donated some o' the 'i&mAs ,ro'its to &oca& charities. Such :orries+ ho:ever+ have not 2een :ho&&y rea&ised. Eight years a'ter the 'i&mAs re&ease+ there are more chain co''ee sho,s on the Porto2e&&o !oad than 2e'ore+ 2ut no more than in other :e&&(hee&ed areas o' )ondon B in 'act+ the road retains an unusua&&y high num2er o' inde,endent 2usinesses. 8&s2erg>SPI 07
August 2007
Pro,erty ,rices and rents have shot u,+ 2ut this cannot 2e 2&amed on the 'i&m; a&& o' )ondon has ex,erienced simi&ar in'&ation+ and 7otting *i&& :as+ even 2e'ore the 'i&m came out+ a high&y desira2&e &ocation. According to 7ic5 %reagh(8s2orne+ the manager o' the rea& Trave& /oo5sho,+ a 2randed Trave& /oo5sho, At&as is one o' the sho,As 2iggest se&&ing items+ G,resuma2&y 2ought as souvenirs 2y tourists :ho :ant to have something :ith the name on.H Sti&&+ he says+ the sho, needs to try more to turn tourist interest into sa&es+ and to this end+ they have moved the F)ondonA section to the 'ront o' the sho,+ :ith the thin5ing that these are the 2oo5s the tourists are most &i5e&y to 2uy. %reagh(8s2orne is adamant+ ho:ever+ that the sho, :i&& continue to 5ee, its integrity and not succum2 to the thra&& o' )otting Hill tourists. GI :ant to avoid the F@isney'icationA o' the sho,+H he says. GIt :ou&d 2e easy to 2ecome a ,arody o' FThe Trave& /oo5sho,A+ 2ut I :ant it to 2e res,ected as a great 2oo5sho, in its o:n rightH.
#ocations
@er2yshire. %rich+ on the edge o' the Pea5 @istrict 7ationa& Par5+ :as the main &ocation o' %arda&e during series 1(11D )ongnor+ in /uxton+ too5 its ,&ace in the 12th series.
99C promotion
The //% @er2yshire :e2site has a ,age on Pea' Practice &ocations in %rich.
8&s2erg>SPI
08
August 2007
8&s2erg>SPI
00
August 2007
Analysis
There is no research on the tourism e''ect o' Pea' Practice# 2ut anecdota& evidence suggests that the series has had an im,act on visitors to its &ocations+ most common&y as a tourism FenhancerA B a connection that enhances the visit o' a tourist a&ready decided on the area B rather than a FdriverA. It seems that since the series ended the e''ect has died a:ay some:hat+ a&though those intervie:ed do not a,,ear too concerned a2out the economic im,act o' this. A&though tourism is huge&y im,ortant to the region+ and is its 'astest gro:ing industry+ the Pea5 @istrict is a&ready a :e&& recognised and ,o,u&ar attraction; the second most visited nationa& ,ar5 in the :or&d+ more than 22 mi&&ion visitor days are s,ent there each year. It does not de,end on the tourism e''ect o' ,roductions such as Pea' Practice. The tourism issues 'or the Pea5 @istrict are &ess a2out ho: to attract more visitors+ 2ut rather+ ho: to manage the im,act o' those it a&ready receives+ 'or instance+ in terms o' environmenta& damage B 0#P o' visitors to the region come 2y car. There is a&so the 'act that most visitors do not stay overnight B according to the *igh Pea5 Tourism Economic Im,act Assessment 2###+ out o' .2 mi&&ion visitors :ho came to the *igh Pea5 that year+ 2.- mi&&ion :ere day tri,,ers+ :hich resu&ts in a &o: s,end ,er head com,ared to other tourist areas. A&though T9 ,rogrammes such as Pea' Practice+ :hich 'ocus on a tight geogra,hica& area+ can 2e instrumenta& in dra:ing visitors to a &ocation+ ,romoting these ,roductions is not necessari&y the 2est :ay o' tac5&ing s,eci'ic tourism issues such as those 'e&t 2y the Pea5 @istrict. This is i&&ustrated 2y the 'amous exam,&e o' .oath&and+ the &ocation o' Heart!eat+ :here+ a&though visitor num2ers increased 'o&&o:ing the series+ overnight visits actua&&y decreased as inde,endent+ &onger(staying visitors :ere re,&aced 2y coach &oads o' day(tri,,ers.
8&s2erg>SPI
1##
August 2007
#ocations
9arious &ocations around the East 3id&ands and South 4est. %hats:orth *ouse+ as FPem2er&eyA+ :as used as a &ocation 'or the 'irst time in 'i&m or T9. /urgh&ey *ouse :as F!osingsA+ and Stam'ord vi&&age stood in 'or the 'ictiona& 3eryton. 8ther &ocations inc&ude /asi&don Par5+ *addon *a&& and 4i&ton *ouse.
>$> insert
The @9@ re&ease inc&uded an insert ,romoting Pride and Prejudice country.
Chatsworth premiere
E3(3edia a&so ?oined 'orces :ith 9isit )inco&nshire and @er2yshire and the *igh Pea5 @3Ps to host a ,remiere o' the 'i&m at %hats:orth *ouse 'or media and trade.
8&s2erg>SPI
1#1
August 2007
Press coverage
/e'ore+ during and a'ter the 'i&m :as re&eased+ a,,roximate&y 0# ?ourna&ists 'rom the 6K and a2road visited the Pride and Prejudice &ocations+ generating around Q4 mi&&ion in ,u2&icity+ according to 9isit/ritain 'igures.
Stam)ord village
.raeme /ur&ey+ the mar5eting manager o' Stam'ord TI%+ re,orts the centre received 1+48$ extra visitors 2et:een the 'i&mAs re&ease in Se,tem2er 2##$ and 3arch 2##-. 4hat ,ro,ortion o' these came ,ure&y 2ecause o' Pride and Prejudice he cannot say+ 2ut thin5s it is &i5e&y a num2er did+ considering the increase occurred over the usua&&y Iuiet ,eriod o' :inter. *e adds that a &oca& grou, made Pride and Prejudice ca&endars to se&& in the to:n+ and 7$# o' these :ere so&d. *e a&so adds that the tourism e''ect o' Pride and Prejudice on Stam'ord :as minor com,ared to the im,act o' the 1004 T9 series $iddlemarch.
Chatsworth House
Kay !oach'ord at %hats:orth *ouse says there has 2een no signi'icant rise in visitor num2ers since the re&ease o' the 'i&m.
9urghley House
In the month 2et:een the 'i&m o,ening and the house c&osing in 2##$+ there :as a visitor increase o' 4#P at :ee5ends. Since o,ening on 1st A,ri& 2##-+ visitor num2ers increased 2y 2#P on the ,revious year+ on a day(2y(day 2asis. In a survey o' visitors in 2##-+ #P said their visit :as ins,ired 2y the 'i&m.
8&s2erg>SPI
1#2
August 2007
"ilton House
There are no exact visitor num2ers avai&a2&e+ 2ut s,o5esman 7ige& /ai&ey does not 2e&ieve that 'igures since the 'i&mAs o,ening are signi'icant&y higher than the -#(8#+### the house usua&&y receives during its o,en season 'rom A,ri&(8cto2er. There have 2een no s,eci'ic reIuests 'rom mem2ers o' the ,u2&ic :ho have 2een ins,ired to visit 2y the 'i&m.
Analysis
Pride and Prejudice has had an undou2ted+ and+ in some cases su2stantia&+ e''ect on tourism in )inco&nshire+ @er2yshire and the Pea5 @istrict. The ?oint initiative o' the visit,rideand,re?udice.com :e2site is &arge&y res,onsi2&e 'or this; the houses 'eatured as the Fstars o' the 'i&mA on the 'irst ,age o' the :e2site B %hats:orth *ouse+ /urgh&ey *ouse+ Stam'ord and *addon *a&& B have a&& had increased visitor num2ers+ and its on&ine 2oo5ing 'or hote&s have great&y 2ene'ited &oca& 2usinesses. Those 'eatured &ess ,rominent&y+ such as /asi&don Par5+ have a&so 2ene'ited+ ,art&y though their o:n ,u2&icity e''orts. Severa& ,oints have arisen 'rom the study. 8ne is the ro&e o' &ocations im,&ementing their o:n ,u2&icity cam,aigns during their negotiations :ith 'i&m com,anies. 7ige& /ai&ey o' 4i&ton *ouse com,ared the insigni'icant im,act o' Pride and Prejudice on visitor num2ers at 4i&ton *ouse to the su2stantia& increase at /asi&don Par5+ and suggested this :as 2ecause the &atter had negotiated ,u2&icity reIuirements :ith 6niversa& ear&y on in discussions+ tying these reIuirements in :ith the 'aci&ity 'ee. 4i&ton *ouse+ :ho did not do this+ 'ound that trying to o2tain ,u2&icity materia&s 'rom the com,any 'o&&o:ing the 'i&mAs re&ease :as extreme&y di''icu&t. "or exam,&e+ 2ehind(the(scenes sti&&s 'rom the 'i&m :ere di''icu&t to o2tain as they each had to 2e 'irst a,,roved 2y a&& the actors ,ictured. A&so interesting is a com,arison 2et:een the tourism e''ects o' the 100$ //% mini(series o' Pride and Prejudice and this recent 'i&m version. 8n the :ho&e+ it a,,ears that the mini(series had a more dramatic e''ect on visitor num2ers. )yme Par5+ 'or exam,&e+ :hich :as used as a &ocation in the 100$ series+ sa: an increase o' 178P. Knoc5(on e''ects :ere simi&ar&y dramatic in the month o' 8cto2er 100$. @uring the transmission o' the series+ %ha:tonAs visitor num2ers more than dou2&ed 'rom 2+$## to $+ #0. This can 2e attri2uted to the 'act that the //% series :as a T9 F,henomenonA+ accumu&ating a &arge amount o' sustained ,ress coverage over its six e,isode run+ and re'&ective o' the 'act that the vast ma?ority o' 6K tourism is domestic; in 2## + domestic ex,enditure grossed Q$0 2i&&ion+ :hi&st+ in 2##4+ overseas visitors s,ent Q1 2i&&ion in the country. "ina&&y+ there is the extent o' interest in the :ider Eane Austen F2randA generated 2y such ada,tations o' her :or5. The ex,erience o' %ha:ton and+ to a &esser extent+ the Eane Austen %entre in /ath+ indicates that there is indeed a 5noc5(on e''ect. /ut another intervie:ee+ Phi& *o:e+ o' the com,any *idden /ritain Tours+ :hich conducts sma&& tours o' Eane AustenAs authentic Fneigh2ourhoodA in *am,shire+ 8&s2erg>SPI 1#
August 2007
says that the ,u2&icising o' )inco&nshire+ @er2yshire and the Pea5 @istrict as ?Pride and Prejudice %ountryA+ :hen in 'act the author and her 2oo5s have 'e: connections there+ :as mis&eading+ and did not increase his 2usiness. The genera& consensus+ ho:ever+ is that 'i&m and T9 ada,tations o' AustenAs :or5 are 2ene'icia& 'or everyone. GI donAt thin5 many ,eo,&e come to the centre ?ust 2ecause they have seen a recent&y made 'i&m+H says @avid /a&doc5 o' the Eane Austen %entre in /ath. G*o:ever+ there is no dou2t that the continued deve&o,ment o' Eane AustenAs :or5 in the media has a 2ene'icia& im,act on our 2usiness. 4hi&e in itse&' it does not drive visitors to our door+ i' :e co(ordinate our mar5eting activities and associate :ith the ,ositive ,ress :hich surround these re&eases :e can derive very ,ositive 2ene'it.H
#ocations
9arious historic houses around the 6K+ severa& o' them 7ationa& Trust ,ro,erties. )yme Par5 :as the exterior o' Pem2er&eyD Sud2ury *a&& the interior. A&so+ )acoc5+ Edgcote *a&& as 7ether'ie&d+ /e&ton *ouse as !osings.
!ovie !ap
The seriesA &ocations :ere inc&uded in the /TAAs 100- 3ovie 3a,.
8&s2erg>SPI
1#4
August 2007
99C tie/ins
The //% made t:o documentaries a2out the series+ inc&uding F"rom Page to ScreenA+ and a 2oo5+ FThe 3a5ing o' Pride and PrejudiceA. Its regiona& :e2sites give in'ormation on &ocations used in the series.
Press coverage
8' the many ,ress artic&es a2out the series+ severa& mentioned the &ocations used in 'i&ming.
Promotion (y locations
)yme Par5 and Sud2ury *a&& 2oth he&d exhi2itions o' ,hotos and costumes 'rom the series. The 7ationa& Trust :e2site &in5s its houses to Pride and Prejudice.
1ndependent travellers
There are severa& ,ersona& accounts o' FPride and Prejudice ,i&grimagesA on the :e2.
#yme Par3
The scene o' @arcyAs F:et(shirtA moment+ visitor num2ers at the house rose 'rom 2+8$2 in 1004 to 01+4 7 in 100$+ an increase o' 178P. In 8cto2er 100$+ there :ere 1#+### visitors+ com,ared to 2+### in 8cto2er 1004.
9elton House
In 8cto2er 100$+ there :ere 1$+2$- visitors+ com,ared to 0+881 in 8cto2er 1004.
#acoc3
Tourism to the to:n :as u, 2#P in the 'irst ha&' o' 100-+ com,ared :ith the same ,eriod in 100$.
Harewood House
The house received 2 P more visitors in 1007.
Sud(ury Hall
9isitor num2ers :ere u, $-P in 100-.
August 2007
Analysis
Pride and Prejudice ,rovo5ed a mar5ed increase in visitor num2ers to its 'i&ming &ocations+ and had a simi&ar&y su2stantia& 5noc5(on e''ect at %ha:ton+ the home o' Eane Austen. 3ore genera&&y+ there :as a&so a nota2&e rise in visitors to 7ationa& Trust ,ro,erties in the year the series aired B an increase o' 8P B 2ut the 'act that 100$ :as a&so the TrustAs centenary+ and there :ere many s,ecia& events he&d to mar5 this+ must 2e ta5en into consideration. 1# years &ater+ there is sti&& a &in5 2et:een the &ocations and the series. Ten years &ater+ )yme Par5As visitor 'igures remain higher than 2e'ore the series+ at 88+884 in 2##4C$. The house+ :hich hosted the in'amous scene o' @arcy striding out o' the ,ond+ announced in Eune 2##- that it :as considering se&&ing o&d roo' ti&es ,ainted :ith an image o' the scene in an attem,t to raise money 'or restoration :or5. The tourism im,act o' the Pride and Prejudice T9 series may have 2een greater than that o' the 2##$ 'i&m+ des,ite not having the 2ene'it o' the ,re(,&anned tourism initiative a''orded to the 'i&m. This cou&d 2e 2ecause the series gave the &ocations greater ex,osure+ airing 'or one hour every :ee5 'or six :ee5s com,ared to the sing&e FdoseA o' the t:o hour 'i&m+ and may a&so 2e &in5ed to its schedu&ing on Sunday night+ :hich anecdota& evidence suggests is a 'erti&e time 'or inciting screen tourism. A&so+ 2earing in mind that 2oth 'ans o' Eane Austen and those most &i5e&y to visit historic houses tend to 2e midd&e aged+ it is ,ossi2&e that some vie:ers o' the 2##$ 'i&m :ho might other:ise have visited Pride and Prejudice &ocations did not+ 2ecause they had a&ready FdoneA them :hen the series :as aired+ ten years ear&ier. The series a&so ca,tured the imagination o' vie:ers+ ,articu&ar&y in the 6K+ in a :ay the 'i&m did not. The com,arison 2et:een the im,act o' the T9 series and the 'i&m suggests that a structured+ ,re( ,&anned tourism cam,aign can 2e &ess ,o:er'u& than the s,ontaneous e''ect o' a ,roduction that vie:ers ta5e to their hearts.
August 2007
*is ,art in the regeneration o' Padsto: 'rom a ,oor 'ishing vi&&age into a smart gastro(destination has 2een such that the vi&&age has 2een nic5named FPadstein.A In 2##2+ he :as a:arded a %orn:a&& Tourist A:ard+ and in 2## + he :as a:arded an 8/E 'or services to %ornish Tourism.
#ocations
Padsto:+ %orn:a&&. A&so+ other ,arts o' the 6K and the :or&d.
Press coverage
There has 2een much media coverage a2out Stein+ his restaurant and his e''ect on Padsto:.
August 2007
,rogrammes are re(sho:n+ and the ear&ier ,rogrammes+ :hich :ere set in the &oca& area+ :ere ,articu&ar&y e''ective at generating tourism.H Evans a&so o:ns a ho&iday ,ro,erty and re,orts that in recent years this has 2een 2oo5ed a&& year round+ and out o' season every ,erson :ho comes to stay :i&& eat at a !ic5 Stein restaurant. She has even had guests come 'rom Austra&ia to eat at the Sea'ood !estaurant. G/usiness is no: via2&e a&& year round in Padsto:+ rather than ?ust in the summer.H
Sea)ood Restaurant
9ivienne Tay&or 'rom the Sea'ood !estaurant re,orts that Stein receives many &etters and emai&s 'rom ,eo,&e :ho have seen his ,rogrammes and no: :ant to eat at the restaurant. It is 2oo5ed months in advance. Peo,&e+ she says+ come to Padsto: 2ecause o' him+ rather than 2ecause o' Padsto: itse&'. She adds that even the ,rogrammes :hich do not 'eature Padsto:+ such as &ea.ood =d"sse"+ :hich too5 Stein around the :or&d+ and Food Heroes+ in :hich he trave&&ed around the 6K+ increased demand at the restaurant.
Analysis
!ic5 SteinAs T9 ,rogrammes have 2een direct&y res,onsi2&e 'or 2ringing a &arge num2er o' tourists to Padsto: and 'or regenerating the vi&&age. *e has a&so ,&ayed a semina& ,art in the re(2randing o' %orn:a&& as a gastro(destination; an economica&&y vita& trans'ormation+ as an em,hasis on 'ood gives the county an a&&(year(round a,,ea& that its traditiona& attractions o' sun and 2eaches cannot ,rovide.
8&s2erg>SPI
1#8
August 2007
3a&co&m /e&& o' South 4est Tourism descri2es SteinAs endorsement o' Padsto: as a Fmoving ,osterA; GThose t:enty seconds at the end o' his ,rogramme :hen he stands on the c&i'' to, :ith his dog %ha&5y is an iconic imageH. The Fmoving ,osterA B :hen the environment :or5s as a 'eature at the core o' the 'i&m+ rather than ?ust a 2ac5dro, B tends to have+ he says+ the strongest tourism e''ect. A&though Padsto: has &ong 2een 5no:n as a destination :ithin %orn:a&&+ the ex,osure given to it 2y Stein has &ed to a 'ar greater a:areness o' the vi&&age. According to a %orn:a&& Tourist /oard 9isitor Survey in 2##4(2##$+ 22P o' tourists to %orn:a&& ,&anned to visit Padsto:. There is anecdota& evidence that Stein has he&,ed Padsto: ,u&& in visitors 'rom overseas that might not other:ise have made it as 'ar as the South 4est during their tri, to the 6K. *o:ever+ domestic visitors sti&& 'orm 2y 'ar the greatest ma?ority o' visitors to %orn:a&&; /e&& estimates the 'igure at 02P. *e suggests that the ho,e 'or increased overseas visitors &ies not on&y in ,romotion 2ut in the decision 2y Euro,ean &o:(cost air&ines to o,en routes to 7e:Iuay air,ort. The FStein e''ectA can a&so 2e he&d ,art&y res,onsi2&e 'or an increase in visitor s,end on comesti2&es in %orn:a&&. 3a&co&m /e&& estimates that no:+ #, out o' every Q1 s,ent in the county is s,ent on 'ood and drin5; $#P more than ten years ago. "urthermore+ his im,act on Padsto: has i&&ustrated the F,u&&ing ,o:erA o' T9 che's+ 'urther ,roved 2y the 'act that Eamie 8&iverAs ne: 2ranch o' "i'teen in 7e:Iuay had received+ as o' mid Eune 2##-+ 1 +### reservations+ des,ite on&y actua&&y 2eing o,en 'or ten days. Stein has a&so ,&ayed a ro&e in an overa&& re(2randing o' %orn:a&& as a Fha,,eningA ,&ace to 2e+ :hich has &ed to an increase in ,ro,erty ,rices in the region. According to a *a&i'ax survey in A,ri& 2##-+ !ic5 Stein+ the Eden Pro?ect+ Tate St Ives and 7e:Iuay sur'ers have a&& made %orn:a&& Fcoo&A B and turned it into the Fhottest ,ro,erty mar5et o' the ,ast decadeA. Average house ,rices in %orn:a&& have a&most Iuadru,&ed in the ,ast ten years; in Padsto:+ ,rices rose 'rom around Q11#+### to Q2-7+### 2et:een s,ring 2##1 and 2##4. In 2##1+ 3ichae& Ivens 'rom /rad'ord and /ing&ey in Padsto: said+ GThat man has made this ,&ace. It :ou&d cost mi&&ions to 2uy that ,u2&icity.H )oca& agents in 7e:Iuay estimate that the ne:s o' "i'teen o,ening has a&ready added Q$#+### to &oca& ,rices. This 5ind o' regeneration+ ho:ever+ inevita2&y &eads to a change in the nature o' a &ocation. Ivens added that 0 P o' a&& ,ro,erties so&d :ere to ,eo,&e outside %orn:a&&+ and o' those+ 87P :ere second homes.
August 2007
#ocations
3any &ocations in %orn:a&& and @evon. A&so+ more recent&y+ t:o !osamunde Pi&cher stories have 2een 'i&med in Scot&and+ :ith a third ,&anned 'or summer 2##7. Severa& &ocations in and around @ornoch+ in the *igh&ands+ and East )othian :ere used.
>AC,! initiatives
The @evon and %orn:a&& 8verseas 3ar5eting grou,+ a consortium o' district authorities and county counci&s su,,orted 2y the 4est %ountry Tourist /oard and esta2&ished in 100$+ has in'ormation in @utch+ "rench and .erman a2out Pi&cher &ocations. In 2##2+ they ,roduced a 2rochure detai&ing $# sites in %orn:a&& and @evon :ith &in5s to her &i'e and the .erman T9 series. It :as re(,rinted three times. They have a&so organised many ,ress tri,s to the region and :or5ed :ith tour com,anies to negotiate access to &ocations and accommodation dea&s.
1ndependent tours
:::.:estcountryno:.com advertise the services o' severa& tour guides s,ecia&iLing in !osamunde Pi&cher tours.
8&s2erg>SPI
11#
August 2007
August 2007
Analysis
The 'i&m ada,tations o' !osamunde Pi&cherAs nove&s have done much to attract 7orthern Euro,ean visitors+ es,ecia&&y .ermans+ to the 4est %ountry+ and to raise its a,,ea& as a romantic destination. The 'i&ming itse&' has a&so in?ected a considera2&e amount o' money into the &oca& economy. The a,,ea& o' Pi&cherAs stories &ies in :hat 3a&co&m /e&& o' South 4est Tourism descri2es as the FSunday night T9A 'actor B GThey ma5e ,eo,&e 'ee& com'orta2&e and recharged.H Pi&cher herse&' says o' her ,o,u&arity+ GI thin5 itAs ,art&y to do :ith a certain :ay o' &i'e 'ound it my 2oo5s. It is very tranIui& and :ithout ,ressure. The other thing is the 2eauty o' the Eng&ish countryside+ :hich is very a,,arent in the 'i&ms.H The vast ma?ority o' interest in !osamunde Pi&cher comes 'rom the .erman and Austrian mar5et. 9ivienne !o2inson+ a /&ue /adge guide :ho s,ecia&ises in !osamunde Pi&cher tours o' %orn:a&&+ says that not s,ea5ing .erman ,uts her at a disadvantage+ and she has &ost :or5 2ecause o' it. She adds that most o' the .erman visitors on her tours are u,mar5et B GKour As and your /sH B and tend to 2e over $#. .erman com,anies such as 3ercedes and /34 are o'ten the instigator o' the tours+ and much o' her 2usiness comes 'rom cruise shi,s that doc5 at "a&mouth. 3a&co&m /e&& suggests that FPi&cher TourismA cou&d increase even 'urther i'C:hen .erman &o:(cost air&ines add 7e:Iuay to their air routes. Another ,oint to come out o' this study is the use'u&ness o' detai&s such as those co&&ected 2y Pen:ith %ounci&+ regarding &oca& s,end during 'i&ming. *arvey Edgington+ 'rom the 7ationa& Trust+ re,orts that 'or the ,ast 'e: years he has 2een attaching Economic Im,act 'orms to &ocation contracts :ith ,roduction com,anies in the ho,e o' getting these 5ind o' detai&s+ :hich are a great aid in Iuanti'ying and ,romoting 'i&m tourism+ 2ut that on&y 1P are ever returned. *e notes that in the 6S+ these detai&s are o2&igatoryD and adds :ere they to 2ecome more common here+ they :ou&d 2e a great he&, 'or the cause o' 'i&m and T9 tourism.
#ocations
Some 'i&ming too5 ,&ace in )ondonD a&so+ /roughton %ast&e in 8x'ordshireD *o&5ham /each in 7or'o&5+ ,ur,orting to 2e a deserted 2each in 9irginiaD *at'ie&d *ouse+ standing in 'or .reen:ich Pa&ace.
8&s2erg>SPI
112
August 2007
Press coverage
The 'i&m received a huge amount o' internationa& ,ress coverage+ a sma&& amount o' :hich mentioned the &ocations o' the 'i&m.
Hat)ield House
9isitor num2ers rose 'rom 12-+ 87 in 1008 to 1 2+08# in 1000.
Hol3ham 9each
*o&5ham Estate re,orts a Fminima&A im,act on tourism.
August 2007
'i&m+ GItAs very good ne:s 'or us+ it creates a 'erti&e environment 'or audience deve&o,ment.H Oua&itative research conducted 2y the !S% in 2### amongst six 'ocus grou,s in the 4est 3id&ands+ )ondon and 7e:cast&e(u,on(Tyne revea&ed that GA minority o' res,ondents :ho have never seen a Sha5es,eare ,&ay have 2een encouraged to attend 2ecause o' the 'i&ms they have seen.H 8ne res,ondent said+ GIAve seen a 'i&m+ &ha'es(eare in ove+ :hich I didnAt :ant to go and see 2ut :hen I did I thought it :as 'a2u&ous+ and having seen that I thin5 I might give it a go.H 3ary /ut&in+ head o' mar5et ,&anning at the !S%+ says that the 'i&m might have 2ro5en do:n the ,erce,tion that Sha5es,eare is hard to understand+ stu''y and traditiona&+ G2ut that they :ou&d then need to have some sort o' 'o&&o:(u, B ,erha,s seeing advertising 'or a ,articu&ar ,roduction and 5no:ing the ,rice+ ho: c&ose the &ocation is to them+ having ,eo,&e to go :ith :ho :i&& share the interest+ etc. 4hat the 'i&m might achieve is to 5ee, adding and rein'orcing a ,ositive 'ee&ing Za2out Sha5es,eare[ so that :hen they receive a Fca&& to actionA B 'or exam,&e+ a trave& com,any suggesting to a 6S tourist that they go to Strat'ord B they :i&& res,ond to it.H
Analysis
The success o' &ha'es(eare in ove is &i5e&y to have contri2uted to a modest 2ut noted increase in visitor num2ers at its t:o gated &ocations+ /roughton *ouse and *at'ie&d *ouse. It may have a&so encouraged visitors to *o&5ham /each+ a&though+ as an o,en ,u2&ic s,ace+ this is im,ossi2&e to gauge. There is a&so evidence that the 'i&m may a&so have encouraged an interest in seeing Sha5es,eareAs ,&ays 'rom those :ho might not other:ise have done so. This study high&ights the 'act that a starring ro&e in a 'i&m may not necessari&y 2ring economic 2ene'its to a &ocation through tourism. 3ichae& @ai&y+ the estate manager at *o&5ham+ says any tourism e''ect on the 2each did not im,act on the estate; G4e 2ene'ited on&y 'rom the &ocation 'ees+ not 'rom tourism.H 9isitors attracted to the 2each did not 'ee& com,e&&ed to then visit the 'ee(,aying ,arts o' the estate+ such as the house. *o&5ham Estate a&so i&&ustrates another ,otentia& ,ro2&em 'or &ocations used in historica& ,roductions. A scene 'rom the 'i&m :as shot at the ,ro,erty 2ut+ 2ecause the house :as 2ui&t 1## years a'ter the 'i&m :as set+ it :as care'u&&y 'i&med so that no give(a:ay distinguishing 'eatures cou&d 2e seen. @ai&y s,ecu&ates that this meant there :as no audience &in5 2et:een the house and the 'i&m. *e adds that a T9 ,rogramme 'i&med at the house in 2##-+ The ,urious House /uest+ had a much &arger e''ect on tourism than &ha'es(eare 2n ove+ 2ecause in that the ,ro,erty :as ,ro,er&y sho:cased.
Trainspotting C*;;8D
9ac3ground
An inventive+ dar5&y comic tra:& through Edin2urghAs heroin cu&ture o' the 100#s+ @anny /oy&eAs ada,tation o' Irvine 4e&shAs nove& :as one o' the de'ining /ritish 'i&ms o' the decade. Its sty&e+ energy and con'idence seemed to hera&d a ne: da:n in the /ritish 'i&m industry+ :hi&st an ins,ired mar5eting cam,aign made student icons out o' its cast o' anti(heroes and ,ro,e&&ed the soundtrac5 to the to, o' the 6K charts. The t:o &ead actors+ E:an 3c.regor and !o2ert %ar&y&e+ :ent on to 2ecome *o&&y:ood stars. "rom a 2udget o' a,,roximate&y S .$ mi&&ion+ the 'i&m grossed S1-.$ mi&&ion in the 6S and Q12.$ mi&&ion in the 6K.
8&s2erg>SPI
114
August 2007
Trains(otting ran5s num2er 1# in the /"IAs &ist o' a&& time 2est /ritish 'i&ms+ and its ,ortraya& o' the under2e&&y o' Edin2urgh &ed it to come third in a 2##$ "i&m @istri2utorAs AssociationAs ,o&& o' 3ost Atmos,heric "i&m )ocations+ a'ter ocal Hero and The Full $ont".
#ocations
A&though set in Edin2urgh+ Trains(otting :as shot main&y in .&asgo:. 8utside the cities+ a scene :as 'i&med at %orrour Station in the *igh&ands. )ondon &ocations inc&uded the %ity+ in ,articu&ar the )&oyds /ui&ding.
Trainspotting tours
The 9isitScot&and :e2site ,romotes a Fne: com2ined Trains(otting 'i&mC2oo5 tour o' Scot&andAs 2est 5no:n modern storyA+ entered around )eith in Edin2urgh+ :here 4e&shAs nove& :as set. These tours :ere esta2&ished in 2##4+ :hen a &oca& tour guide+ Tim /e&&+ :as contacted 2y t:o @utch ?ourna&ists &oo5ing 'or a Trains(otting tour :hich they ,resumed must exist.
18 htt,;CC:::.seeg&asgo:.comCmedia(o''iceC'eaturesCcinemaCa(century(o'(cinema(city
8&s2erg>SPI
11$
August 2007
din(urgh
6, to 2# ,eo,&e a :ee5 go on Tim /e&&As Trains(otting tour o' )eith+ and he says that interest is increasing. $#P o' ,artici,ants are /ritish and $#P 'rom overseas+ and the ma?ority are under the age o' 4#.
7lasgow
%aro&ine .ray 'rom See.&asgo: re,orts a &itt&e interest 'rom mem2ers o' the ,u2&ic as to :here scenes :ere 'i&med+ 2ut 'igures have not 2een noted. GIAm sure it has 2rought visitors to the city+ 2ut it is not something :e have ,romoted.H
August 2007
9isitScot&and and Scottish Enter,rise Edin2urgh ?oined 'orces to mar5et the ,ort as a tourist destination in its o:n right. -#+### 9isit )eith guides :ere distri2uted at traditiona& city attractions such as Edin2urgh %ast&e+ as :e&& as internationa&&y. The Trains(otting tours are inc&uded in the guide.
Analysis
Ten years a'ter its re&ease+ Trains(otting continues to exert a ,o:er'u& tourism e''ect+ as ,roved 2y the 'act that %orrour station+ the most remote train station in the 6K+ is sti&& receiving a steady stream o' dedicated 'ans :i&&ing to trave& 'or hours ?ust to stand in the same s,ot as their heroes. It is 'air to assume that :ere the 'i&mAs city(2ased &ocations recognisa2&e and accessi2&e+ they :ou&d have ex,erienced an even stronger e''ect. In the cities+ Trains(otting &arge&y 2ene'ited Edin2urgh+ :here the 'i&m :as set+ rather than .&asgo:+ :here it :as shot. This is easi&y ex,&ained 2y the 'act that .&asgo: did not ,romote its invo&vement :ith the 'i&m+ and 2ecause o' the intrinsic &in5 2et:een 4e&shAs story and Edin2urgh. Tim /e&&+ :ho runs Trains(otting :a&5s o' )eith+ says that a&though some o' his customers are initia&&y disa,,ointed :hen they rea&ise they are not going to see the &ocations o' the 'i&m+ GTheyAre not 2y the time IAve 'inished :ith themH. *e ex,&ains that seeing the origina& setting 'or 4e&shAs story adds huge&y to oneAs understanding o' Trains(otting; 'or instance+ he ta5es his grou,s to the site o' the dere&ict %entra& Station in )eith+ :hich ,rovides the centra& meta,hor 'or the story and an ex,&anation 'or the tit&e o' the 2oo5+ :hich is not mentioned in the 'i&m. Anecdota& evidence suggests that Trains(ottingAs ,ortraya& o' the under2e&&y o' Edin2urgh contri2uted to a shi't in ,erce,tions o' Scot&and. The 'i&m &ent Edin2urgh an energy and seedy g&amour that attracted young ,eo,&e :ho had 2een unmoved 2y the traditiona& image o' the city+ centred around the cast&e and the !oya& 3i&e. It a&so may 2e res,onsi2&e 'or generating interest in ,arts o' the city ,revious&y ignored 2y tourists+ such as )eith. *o:ever+ Trains(ottingAs a,,ea& remains a niche mar5et 'or 9isitScot&and+ and go&' courses+ :his5ey and ruined cast&es remain the cornerstones o' Scot&andAs image a2road.
#ocations
/risto&. The 'i&m+ the 'irst 'u&&(&ength 'eature to 2e shot in /risto& 'or 14 years+ sho:cased some o' the cityAs most 'amous &andmar5s such as the %&i'ton Sus,ension /ridge and the *ar2ourside. In the 'ina&
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scene+ %ardi'' station stood in 'or /risto& Tem,&e 3eads+ :hich did not a&&o: 'i&ming due to sa'ety concerns.
Analysis
There is no evidence either :ay o' a tourism e''ect 'rom The Truth A!out ove. *o:ever+ the 'i&m :as su2?ect to a &imited re&ease. 3oreover+ the ma?ority o' the shooting &ocations are ,u2&ic+ ma5ing tourism increases harder to measure. It is+ o' course+ ,ossi2&e that the 'i&m ins,ired some Koreans to come to the 6K B according to Tourism Trade+ there :ere 1 8+### visits 'rom South Korea in 2##4+ a rise o' 27P on 2## B 2ut this can on&y 2e s,ecu&ation. 7onethe&ess+ this case study high&ights the Korean mar5et+ an increasing&y im,ortant one to the 6K. South Korea is current&y a Ftourism mirac&eA+ :ith out2ound tourism gro:ing at 14.2P this year+ and ,assing the ten mi&&ion mar5. In 2##4+ the Korean 'i&m star @ong Kun '&e: to the 6K as ,art o' a 9isit/ritain on&ine ,romotion+ :hich as5ed Koreans to choose their 'avourite ce&e2rity as an am2assador to the 6K.
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#ocations
The 6K+ inc&uding Pine:ood Studios. )ondon &ocations inc&ude the 3I- 2ui&ding on the Thames+ and the 3i&&ennium @ome <no: The #2=. A scene :as 'i&med in the Sno:donia 7ationa& Par5 in 4a&es+ and others :ere shot at Ei&ean @onan %ast&e in Scot&and.
1nternet
@uring 'i&ming+ a :e2 cam :as set u, over&oo5ing the Thames so that internet users cou&d :atch 'i&ming.
E!a3ing/,)F )eaturette
The @9@ inc&uded a 'eature a2out the ma5ing o' the o,ening Thames 2oat scene.
Press coverage
The 'i&m generated ,ress coverage+ mentioning its )ondon &ocations+ :hich :ere a&so mentioned in genera& /ond &ocation 'eatures such as FA doLen /ond &ocations to die 'orA+ in Sunday Times 2##2.
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Snowdonia
The success o' the 7orth 4a&es 3ovie 3a, has yet to 2e ana&ysed in detai&.
Analysis
@ue to its nota2&e 6K &ocations 2eing either ,u2&ic s,aces or o''(&imits+ it is im,ossi2&e to get a hand&e on the tourism e''ect o' The World 2s )ot 7nough. *o:ever+ it is &i5e&y that+ given its :or&d:ide 2ox o''ice success and the ,roven tourism a,,ea& o' /ond &ocations+ the 'i&m :i&& have dra:n vie:ers to )ondon. 8ne /ond 'an+ 'or instance+ has a :e2site in :hich he detai&s his F/ond tourismA+ and says that+ :hen in )ondon+ he and his 'ami&y too5 a 2oat tri, on the Thames+ ins,ired 2y the o,ening seIuence o' The World 2s )ot 7nough. 8n a more genera& &eve&+ it is recognised that Eames /ond has enhanced the image o' the 6K overseas+ exem,&i'ying a notion o' /ritishness that is a,,ea&ing to visitors. This is i&&ustrated 2y the 'act that :hen 3I- origina&&y re'used ,ermission 'or the 'ront o' their 2ui&ding to 2e used in The World 2s )ot 7nough+ the then "oreign 3inister !o2in %oo5 instructed the then Arts 3inister+ Eanet Anderson+ to over(ru&e the decision+ saying+ GA'ter a&& /ond has done 'or /ritain+ it :as the &east :e cou&d do 'or /ond.H The a,,ea& o' the /ond 'i&ms can 2e ,ut do:n to t:o 'actors+ 2oth o' :hich are ,roven to 2e drivers in 'i&m tourism; the s,ectacu&ar settings o' the stories+ and the as,irationa& &i'esty&e o' its hero. )ocations o' ,revious 'i&ms+ such as PiL .&oria in S:itLer&and and the is&ands south o' Phu5et in Thai&and+ Go:e their ,rominent ,&ace on the tourism ma, to ##7+H :rote the &unda" Times in 2##2. In Eamaica+ :here /ond creator Ian "&eming &ived+ a 2each has 2een re(named FEames /ond /eachA. Sto5e Par5 %&u2+ :here scenes 'rom /old.inger :ere 'i&med+ created a F/ond 4ee5end Pac5ageA+ :hich ,roved very ,o,u&ar. The internationa& a,,ea& o' Eames /ondAs character and &i'esty&e has 2een :e&& ana&ysed+ most recent&y 2y the 2##4 2oo5+ The 4ames %ond Phenomenon. /eyond his o2vious attraction as a totem o' an exciting+ g&amorous :or&d o' danger+ missions o' g&o2a& im,ortance+ 2eauti'u& :omen and 'reedom 'rom domestic drudgery and commitment+ /ond himse&' is descri2ed as a Fsu,ersa&esmanA; GA rendering o' /ritishness that is characterised 2y a consistent&y suave+ 2ut conservative sty&eH+ :hi&e his S:iss :atches+ .erman s,orts cars and S:edish mo2i&e ,hones give him a GEuro('riend&y exteriorH /ond aside+ this case study a&so high&ights the ,oint that &ocations that tend to 'are 2est :hen it comes to 'i&m tourism are those :hich have an emotiona& resonance 'or the characters in the story. The 8&s2erg>SPI 12#
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,ro,erty manager at Ei&ean @onan %ast&e says that the use o' the cast&e in the 'i&m did not &ead to any tourism e''ect+ 2ecause+ he s,ecu&ates+ it :as on&y a 2ac5dro, to the action. *e com,ares this to the 'ar greater e''ect generated 2y Highlander# in :hich the cast&e had an emotiona& resonance 'or the main character; a'ter 2# years+ visitors to the cast&e sti&& as5 a2out the 'i&m. "ina&&y+ the s,o5es:oman 'rom )ondon Taxi Tours raised an interesting ,oint; that ,eo,&e going on &ocation tours are o'ten 5een to vie: &ocations B and ta5e ,hotogra,hs B 'rom exact&y the same ang&e as they :ere sho:n on screen. In the case o' The World 2s )ot 7nough+ this ,roves near im,ossi2&e+ as the memora2&e shots o' the 3I- 2ui&ding and the 3i&&ennium @ome :ere 'i&med as ,art o' a high(s,eed 2oat chase. There do not a,,ear to 2e any 2oat tours o' the Thames :hich advertise on the 2ac5 o' the 'i&m.
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