Film Tourism Liz Buchanan Tourist Board Training Scotland.

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Presentation transcript:

Film Tourism Liz Buchanan Tourist Board Training Scotland

Research Results 2007 Significant positive effect on tourism Contribute to wider branding of UK Historical films reinforce UKs historical reputation Associated sites, not shooting locations, benefit most Historical/religious buildings & rural villages most successful Emotional productions highly successful Television drama series generates the tourist effect Study: How Film & Television Programmes Promote Tourism in the UK

Winning Combinations Tourism-generating screen products: Strong story High-visibility screen products Positive, uplifting tone Linked to established brand Historical buildings/rural landscapes Place/locations plays a key role in story = Blockbuster = Positive Impact on Tourism

The Scottish Picture Made in Scotland

Screen Industry: Value to Scotland £1bn revenues per year 8000 people employed Taggart sold to 77 countries Grand Theft Auto Computer Game - $2bn worldwide

Capitalising on Opportunities Case Studies Marketing (Braveheart) Product Development (Film Crews Welcome)

Braveheart Blockbuster Characteristics Strong story High visibility Positive tone Linked to wider brand Historical/rural locations Place important to story

Braveheart Tourism Initiatives Stirling Premiere Press Coverage Stirling branding campaign Websites Itinerary Private tours

Braveheart Long term impact Led a huge tourism surge Four or five good years Braveheart Phenomenon still persists

Film Crews Welcome Developing Film Tourism niche market Tourism industry/film industry partnership Awareness raising FCW industry workshop FCW Quality Assurance Welcome Scheme

Film Crews Welcome Why do we need FCW? Revenue generator Demanding customers Inconsistent provision & standards

FCW Workshop Aimed at all businesses Explains what the film industry includes Raises awareness of challenges & benefits Encourages businesses to work together

FCW Quality Assurance Scheme Scheme Criteria Flexible arrival times Flexible meal times Extended bar/lounge service Laundry service Room cleaning at any time Internet access & office services Confidentiality Adequate parking

Film Crews Welcome Film Crews Welcome DVD