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Stately Attraction How Film and Television Programmes Promote Tourism in the UK

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Stately Attraction How Film and Television Programmes Promote Tourism in the UK Stately Attraction How Film and Television Programmes Promote Tourism in the UK Final Report to UK Film Council, Scottish Screen, EM Media, East Midlands Tourism, Screen East, South West Screen, Film London and Visit London by Olsberg•SPI 11th January, 2013 August 2007 How Film and Television Programmes Promote Tourism in the UK August 2007 Table of Contents 1. Key Points .............................................................................................................................................................4 2. Executive Summary .............................................................................................................................................7 2.1 Introduction....................................................................................................................................................7 2.2 The Assignment.............................................................................................................................................8 2.3 Research Strategy...........................................................................................................................................8 2.4 Findings.........................................................................................................................................................10 2.5 The Consulting Team.................................................................................................................................12 3. Characteristics of Tourism-Inducing Screen Products ................................................................................13 3.1 Setting and Location....................................................................................................................................13 3.2 Historical Characters, Places and Stories.................................................................................................14 3.3 Film and Television Adaptations of Literature.......................................................................................15 3.4 Studio vs. Independent...............................................................................................................................16 3.5 Genre and Tone...........................................................................................................................................16 3.6 Cult Screen Products and Persistence......................................................................................................17 3.7 Brand Association and Persistence...........................................................................................................18 3.8 Tourism-Inducing Television Products...................................................................................................18 3.9 Landscape Triggers......................................................................................................................................19 3.10 Screen Products and the 'British' Brand................................................................................................19 3.11 Screen Products - The Generalised Effect ...........................................................................................20 3.12 Success Factors..........................................................................................................................................21 4. Case Study Analysis by Region ................................................................................................................24 4.1 East of England Case Studies....................................................................................................................24 4.2 East Midlands Case Studies.......................................................................................................................24 4.3 London Case Studies...................................................................................................................................25 4.4 Scotland Case Studies..................................................................................................................................26 4.5 South West Case Studies............................................................................................................................26 5. Key Issues in Screen Tourism Marketing ......................................................................................................28 5.1 Screen Tourism Marketing Initiatives......................................................................................................28 5.2 Use of Marketing Initiatives in Case Studies...........................................................................................30 5.3 Conflicting Timescales................................................................................................................................34 5.4 Relationship Building..................................................................................................................................34 5.5 Importance of Early Negotiations............................................................................................................34 5.6 Impact on Local Communities .................................................................................................................36 6. Recommendations ..............................................................................................................................................37 6.1 UK Screen Tourism Strategy Group........................................................................................................37 6.2 Toolkit for Intervention.............................................................................................................................38 6.3 Economic Impact of Filmmaking Tourists.............................................................................................39 6.4 Screen Tourism Tracking Observatory....................................................................................................39 6.5 Calculating the Overall Economic Value to the UK ............................................................................40 6.6 Public Sector Funding and Screen Tourism............................................................................................40 6.7 Bollywood Tourism Strategy.....................................................................................................................40 Appendix: Case Studies ...............................................................................................................................42 Absolutely Fabulous (1992-1995)....................................................................................................................42 Balamory (2002 - 2005).....................................................................................................................................44 Bend it Like Beckham (2002)...........................................................................................................................46 Braveheart (1995)...............................................................................................................................................48 Olsberg|SPI 2 How Film and Television Programmes Promote Tourism in the UK August 2007 Bride and Prejudice (2004)...............................................................................................................................52 Closer (2004).......................................................................................................................................................54 A Cock and Bull Story (2005)..........................................................................................................................55 The Da Vinci Code (2006)................................................................................................................................57 Dad’s Army (1968 - 1977)................................................................................................................................61 Doc Martin (2004 - Present)............................................................................................................................63 Eastenders (1985 - Present)..............................................................................................................................66 Four Weddings and a Funeral (1994).............................................................................................................68 Foyle’s War ( 2002 - Present)...........................................................................................................................71 Gosford Park (2001)..........................................................................................................................................74 Harry Potter (2001 – Present)..........................................................................................................................76 Kabhi Kushi Kabhie Gham (2001).................................................................................................................80 Local Hero (1983)..............................................................................................................................................83 Match Point (2005)............................................................................................................................................87
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