VisitScotland to build on Da Vinci Code success with Sony partnership
Film tourism is set to be top of the agenda this year as national tourism organisation VisitScotland enters into partnership with movie giant Sony Pictures Entertainment for the second time.
Following the successes of the initial partnership between VisitScotland and Sony, which promoted the Da Vinci Code in a global campaign, the organizations will work together on the new family movie, The Water Horse, which will be released world-wide from the end of 2007. The announcement was made at a preview event for the Scottish Village at Tartan Week in New York on Friday, 30 March by representatives from Sony.
The promotion of Hollywood blockbuster The Da Vinci Code also involved VisitBritain and the French tourist board Maison de la France, and aimed to raise the profile of the locations that featured in the movie. The partnership resulted in major profile for Scotland in 40 countries around the world – and netted over £10 million of publicity for the country. The promotion recently won a Gold Award from the Promotional Marketing Association of America.
The Water Horse movie is based on the popular children’s novel by ‘Babe’ author Dick King Smith and will feature special effects by WETA, the team behind the effects in Lord of the Rings, King Kong and The Chronicles of Narnia. It will be released in the USA in December 2007 and in the UK and rest of the world early next year.
Featuring a mythical monster, the movie will build on the existing world-wide interest in the myth of the Loch Ness monster, as well as giving VisitScotland an opportunity to promote the wealth of other myths and legends across Scotland. The movie was partly filmed in the Highlands and Argyll and is sure to draw ‘set jetters’ – film fans who travel to visit movie locations – from around world.
VisitScotland’s Chairman Peter Lederer said: “The Da Vinci Code showed us all how important film tourism can be to Scotland, as well as the value of working in partnership with international organisations like Sony Pictures Entertainment. The Water Horse gives us a chance to appeal to a wide market of potential visitors, as well as focusing on the myths and legends that have made Scotland famous around the world. We believe that tourism is Scotland’s most important industry, and with major players like Sony working with us, we hope to bring opportunities for tourism businesses across the country.”
Report by Chitra Mogul.
Chitra Mogul
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Qatar Airways offers flexible payment options for European travellers
Airlines suspend Madagascar services following unrest and army revolt
Digital Travel Reporter of the Mirror totally seduced by HotelPlanner AI Travel Agent
Strike action set to cause travel chaos at Brussels airports
All eyes on Qatar as Qatar Airways leads a season of global events