Monday 10 September 2018
The film was released through the world's most popular on-demand entertainment system, Netflix, on the 10th August reaching a potential 50million subscribers.
A media and trade focused screening took place in Miami on the 7th August attended by producer Paula Mazur with the reception held at her co-owned book store.
Alongside developing and attracting new markets to Guernsey the objective is to ensure that those already planning to visit the UK factor in Guernsey to their itinerary and that those visiting by cruise are aware of the tours and excursions on offer once they disembark.
With the UK still the top European destination for American travellers it makes sense to capitalise on this appetite and to ensure that those already planning to visit the UK realise the proximity of Guernsey, the ease of which Guernsey can be visited from the mainland and the product offering available.
Alongside a media outreach programme which has already seen coverage gained in the New York Post (circulation 234,000), New York Times (circulation 540,000), the influential Town and Country Magazine (circulation 181,000) and LA Times, which with combined online and in-print, reaches more than 24.5 million. The US consultant will work to bring top-tier media to Guernsey through a visiting journalist programme.
In addition, VisitGuernsey will be represented at three of America's leading press networking events taking place in the next two months; the Society of American Travel Writers (SATW) annual conference held in Barbados in September followed by attendance at VEMEX in New York and Chicago in October.
Partner work with the book publisher has been undertaken with a competition with Random House driving visitors to VisitGuernsey's website amassing 8,752 entries and 54,000 views of the accompanying featurette.
Alongside the media work will be a representation and trade facing programme designed to provide content, assets and packages for the US operators and agents to sell. For US travellers Guernsey (and the wider UK) is a more expensive, lengthy trip which is therefore often booked in a tailor-made fashion by a travel consultant or agent.
In order to maximise budget and shortcut what is normally a lengthy process the US arm of VisitBritain is supporting VisitGuernsey's work in the US facilitating key contacts.
As part of this campaign VisitGuernsey will be encouraging and supporting on and off-island trade partners to create product and trade-friendly packages with commission structures in order to incentivise and maximise US trade interest
Whilst the campaign is still in its infancy the exposure and momentum gained already points positively to the appetite for Guernsey in the US and backs up the sentiment that the film would enjoy similar popularity as the book in the US market.
Deputy Dawn Tindall, member of the Committee for Economic Development said:
"The novel has been particularly popular with American readers and has been a driver in tourism from the USA in recent years. The film adaptation and our marketing activity will continue to emphasise the island's appeal as a tourist destination and as a must-do extension for those visiting the UK. We're delighted to be able to continue to capitalise on this once-in-a-lifetime opportunity for our island."
