Monday 10 September 2018
The PR and marketing campaigns to promote Guernsey in conjunction with the 'Guernsey Movie' in Europe has been in full swing since April.
The Netherlands were the first region to release on 26 April immediately after the UK launch. Working in conjunction with our leading tour operator partner, SUNAIR, a competition was launched on the TV station NET5 along with a dedicated trade campaign for travel agents to win tickets to watch the movie.
'La Cercle Litteraire de Guernesey' was launched in France on 13 June. In conjunction with STUDIOCANAL, VisitGuernsey (VG) hosted national press to discover the island that inspired the story, with writers from *Le Figaro, *Le Journal des Femmes and *Madmoizelle all experiencing Guernsey for themselves. A radio campaign with RFM Brittany also took place and was on air for 2 weeks, twice daily, in the run up to the film release with a holiday giveaway sponsored by Condor Ferries and La Barbarie Hotel.
VG ran two competitions in Belgium, (the film was also released 13 June) firstly with *DE Morgen, one of the main Flemish titles distributed in Flanders and Brussels and secondly with the *Kinepolis group of theatres in Belgium's main cities. The competition was promoted on cinema screens, their Facebook page and emailers to their data base. This was deemed a huge success with over 7,000 entries.
The promotion of 'Deine Juliet' began in June in a lead up to the launch on 9 August in the German market. The first press screenings in June took place in Berlin and Munich, in conjunction with STUDIOCANAL. VG promoted the destination to a total of around 100 journalists reviewing the film, with a presentation before the screening, press materials with one-to-one individual discussions after the movie.
The second phase, with direct press releases, partner and activities with TUI Wolters, a major tour operator partner. A release was sent to around 2,000 media contacts, and a newsletter project, offering the chance to win tickets to the film, which reached over 19,000 travel agents in Germany took place.
Special promotional activities took place at a pre-premiere screening at the Dusseldorf Open Air Cinema, on the banks of the Rhine. A three-person promotion team representing VG informed and engaged with the audience at the 2,000-capacity cinema, providing information materials and advice on holidays in the islands. Dusseldorf is a key area for Guernsey in the German market, due to the direct weekly charter flights from the city's airport.
A further cinema-based promotion was carried out at the "Schiff Film Festival" an outdoor cinema festival in Wiesbaden. This festival also offered a special pre-premiere screening of the movie, with VG as official partner. The distribution of information materials and on-screen promotion was carried out on each of the festival's five days, reaching over 5000 cinema-goers. The press coverage has been quite extensive and broadly positive so far.
There is more still to come! To maximize on this opportunity into other German-speaking markets a press group, in conjunction with a leading Austrian tour operator, Prima Reisen, will visit on a themed film trip at the end of September.
In October, the same tour operator partner will hold a client and media event with VG for around 300 carefully selected guests in Vienna.
VG is also working closely with the Spanish film distributor, A Contracorriente Films, who are releasing the film in more than 150 cinemas on 26 October and supporting the campaign with a competition prize. This will be detailed on 300,000 printed promotional flyers at cinemas. Call to action is a dedicated website for the competition. VG will have a banner on this site which will re-direct to a Guernsey movie themed landing page on www.visitguernsey.com in Spanish.
Deputy Dawn Tindall, member of the Committee for Economic Development said:
"We have been working closely with STUDIOCANAL, film distributors and our European partners to ensure that the interest in the film translates into visitors from across Europe to Guernsey. The PR and marketing campaigns have been well-received so far and we look forward to seeing great results as the film continues to build momentum across key European markets".