Over 20% of visitors here in May and June because of film
MORE than 20% of visitors to Guernsey during May and June said their decision to come here was influenced by the Guernsey Literary and Potato Peel Pie Society.
VisitGuernsey will be partnering with the film’s producers StudioCanal to capitalise on the release of the film on DVD later this month.
Deputy Dawn Tindall, a committee member of Economic Development, which has political responsibility for the promotional agency, said the benefits were already clear to see.
‘We’re thrilled to continue our close working relationship with StudioCanal to maximise the opportunity that the film and now the digital, DVD and Blu-ray versions present for the island,’ she said.
‘We have already started to see an increase in those interested in visiting Guernsey since the cinema release of the film [in April]. There has been an increase of more than 45% in web traffic to the VisitGuernsey website during our Potato Peel Pie promotional period and reports of increased booking enquiries from tour operator partners.
‘The departing passenger research available shows that over 20% of visitors to Guernsey during May and June were influenced to visit Guernsey due to the promotional activity surrounding, or having seen, the film.’
The film, which is based on the novel by Annie Barrows and Mary Ann Shaffer, will be available on digital download from 20 August and on Blu-ray and DVD from 27.
To coincide with the home entertainment launch, VisitGuernsey will be airing a ten-second commercial, which includes footage from the film, for one week from 24 to 31 August on regional and national TV stations and 28 stations on Sky.
Condor Ferries will co-ordinate its TV campaign with VisitGuernsey’s.
In addition to the TV campaign, VisitGuernsey and StudioCanal will be running a four-week ‘video wallpaper’ on the Daily Mail homepage behind the news content, as well as digital display banners, up-weighted pay-per-click advertising and a re-marketing campaign, starting from Monday.
A competition to win a trip to Guernsey with Guernsey Travel and a copy of the DVD will also run for subscribers of The Telegraph, with promotion in the newspaper and on the website.
Promotional partnerships have been put in place with Preston Holidays, Moshulu Shoes, Bloom and James White Fine Pressed Fruit Juices and HMV.
Other activity will include a DVD ‘drop’ to selected UK travel, lifestyle and entertainment journalists as part of a ‘vintage’ style package that includes The Guernsey Literary and Potato Peel Pie Society DVD, the novel that inspired it, by Annie Barrows and Mary Ann Shaffer, Wheadon’s Gin, Guernsey Gourmet Fudge and a calligraphy writing kit, delivered in a 1940s-style briefcase.
‘Now, through this vast array of additional promotional activity around the home entertainment launches, we aim to maintain this momentum and encourage new audiences to visit our remarkable island,’ said Deputy Tindall.
£335,000 was originally set aside when the film was released in UK and European cinemas, following a request for £215,000 more than that by the previous Economic Development Committee.
VisitGuernsey’s overall budget was reduced by £120,000 at the end of 2017, before a further £215,000 was ploughed specifically in to marketing the island on the back of the film’s release.
