Visit Isle of Wight (VIOW) – the Island’s tourist board – has announced an investment of half a million pounds in this year’s summer marketing campaign. The new campaign includes a TV commercial voiced by Celia Imrie, a time traveller’s passport that encourages visitors to explore iconic visitor attractions around the Island, new time trail features on a mobile phone app and enhancements to the existing Dinosaur trail app launched last year.
Central to the brand’s overall marketing strategy is a partnership with Paramount Pictures and in particular TRANSFORMERS: AGE OF EXTINCTION (2014), an action adventure film, which is being released in the UK on July 10th.
It is the fourth installment of the live-action TRANSFORMERS film series and stars Mark Wahlberg in the lead role and introduces new prehistoric robot characters, including the Dinobot t-rex GRIMLOCK. (scroll down for teaser-trailer)
The asset value of the new partnership with Paramount Pictures, which includes investment in the revised Dinosaur Island app, online promotion across Transformers 4 related social media platforms and the provision of prizes and other promotional materials is seen as a major coup for the Island as it effectively doubles the value, impact and reach of VIOW’S summer campaign.
David Thornton, CEO, Visit Isle of Wight, said: “Following in the giant footsteps left behind by the last year’s successful Dinosaur Island campaign, VIOW is looking to now capitalise on the upcoming Transformers movie to send visitors on a journey back to the future and continue the story we began last year. Our dinosaur heritage is just the first step in an Island story that includes Romans, Victorians, and Medieval castles. This year we’re emphasizing a wider range of Island experiences and encouraging people to drive less and see more as they travel from one attraction to another”.
A new 30-second television commercial, voiced by stage and screen actress Celia Imrie and produced by VIOW using actors and technicians from the Island and a soundtrack by Island musician, Holly Kirby features iconic island locations in different time periods as well as glamping, beach holidays, luxury hotels and spectacular scenery.
The TV advert also briefly introduces characters from the new TRANSFORMERS movie that will appear in a time traveler’s passport and online promotions aimed at encouraging families to explore the Island’s history from the 27th of June. During the summer holidays smart phone users also will be able to view an updated version of the augmented reality trail across the south of Island that includes a surprise appearance from one of the dinobot movie stars and a chance to win a visit to Paramount Studios in Hollywood.
A VIOW toolkit that the tourism industry can use on their website and in their marketing material to promote the time travel campaign and use the campaign themes to help attract visitors will be available in early June. Members of the tourism industry can also keep up to date with the campaign by visiting www.visitwight.org
IMAGE: “Bumblebee” one of the favourite Autobot characters from the Transformers movie franchise arrives at Ryde pier on the Isle of Wight (23.5.14) and is greeted by David Thornton, CEO, Visit Isle of Wight, and Mark Persad, Head of Marketing, Wightlink Ferries.
Source; Visit Isle of Wight.com