Following the success of the cinema release of ‘The Guernsey Literary and Potato Peel Pie Society’ in April 2018, VisitGuernsey is again partnering with STUDIOCANAL to capitalise on the home entertainment release of the film and to promote tourism to the island that inspired it.
The film will be available on digital download from 20 August 2018 and on Blu-ray and DVD from 27 August 2018.
To coincide with the home entertainment launch, VisitGuernsey will be airing a 10 second commercial, which includes footage from the film, for one week from 24 to 31 August on both regional and national TV stations, including ITV South Hampshire, ITV South East, ITV 3, C4 South, More 4, Drama and Home, along with 28 stations on Sky (including Sky News, Sky 1, Channel 5, Sky Living, Sky Cinema, Sky Arts and Sky Atlantic). Airtime will be co-ordinated with that of STUDIOCANAL’s TV campaign.
Condor Ferries will also co-ordinate its TV campaign with VisitGuernsey’s during the same week, in the Channel 4 South and ITV Meridian Hampshire regions.
In addition to the TV campaign, VisitGuernsey and STUDIOCANAL will be running digital activity including a Daily Mail online takeover – a four week ‘video wallpaper’ running on the homepage behind the news content, digital display banners, up-weighted pay-per-click advertising and a remarketing campaign, starting the week of 13 August for four weeks, along with social media activity.
Promotional partnerships with Preston Holidays, Moshulu Shoes, Bloom and James White Fine Pressed Fruit Juices will go live in August, with a competition to win a holiday to Guernsey via MovieComps.com/potato. The competition offers one lucky winner a four-star break to Guernsey with Preston Holidays, as well as a £100 Moshulu voucher and a Bloom silk flower arrangement. The competition is being promoted on card ‘neck collars’ around James White juice bottles promoted through major UK supermarket chains, A5 strut cards at the point-of-sale in Moshulu’s 40 stores nationwide, and silk flower company Bloom will be sending postcards out with all their deliveries with details of the competition around the DVD release date.
Members of PureHMV, HMV’s loyalty rewards scheme, will also have the chance to win a holiday to Guernsey, sponsored by Premier Holidays. In addition, DVDs and Blu-rays on release will include an insert with a 10% discount for holidays booked with Guernsey Travel.
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.
Condor Ferries is sponsoring an online competition with Good Housekeeping to win a VIP break to Guernsey with accommodation, travel, duty free vouchers, onboard upgrade and activities on the island to the value of £500. The two-night break begins by setting sail from Poole or Portsmouth in premium Club lounge. Upon arriving in Guernsey, the winner will stay at the four-star St Pierre Park hotel with full use of their facilities on a bed and breakfast basis.
VisitGuernsey will be using the film’s home entertainment releases to further educate travel agents on selling travel to Guernsey and its sister islands. This includes a DVD giveaway and advertising campaign in the July/August issue of travel trade magazine Travel GBI. Premier Holidays also has an allocation of DVDs for a promotion with their travel agents and trade partners.
Other activity will include a DVD ‘drop’ to key UK travel, lifestyle and entertainment journalists as part of a vintage package that includes The Guernsey Literary and Potato Peel Pie Society DVD, the novel that inspired it (by Annie Barrows and Mary Ann Shaffer), flavoured gin from Guernsey’s very own Wheadon’s Gin, Guernsey Gourmet Fudge and a calligraphy writing kit, delivered in a 1940s-style briefcase.
Deputy Dawn Tindall, member of the Committee for Economic Development, said: “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 presents for the island. We have already started to see an increase in those interested in visiting Guernsey since the cinema release of the film.
“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.
“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.”