Since the release of The Guernsey Literary and Potato Peel Pie Society in UK cinemas just last month, VisitGuernsey’s trade partners are reporting a healthy increase in holiday bookings, as tourists plan visits to ‘The island that inspired the film’.
In the immediate five-days after the film’s launch the VisitGuernsey’s website www.visitguernsey.comsaw an 130% uplift in traffic.
Key tour operator partners have also been positive with C. I. Travel Group reporting a 55% increase in bookings to Guernsey in April compared to 2017. Leading online travel agent, Opodo has also revealed that Guernsey is its sixth biggest growth destination for the early May Bank Holiday weekend, with a 155% year-on-year increase in passenger growth. This is even more remarkable given the other destinations featured – such as big-hitters Boston, Chicago, New York, Cancun and LA.
Directed by Mike Newell and starring Lily James The Guernsey Literary and Potato Peel Pie Society is enjoying great success at the UK box office, where it has already grossed £5 million and continues to delight audiences in cinemas nationwide
VisitGuernsey has capitalised on the film launch by securing an additional £330,000 of investment devoted to maximising the film’s power to drive interest and tourism growth to Guernsey.
Trade focused work has centred around supporting film -driven product with on and off-island partners providing film themed packages / product. An agent-facing campaign has been live since November 2017 targeting agents with ‘Fam’ trip opportunities, sales incentives and tips and advice on how to sell the island.
Consumer activity includes working with leading brands such as WHSmith, Riverford Organic, Expedia and Nectar rolling out multi-channel promotions to reach new audiences. A comprehensive publicity campaign working alongside the film’s UK distributor STUDIOCANAL has also been in place for over six months, ensuring high-profile media visit the island with film opening weekend lead
features running in The Times, The Daily Mail and The Telegraph and both the London and on-island premieres generated fantastic social media and celebrity-driven coverage nationwide.
Mike Hopkins, Director of Marketing & Tourism, VisitGuernsey quotes:
“As well as bringing the island to new audiences the film is reigniting interest from those who haveperhaps not visited Guernsey for a while and are reminded by the film of the genuine warmth of its residents and unique charm of the island. We have worked hard to maximise the opportunity the film presents with incremental investment focused on broadcast media advertising campaigns, trade relations campaigns, high-profile affinity marketing and joint campaigns with STUDIOCANAL. We are delighted to see such an initial positive response and impact and will be continuing to work hard tomaintain this momentum.”
Beverley Scarr, Short Haul General Manager at Premier Holidays, VisitGuernsey’s largest tour operator partner, quotes:
“We’ve seen significant interest in Guernsey following the release of The Guernsey Literary & Potato Peel Pie Society and our campaign to support the film. Promotion around the film has led to an upturn in sales for us in April and we expect this to continue into May. Feedback from our key agents has been very positive; those who have seen the film really enjoyed it as it gave them an insight into what Guernsey was like during the Second World War. They have taken advantage of our marketing campaign and special offers to inspire clients to visit the island, generating an increase in Guernsey bookings.”
For further information on Guernsey, visit www.visitguernsey.com
