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Visit Brighton
Film Tourism Proves Brighton Rocks
Using the remake of cult film Brighton Rock, Rooster boosted coverage for the city-by-the-sea during a traditionally quiet period.
The brief:
- Drive coverage for the destination using the release of Brighton Rock
- Raise awareness of Brighton as a year-round destination
- Highlight Brighton’s quirky, retro side
Rooster’s response:
- Rooster liaised with the film’s distributors to secure tickets for press screenings and the European premiere in Brighton
- Rooster sent Brighton Rock media packs to key journalists, including copies of Graham Greene’s book and relevant media materials
- Rooster drafted, distributed and sold-in a series of Brighton Rock-themed press releases to consumer media
- Rooster invited key journalists to attend press screenings of the film
- Rooster arranged a number of bespoke media trips which included a Brighton Rock-themed walking tour
- Rooster secured a selection of consumer media to attend a group press trip which included the film’s premiere in Brighton
Results:
- In the two weeks leading up to the release of the film, Rooster secured Brighton Rock-themed travel features in the Times, the Telegraph, Sunday Express, News of the World, the Independent, Metro and TNT Magazine
- Full page campaign showcase in PR Week
- VisitBrighton.com enjoyed a 47 per cent increase in hits in January, compared with the same time 12 months ago and Brighton’s visitor centre saw a 15 per cent increase in visitors between January and April