Scotland’s original icon, the Loch Ness Monster, delighted New Yorkers last week, as VisitScotland hosted a preview screening of Sony’s new movie, The Water Horse – Legend of The Deep.
The film, which is set around the legend of the Loch’s famous monster is the latest family film from Sony Pictures Entertainment, due for release in the US on 25 December 2007 and in early February in the UK.
Following from success working with VisitScotland on the blockbuster movie, The Da Vinci Code, Sony approached Scotland’s national tourism organisation to help promote the Water Horse. The film, which will be released worldwide, will provide excellent exposure for Loch Ness and its mysterious monster, and VisitScotland hopes the film will help them to further promote the area and associated tourism businesses.
Adrian Shine, founder of the Loch Ness Project and designer of the Loch Ness Exhibition Centre, joined VisitScotland in New York for the screening and made a number of press and television appearances. Adrian commented: "Americans have a great affinity with everything Scottish, it is my role to create a link between the fantasy elements of the film and peoples experiences of the Scottish Landscape."
VisitScotland’s activity around the film includes the creation of a microsite – www.findthewaterhorse.com, press and public relations, consumer promotions and trade partnerships.
The private screening in New York on Tuesday was hosted for key media, industry, trade and Scotland fans to help promote the film and the destination. This follows initial promotion of the film which was carried out at this year’s Tartan Week event in April in New York.
Film tourism is fast becoming a popular angle for destinations, and set-jetting is also a growing trend. From research, it is thought that 1 in 5 overseas visitors are inspired to visit a destination having seen it on TV or on film. Given the sizeable film going audiences worldwide, VisitScotland see this as an excellent opportunity to move towards the target of increasing tourism revenue to Scotland by 50% by the year 2015.
