The United Kingdom is one of the top inbound international travel markets for Newport Beach, and Newport Beach & Company manages a Public Relations and Travel Trade office to promote Newport Beach to residents. The Newport Beach Film Festival (NBFF) has also demonstrated strong ties to the UK by premiering several notable United Kingdom films and dedicating an entire evening each year to spotlight and celebrate the overseas film industry.
During February 2-6, Newport Beach & Company and the Newport Beach Film Festival are launching a week longground-breaking campaign to inspire travel to Newport Beach, generate awareness of NBFF and increase film submissions.
Here is a quick outline of the campaign:
1. Consumer Program: Newport Beach & Company is the first city to execute a publicity stunt of this kind. The campaign includes a clear-sided truck with brand messaging on the exterior and a beautiful Newport Beach scene on the interior, complete with real sand and models to greet the public. The truck will embark on a route to tour Greater London, including densely populated areas over the course of the week to encourage Londoners to take a trip to the Newport Beach. There will also be a Picture Perfect Sweepstakes, where one winner will receive a dream vacation to Newport Beach and all-access pass to NBFF. Air New Zealand and Movado Watches are participating sponsors for the sweepstakes, giving away airline tickets and watches, respectively.
To drive visitation to the truck, Newport Beach & Company is conducting a media blitz in market; sending press releases, hosting a media breakfast with key travel and lifestyle journalists, participating 10-15 radio interviews and conducting desk-sides during the week. For more information and to view the UK landing page, click here. Also, to follow the campaign in real time, search the program hashtag: #PicturePerfectNB
2. Film Festival Component: Strategically executing the campaign during the UK equivalent of The Academy Awards, the BAFTA (British Academy of Film and Television Arts) Awards, NBFF is honoring the THE IMITATION GAME for Outstanding Contributions to Global Cinema. Partnering with Newport Beach & Company, The Weinstein Company and Screen International, there will be a glamorous Newport Beach branded reception held to present the award. The cast, film industry affiliates, top-tier media and luxury tour operators will attend, securing a mix of high profile influencers. This is the inaugural award; there are plans to continue this initiative with other countries in the future.
3. Travel Trade component: Newport Beach & Company is engaging travel agents and tour operators to book a Newport Beach holiday for their clients during the campaign. To encourage this, every tour operator who books a vacation to Newport Beach is entered into a sweepstakes to win a dream vacation to the destination. www.visitnewportbeach.com/trade/
Newport Beach & Company kicked off the campaign at Lido Live in Newport Beach on January 5 with a special screening of THE IMITATION GAME, where actors and producers from the film attended and conducted a Q & A. See the full story here.