Newport Beach & Company and the Newport Beach Film Festival launched their first groundbreaking international collaboration: the Picture Perfect campaign, a dynamic and robust program in the United Kingdom February 2-6, 2015. The Picture Perfect campaign was the most significant and successful international marketing program in Newport Beach & Company’s history.
The three-part campaign promoted leisure travel to Newport Beach, California, Newport Beach Film Festival’s notoriety to the film industry and incentivized tour operators to book holidays to the destination.
Consumer Program: The program generated awareness and promoted leisure travel to Newport Beach, California, as the United Kingdom is one of the top inbound international travel markets for the destination. An exciting mobile Newport Beach experience traveled the streets of London over five days with 10 stops throughout densely populated areas where locals frequent and districts where travel agents and media hubs are located. Visitors who entered the truck were encouraged to take a “selfie” and tag #pictureperfectNB to engage the truck visitors’ social media database. The Picture Perfect Sweepstakes offered a lucky winner a dream vacation to Newport Beach including two round-trip international flights, compliments of Air New Zealand, hotel stay for nine nights, an all-access VIP pass to the Newport Beach Film Festival (including walking the red carpet on opening night), airport transfers, $500 Fashion Island shopping gift card and a $200 dining certificate. Movado, an additional sweepstakes partner, offered luxury watches for seven sweepstakes runner-ups and promoted the campaign at point-of-sale in more than 50 shops. To drive visitation to the truck, Newport Beach & Company conducted an in-market media blitz which included a media breakfast, radio interviews broadcasted around the country, and media appointments to introduce the destination to top-tier media.
Newport Beach Film Festival Program: The Picture Perfect campaign supported the Newport Beach Film Festival’s strong ties to the United Kingdom. Newport Beach Film Festival historically has premiered several notable U.K. films, and dedicates an entire evening each year to spotlight and celebrate the overseas film industry. Strategically executing the campaign during the winter and during BAFTA (British Academy of Film and Television Arts) Awards, Newport Beach Film Festival honored THE IMITATION GAME for Outstanding Contributions to Global Cinema for Best Picture and Best Ensemble Cast. In partnership with The Weinstein Company and Screen International, the Newport Beach organizations hosted a glamorous Newport Beach-branded reception at the ME London Hotel, to present the award. The cast and crew, including Benedict Cumberbatch and Keira Knightley, film industry affiliates, top-tier media and luxury tour operators attended, securing a mix of high-profile influencers.
Travel-Trade Program: Newport Beach & Company executed a travel-trade program to engage travel agents and tour operators to book a Newport Beach holiday for their clients during the campaign. To add further incentive to participate, every tour operator who books a vacation to Newport Beach was entered into a sweepstakes to win a dream vacation to the destination.
The resulted garnered more than 10,000 sweepstakes entries, 600,000 social media impressions, 330,000 print circulation, three hours of radio interviews and much more. The grand totals for the campaign resulted in 600 million impressions with a PR value of $5 million. Success!