Tourism transformed on the Isle of Wight

By Martin Neville

Friday, May 23, 2014


Tourism transformed on the Isle of Wight

A scene from the film with Dinobot Grimlock being ridden by Optimus Prime, leader of the Autobots.


UPDATED 11:11*

A TIE-IN with the billion dollar grossing Transformers franchise will project the Island’s image across the globe.

The partnership with Hollywood giants Paramount Studios forms the centrepiece of an exciting summer marketing campaign, revealed today (Friday) by Visit Isle of Wight (VIOW).

The £500,000 campaign also includes a TV commercial voiced by top actress and Isle of Wight resident Celia Imrie, a time traveller’s passport that encourages visitors to explore Island attractions and a new time trail mobile phone app.

VIOW chief executive David Thornton said: "Our dinosaur heritage is just the first step in an Island story that includes Romans, Victorians and medieval castles.

"This year we’re emphasising a wider range of Island experiences."

Central to the campaign is the tie-in with the action adventure film Transformers: Age of Extinction, which is released on July 10.

It stars Mark Wahlberg and introduces new prehistoric robot characters, including the t-rex Dinobot, Grimlock.

VIOW believes it doubles the value, impact and reach of its campaign.

Meanwhile, a 30-second TV commercial features iconic Island locations in different time periods as well as glamping, beach holidays, luxury hotels and spectacular scenery.

The advert also introduces the characters from the movie that will appear in a time traveller’s passport and online promotions.

During the summer holidays, smart phone users will be able to view an updated version of the augmented reality trail that includes a surprise appearance from one of the dinobots and a chance to win a visit to Paramount Studios.

*As part of the campaign, one of the mechanical stars of the film, Bumblebee — a V8 Chevrolet Camero — will be touring around the Isle of Wight today (Friday) after arriving by Wightlink ferry.

Wightlink head of marketing Mark Persad said: "We’ve carried all kinds of vehicles to and from the Isle of Wight over the years but we’ve never shipped a Transformer.

"Last year’s big movie was all about dinosaurs, in 2014 everyone’s going to be talking about Dinobots."

See a trailer for the film below:



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Displaying the last 10 of 14 comments - Show All Comments

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by Craig Harris

1st June 2014, at 13:54:46

Hmm, statistics not your strongest suit George. Compare Year 2010-2011 with figures to end of Q2 2012. To massage the figures a bit the tourism board have changed the criteria from expenditure per visitor per trip to expenditure per trip. Still makes depressing reading tho'. For example domestic overnight spend is down from £228 per VISITOR in 2011 to £159 per TRIP ie more than one visitor makes up thet figure. Not good. BTW I'm still looking for the demographics figures. Oh and all info isn't freely available..the figures and breakdown for Solent Traffic is owned by VisitIOW and only released at their discretion.Ah Mr. Twain there truely are only lies dammed lies and statistics

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by Craig Harris

27th May 2014, at 18:06:57

But of course all this talk of visitor numbers misses the point. It's not the visitor numbers that matter but the spend per head. There's absolutely no point in having visitor numbers rise by millions...if those millions are all over 80, on a coach trtip that screwa the hoteliers so hard they squeak and they buy one orange juice a day as their after dinner aperatif before retiring to watch Corrie and Emmerdale

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by Dave Dawson

24th May 2014, at 14:40:35

Thank you Mr Hollett, I assume this is an official response. I am pleased to hear of a 3% increase in visitor numbers and as you say may not sound a great deal. However given the fantastic summer we had last year I wonder if that number would have gone up by at least that amount anyway?

There is an obvious and historic correlation between good weather and visitor numbers, this must reflect quite badly on the 3% claims posted here. Perhaps you have proof that as a direct result of Mr Thorntons and the DMO's activities visitor numbers have risen

I sincerely hope you are right in your comments, perhaps you could give some indication of when the DMO will no longer require vast amounts of public funds and become a stand alone business. I am sure you will agree that in the current climate of cuts the IoW Council could better use these funds for, say, beach cleaning, childrens services, etc,

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by alan naylor

24th May 2014, at 03:36:06

Themes are deffinatly a NO NO

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by alan naylor

24th May 2014, at 03:34:18

Mr Thornton has a very difficult job trying to sell the island in these changing times people are very sport minded and i think that this is the way to go a__ un_ivercity would not go amiss i know never had the chance just common sence

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by David Shoulder

23rd May 2014, at 23:53:48

No axe to grind and being entirely objective - the revamped Tourist Board under Mr Thornton seems to have really got some momentum going. Not easy given the Islands underlying inertia and financial constraints.Ignore the crass detractors please.

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by Dave Coombs

23rd May 2014, at 22:34:15

The post apocalyptic scenes are to be filmed in Sandown, apparently it's a 'ready made set' .

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by Stephen Huntley

23rd May 2014, at 21:15:55

Free crossing! Check Park Resorts like for like holidays. That free crossing is quite expensive compared to mainland parks.

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by Catherine Johnson

23rd May 2014, at 13:08:28

Emily - for many holidaymakers coming to the Island the ferry crossing is free. The holiday parks, hotels etc get big discounts and offer the ferry crossing included in the package. It's only those who book the ferry independently, or us residents, who have to pay the high cost.

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by Emily Brady

23rd May 2014, at 12:54:51

Fabulous. Then when prospective tourists see the price of the car ferry + 4 they will simply forget about visiting here lol

Any views or opinions presented in the comments above are solely those of the author and do not represent those of the Isle of Wight County Press.

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