Kent, are you ready for your close-up? Bridging the gap between filming and destination promotion through technological solutions

肯特，你准备好特写了吗？

• 批准号: 10068416
• 金额: $ 3.76万
• 依托单位: GO TO PLACES LTD
• 依托单位国家: 英国
• 项目类别: Collaborative R&D
• 财政年份: 2023
• 资助国家: 英国
• 起止时间: 2023 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=10068416
• 关键词: Kent; ready; your; close; up

There is a huge opportunity for places to capitalise on the ever-increasing amount of location filming taking place in all corners of the UK. This project will harness the creative talent from the film and TV sector to leverage economic benefits for the wider destination through a new data-driven solution designed to target the "set-jetter" market.International visitors spend an estimated £140m on screen tourism across England (excl. London) each year and VisitBritain have identified it as a key driver with 33% of visitors to the UK stating that a film or TV location was the main reason for selecting a holiday destination. There is currently a disconnect between the film and TV sector and destination management organisations, which means that opportunities to attract valuable international visitors and showcase Britain as a leader in the creative industries is not being maximised.One barrier to destinations unlocking this opportunity fully is access to comprehensive data on the film and TV assets that have been produced on location in their area. This data can be sourced through extensive desk research but it's difficult to locate and impossible to complete a full audit. When mapped against audience profile, genre and information on international distribution this would enable highly targeted and timely campaigns to reach new engaged markets.We will develop an innovative digital tool which overlays publicly available datasets on location, audience, genre, market etc. to provide a complete asset map of the film and TV productions within their geography. The solution will provide our destination clients with this valuable information in a visual format which can be manipulated to suit their specific needs, improving the effectiveness of their activity and overall productivity.Go To Places specialise in bringing people together to help places thrive. Our team would apply the knowledge that we have built up in developing new experiential screen tourism products and impactful destination brand campaigns to provide clients with valuable interpretation of the data including opportunities, gaps, themes and audiences for screen tourism in their destination. This powerful tool, coupled with our experience of bringing together cross sector partners from tourism and the creative industries, will allow us to bring a unique package of data, insight and product development support to market, unlocking the potential of creative communities for our clients and opening up a gap in the market for Go To Places as strategic experts in screen tourism development.

英国各地不断增加的外景拍摄活动给各地带来了巨大的商机。该项目将利用电影和电视行业的创意人才，通过针对“取景者”市场设计的新的数据驱动解决方案，为更广泛的目的地利用经济效益。国际游客每年在英国（不包括伦敦）的屏幕旅游上花费约1.4亿英镑，VisitBritain已经确定这是一个关键驱动因素，33%的英国游客表示，电影或电视外景是选择度假目的地的主要原因。目前，电影和电视行业与目的地管理组织之间存在脱节，这意味着吸引有价值的国际游客和展示英国作为创意产业领导者的机会没有得到最大化。目的地充分释放这一机会的一个障碍是无法获得在其所在地区拍摄的电影和电视资产的综合数据。这些数据可以通过广泛的案头研究获得，但很难找到，也不可能完成全面的审计。当我们将其与用户概况、类型和国际发行信息相结合时，我们便能够更有针对性且更及时地去触及全新的市场。我们将开发一种创新的数字工具，将公开可用的地点、观众、类型、市场等数据集叠加在一起，提供一个完整的电影和电视产品在其地理范围内的资产地图。该解决方案将以可视化的形式为我们的目标客户提供这些有价值的信息，这些信息可以根据他们的特定需求进行操作，从而提高他们的活动效率和整体生产力。Go To Places专注于将人们聚集在一起，帮助地方繁荣发展。我们的团队将运用我们在开发新的体验式屏幕旅游产品和有影响力的目的地品牌活动中积累的知识，为客户提供有价值的数据解释，包括目的地屏幕旅游的机会、差距、主题和受众。这个强大的工具，加上我们将旅游业和创意产业的跨部门合作伙伴聚集在一起的经验，将使我们能够为市场带来独特的数据、洞察力和产品开发支持，为我们的客户释放创意社区的潜力，并为Go to Places作为屏幕旅游开发的战略专家在市场上开辟一个空白。