Marketing- The Boat That Rocked

Found a really interesting article on the Brand Republic website about potential marketing strategy for TBTR: 


Full article here

VisitBritain to launch The Boat that Rocked competition

By James Quilter, Promotions & Incentives, 04 March 2009, 02:33PM

LONDON - VisitBritain is in discussions about launching an international promotion around the upcoming Richard Curtis comedy The Boat that Rocked.

The Boat that Rocked

The tourism body said it was in the process of tying up a partnership deal with Universal Pictures. VisitBritain is believed to be looking at a promotion based on the film, offering holidays in the UK as a prize.


Additionally the promotion is also run likely to run in the UK offering breaks in different parts of the country. It will launch prior to the fillm’s premiere on 3 April.

A spokeswoman for VisitBritain confirmed the tourism body was in discussions with Universal about linking in with the film but said no decision had been made on the execution. 

The Boat that Rocked is based on 60s and 70s pirate radio stations such as Radio Caroline and attempts by Government to ban them. The film stars Rhys Ifans, Philip Seymour Hoffman and Bill Nighy.

According to industry reports VisitBritain is set to launch a new positioning campaign emphasising value offers in the UK such as free access to museums. The move follows a review from the government that found VisitBritain needed to work harder to coordinate British tourism policy.

This article was first published on Promotions & Incentives