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.

VIDEO

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:

Reporter: martinn@iwcpmail.co.uk

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