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V I S I T C O R N W A L L . C O M
!Julia!Hughes!and!Rosa!Pedley!
V I S I T C O R N W A L L . C O M
Introduction
To harness the power of film tourism, Visit Cornwall implemented an integrated marketing campaign to
capitalise on the growing interest in Poldark’s Cornwall.
Campaign objective To convert viewers of Poldark to visitors and boost the
tourism economy.
V I S I T C O R N W A L L . C O M
Marketing aims
• Raise the profile and awareness of Cornwall as a holiday destination
• Create a central hub for Poldark information • Be a key voice in the Poldark chatter • Drive national press exposure • Inspire conversation about Cornwall
V I S I T C O R N W A L L . C O M
The numbers
Series one: 8 episodes, 8th Mar – 26th Apr 2015 Average 8.1 million viewers per episode
Series two: 10 episodes, 4th Sept – 6th Nov 2016 Average 6.81 million viewers per episode
That is a huge reach that Visit Cornwall aimed to harness
via a variety of outputs.
V I S I T C O R N W A L L . C O M
Key partnerships
V I S I T C O R N W A L L . C O M
• Official Poldark locations list • Visitcornwall.com/Poldark • Online interactive map • Locations film • Printed Visit Poldark’s Cornwall
map • Locations infographic • Social media activity, including
live Tweeting, Facebook and Instagram posts during broadcast
• Enewsletter & competitions • Which Poldark character are
you? Shareable content • Google Adwords campaign • Press campaign, including
creative mailer • Media visits to experience
Cornwall’s Poldark with press from across the world
• Bespoke digital content
Marketing tactics
V I S I T C O R N W A L L . C O M
• 20% increase in visits to visitcornwall.com
• 95,815 unique visits to the locations blog
• Syndicated to external platforms, inc. BBC Online, The Telegraph and radiotimes.com
The results
V I S I T C O R N W A L L . C O M
100,000 Poldark maps distributed
V I S I T C O R N W A L L . C O M
V I S I T C O R N W A L L . C O M
60+ media features worth in excess of £1.4 million!!
V I S I T C O R N W A L L . C O M
The Cornwall Visitor Survey found that 26% of all visits to Cornwall were influenced by the first series of Poldark.
What attracted them? • The landscape and scenery showcased on-screen - 94% • Historical locations and famous landmarks - 39% • Cornwall’s culture and heritage - 17%
V I S I T C O R N W A L L . C O M
This is just the beginning…
Another eight of Winston Graham’s 12 novels still to go Filming underway for series three !!
V I S I T C O R N W A L L . C O M
How to get involved
• Tell us your Poldark related news, offers and links – think creatively!
• If you are an accommodation provider located near a Poldark film location make sure you our included in our online accommodation list
• Update your visitcornwall.com listing with relevant content
• Offer rooms or Poldark related experiences for press • RT/engage on social media • Share our Poldark content in your own marketing • Create your own stories – like The Greenbank Hotel
V I S I T C O R N W A L L . C O M
Other filming opportunities
• Cornwall Seen on Screen app • Accommodation for cast and crew • Be a film location yourself
