Robin Hood captures top treasure
A Robin Hood tourism campaign has won a gong at the Travel Marketing Awards 2011. The project, valued at £9.3m, won the award for "best use of affinity marketing and sponsorship".
The campaign, by Experience Nottinghamshire, VisitBritain and Universal Pictures, created revenue through international press trips which led to 590 articles translating into a PR value of more than £5m, the agencies said. It followed the release of the Robin Hood movie starring Russell Crowe.
Experience Nottinghamshire, along with local councils, also ran a Robin Hood – the Movie exhibition and other Robin Hood inspired events. Overnight tourist visits to Nottinghamshire were reported as being up 6 per cent.
The tourism campaign website also received almost 55,000 visits and created more than 3,300 bed nights across Nottingham and Nottinghamshire since launching in April 2010, Experience Nottinghamshire said.
Jennifer Spencer, chief executive at Experience Nottinghamshire, said: "We worked closely with VisitBritain, Universal Studios and our local partners to maximise the opportunity the Robin Hood film release presented and are confident the fruits of our labour will continue to benefit the county for some time to come."
