Filming and the National Trust

What is the National Trust

• A charity whose constitution is governed by a act of Parliament.

• 250 historical buildings, 600 miles of coast and 500,000 acres of countryside

• Almost 4 million members.

• Covers the whole of the UK except Scotland.

Variety is the spice of life

Why Filming ?

•Fees

•Visitors

•Economic generation

Sense and Sensibility

Sense and Sensibility

• BBC drama using Ham House.

• As a London location difficult to calculate the reason for the visit.

• Ham also appeared in other TV and films so hard to say which show provoked the visit.

Sense and Sensibility

• This BBC drama was shot at Ham in 2007 and was shown on BBC1 from the 1st January 2008 for 3 weeks. The exterior of the house was visible. A link was placed from the Sense and Sensibility microsite on the BBC website to Ham’s page on the National Trust website. Visitor figures in January, February and March of 2008 were 107% higher than those of the same months in 2007.

The Dark Knight

Dark Knight

• Perceptions

• Power of the internet

• Fans

• Interior but not exterior.

• Bat Cave changes.

Other Boleyn Girl – marketing partners

VISIT KENT

Other Boleyn Girl

• Visit Kent web site – a collaboration of film company, locations, tourism, screen agency and hotels aimed at the short stay market.

• 100, 000 OBG movie maps.

• 11,000 website visits.

• 4000 competition entrants

Other Boleyn Girl

• 500 people surveyed

• 42% visited Kent due to film.

• 48% stayed over night

• 21% extended visit due to campaign

• 98% would revisit Kent

• Value of stays £744,000

Other Boleyn Girl

• Visit Kent web site – a collaboration of film company, locations, tourism, screen agency and hotels aimed at the short stay market.

• 100, 000 OBG movie maps.

• 11,000 website visits.

• 4000 competition entrants

Other Boleyn Girl

• 500 people surveyed

• 42% visited Kent due to film.

• 48% stayed over night

• 21% extended visit due to campaign

• 98% would revisit Kent

• Value of stays £744,000

Never Let Me Go

Never let me go – explaining

Scale Before they arrived

Getting ready

There goes the carpet

© National Trust

Floor protection is essential

© National Trust

© Nick White

© National Trust

Blackout – outside and inside

© National Trust

© National Trust

RISKS!

RISKS

• Conservation issues.

• Time scale - Yesterday and tomorrow.

• Staffing and costs.

• Credits.

• Blink and you will miss us - the jigsaw effect.

• Surviving the edit.

Do we want to do this?

• Closing down – Can we do that ?

• Reputation - fly on the wall or spy on the wall?

• Image - crime, security, satire and good taste.

• H & S - regulation - kids, guns, animals and nudity.

Movie Maps

Movie maps

• 20,000 Copies. Gone in 3 weeks.

• Digital version most popular page on NT website.

Universal 100th Anniversary map

Costume Drama Movie Map evaluation

• 40,000 copies.• Press Coverage• Autumn/winter NT magazine 2012 (circulation

1.8m) • The Sun, 9 September 2012 (circulation

2.4m)• Daily Telegraph 15 September 2012

(circulation 560,398)• Period Ideas, November issue 2012

(circulation 38k)

Costume Drama Movie Map evaluation

• 6,000 visits to the film page and just under 500 downloads.

Costume Drama Movie Map = visitors

• Stourhead 23,864 (LY 22,568)

• Lacock 10,293 (LY 8,286)

• Knole 11,548 (LY 8, 081)

• Ham House 7,991 (LY 7,578)

• Petworth 10,428 (LY 10,122)

Costume Drama Movie Map = visitors

• Total increase in visitors in one month

• 7489

Costumes in situ.

Costume exhibition

• Costumes from Anna Karenina from February 2013 to promote the DVD release at Ham House long gallery on the first floor of the house was picture perfect to play the role of Vronsky’s grand but empty apartments in 19th-century St Petersburg

PR coverage Jan – April 2013

• Anna K

• Marie Claire online, The Lady Online, Sainsbury's Magazine 3,107, 000

• Evening Standard 1,448, 981, Easy Living.co.uk, Fashionista Barbie, Daily Mail, Daily Telegraph Fashion (online), The Film Programme (Radio 4), 1,364,737 Independent, Vogue.co.uk, Lady, OK magazine 1,784,000

PR Coverage Jan – April 2013

• 20 pieces of national coverage, including one broadcast. AVE (advertising value equivalent): £430,199 and reach 31.6M.

DIY PR – Anna K

• NT Facebook 99,159

• Various posts highlighting exhibition

• NT You Tube 2068 Exhibition video

• Press Office Blog Exhibition story

• Press Office Twitter 9492

• Exhibition story Movie Map web page16,887(Unique views)

• Visit e-newsletter 750,000 Film locations & exhibition story

• Member e-newsletter 542,735 Film locations & exhibition story

• NT summer magazine Jacqueline Durran, Costume Designer interview 1,400,000

Sell your own stories

The Mill – viewing figures

• 3.8 million for episode 1

• Ch4’s biggest launch in 3 years. A 12% share and double CH4 average for that slot. Given it was against Countryfile (5.5 million) and Top Gear (2 million).

• Second series?

Results

• A 25% increase in visitors after 1st episode.  

• 60% after 3rd episode - 6079 visitors compared to 3731 last year. 

• All these extra visitors have spent money with us and we’ve done really well with membership sales.   

• Website hits grows from 800 per day to over 5000

Making filming part of the VE

© National Trust

Keep the set!

Simple stuff

Don’t underestimate factual TV

Don’t underestimate Farne Islands

• the RDF series be on ITV,• the BBC will start running their “Great British Year” series on October

2nd the “Spring” episode features the Farnes heavily. • Autumnwatch are also planning to use our puffin burrow cam footage in

October and local news almost always feature newborn Farnes seal pups during that month.

• End of October: 'Robson Green's Northumberland'; a national series looking at Robson's Northumberland (he spent two days, one night on here) 

•  St.Cuthburt's Life (working title) by Tony Robinson; featuring Inner Farne and interview with DS

• As for visitor figures, we are about to break our 'all time' record as we currently stand on 50,632 (record is 52,000) which adds to our 'all time' membership record we have broken this year with a current total of 923 memberships.

Big Spring Clean

Big spring clean results - 2011

•Petworth – 23,000 extra visitors •£85k in extra revenue

Public reaction

• This series could be seen as straightforward propaganda for the National Trust, but I thoroughly enjoyed watching it, and now have a far better understanding of what they do behind the scenes with our national treasures. It also helped me to understand the organisation's motives a little better (they aim for honest 'conservation', rather than artificial 'restoration'). It also gave an opportunity for the back-room workers, who spend hours labouring away to preserve our heritage, a chance to shine in the spotlight for a little while.8/10

Seen around the world.

• SALES OF BRITISH TV SHOWS AROUND THE WORLD IN 2012 ROSE 4% TO £1.2BN, BOOSTED BY PROGRAMMES INCLUDING DOWNTON ABBEY AND SHERLOCK.

• THE US REMAINS THE MOST LUCRATIVE MARKET FOR BRITISH SHOWS, UP 11% TO £475 MILLION IN 2012.

FIGURES FROM TRADE ASSOCIATION PACT STATED• OTHER DRAMAS WHICH BOOSTED EXPORTS WERE PARADE'S END, MIDSOMER

MURDERS AND COME DINE WITH ME.

• SALES TO CHINA ROCKETED UP 90% TO £12M, WHILE EXPORTS TO INDIA WENT UP 42%.

• EXPORTS TO SOUTH EAST ASIA ARE UP 26% BUT AUSTRALASIA IS THE UK'S SECOND-BIGGEST MARKET WITH SALES OF £103M IN 2012.

• SCANDINAVIA SPENT £63M ON UK CONTENT IN 2012 - A 2% INCREASE.

• SALES TO LATIN AMERICAN COUNTRIES ARE UP BY 24% AND THE BRAZILIAN MARKET HAS GROWN BY 21%.