European Destinations Plan to Cash in on Upcoming Movie Release

The high-speed train service that links the UK with France and Belgium, Eurostar, said last week is to lead the largest ever international campaign to boost tourism to London, Paris and Edinburgh on the back of this spring´s release of blockbuster movie, The Da Vinci Code, from Columbia Pictures.

Eurostar, in a release, said it is working with tourism officials in England, France and Scotland to capitalize on the success of the film adaptation of Dan Brown´s controversial book, which has already been credited with increasing tourism to locations featured in the plot.

The short-haul carrier added that the multi-million dollar partnership with Columbia Pictures will allow Eurostar promote the film worldwide through a series of marketing and promotional initiatives, especially in the US, France, Belgium and the UK, including TV, online and in-terminal exposure.

Eurostar said it will work with Visit London, VisitBritain, Visit Scotland, as well as Maison de la France, to encourage tourists to take their own Da Vinci Code trail and follow in the footsteps of the book´s hero Robert Langdon, played by Tom Hanks in the film.

“The Da Vinci Code has had a major impact on the numbers choosing to travel with Eurostar to London and Paris and so it makes sense for us to be at the heart of the film release of 2006,” Eurostar communications director said. “An increasing number of travellers are on The Da Vinci Code trail in the UK and France and the book is one of the most common items in our lost property office.”

“London and Paris will again be the hottest tourist destinations in 2006 and, via our partnership with Columbia Pictures, Eurostar travelers new and old will be able to live the excitement of the movie in very innovative ways,” he added.

More than 65 million travelers have used Eurostar since services began in 1994, which is more than the total population of the UK.

VisitBritain said it has pioneered and developed film tourism´s huge potential, working with major motion pictures including Harry Potter, King Arthur and Master and Commander to increase visits to Britain. The Da Vinci Code will debut in movie theaters worldwide on May 19.