To celebrate the release of Ridley Scott’s epic film Robin Hood in the Middle East, the British national tourism agency, VisitBritain, has developed a unique local website featuring movie trailers and videos of the film’s making on location, allowing visitors to follow in the footsteps of the legendary outlaw through Nottingham’s Sherwood Forest and across the British countryside.
The website, www.visitbritain.ae/robinhood, is part of a global package of promotions developed by the VisitBritain Partnership, which includes the film’s producer’s Universal Studios and other tourism boards, to coincide with the worldwide release of Robin Hood – opening in cinemas across the Middle East on 13 May.
“The website provides a complete Robin Hood guide and many tourist offerings for travellers from the Middle East to the UK looking for unique adventures. With movies playing a major role with Middle East youth, we look forward to receiving a large number of regional guests looking to discover Robin Hood’s England,” said Carol Maddison, UAE Manager, VisitBritain.
Scott, the film’s director, added: “It was fundamental to the project that this motion picture was filmed in Britain, it was extremely important to catch the real essence and feeling only British locations in particular could achieve. This new adaptation is a Robin Hood that viewers across the world have never seen before. The exhibition will give visitors the opportunity to really get up close and personal with the film and feel part of the production itself, along with understanding the importance of the surroundings we filmed it in.”
Middle East visitors to the UK will also have the opportunity to become part of the motion picture experience at the new ‘Robin Hood – The Movie’ exhibitions in Nottingham Castle and the Sherwood Forest Visitor Centre, which include costumes, props, weaponry and behind the scenes material from the film itself.
Sandie Dawe, chief executive VisitBritain said: “Robin Hood is an internationally recognised icon around the world with an enduring interest in his story. We know that 40 percent of our potential visitors would be ‘very likely’ to visit places from films and thoroughly enjoy visiting film locations they see on the big screen.”
Mike Baulcombe, tourism leader at Experience Nottinghamshire, added: “The release of Ridley Scott’s Robin Hood film is a great opportunity for us to encourage visitors from around the world to experience the home of Robin Hood, here in Nottingham and Sherwood Forest. The strength of our tourism offer combined with its Robin Hood heritage is proving to be a winning marketing tool in terms of raising Nottinghamshire’s profile and positioning us as a top national and international destination to visit. The global media attention we’re already getting speaks for itself.”
Limited edition Oyster card wallets will be distributed by VisitBritain with the film’s branding and via visitbritaindirect.com. There are also plans for a ‘Robin Hood Month’ in May to celebrate the release of the film. This will include a medieval re-enactment, Robin Hood Pageant, Nottingham city dressing, children’s festival and the launch of a Robin Hood beer. The VB partnership are also providing a unique competition opportunity in it’s 35 markets around the world for someone to banquet privately at Nottingham Castle with the Sheriff, along with one-on-one archery lessons at Sherwood Forest.
