No other film series has lasted as long, or still manages to bring the crowds out in their droves to watch it on the big screen. This is no mean feat given the choice of devices and content suppliers we also have on the comfort of our sofas.
But Bond calls. And when Bond calls with his hushed tones, worldweary attitude and moody menace, we all listen.
As anyone interested in marketing knows, it is an incredible achievement for any brand – even brand Bond – to be continually updated and continually appeal.
The current Spectre film is brought up to date with surveillance themes and a stunning Bond girl, the first to be in her fifties. I’m working on my pitch for the next film.
007 returns time and again with new music, new cars, new gadgets and more panache. Each time it reels in audiences and huge opportunities for sponsorship, marketing and more. In the travel industry there are clear locations throughout the new Spectre film in London, Mexico City, Rome and Austria – all great reasons to drive sales to those destinations.
In fact, Bond is probably one of the most lucrative film series for the travel industry. The car chases, the action sequences and the romance show off the destinations where the films are shot in an incredible way. No one can make a location look so cool, so brooding and so action-packed as Bond. My social timelines are full of travel businesses promoting their Bond themed adventures, the destinations that feature in the film, and even where you can go and dress like Bond. I’ll admit, I’m tempted. Skiing in Austria next year will definitely be on my list, and at Celebrity Cruises, we couldn’t resist getting in on the action – we are currently working with Pearl & Dean to air our new brand film at the start of Spectre screenings.
The sight of Daniel Craig and his swimming trucks emerging out of the sea in the Bahamas was a bit of a defining moment for me. My jaw actually dropped, and I’m not alone. I’ve wanted to visit that beach and recreate the scene – in a kaftan or an M&S swimsuit offering slightly more coverage than those trunks – ever since. I fully intend to use this week’s WTM London to revisit planning for that dream.
For those of us in the travel industry, Bond presents a long-term opportunity than just the destinations in each film. Bond is a lesson in reinvention, in staying relevant and always being able to make your jaw drop.
While I try and relax with a martini, shaken not stirred (or even a Heineken these days) I know that I have work to do in making my business as iconic and as desirable as Bond. Our favourite secret service agent has been wowing audiences for over 50 years, and there is no sign of that waning. Despite fierce competition, Bond sticks to what he does best and it brings in the results.
