What is Movie Travel
From Il Postino (Italy) to Midnight Express (Malta), from Marie Antoinette (France) to Kingdom of Heaven (Spain), movies can actually drive us to visit places we had never seen or thought of going to before. As most of us being movie consumers, we have all experienced the fascination of watching a piece of work and think: “I want to go there”. MovieTravel makes it possible.
Based on the concept of Smart Movie Tourism, MovieTravel is targeted to people traveling for culture. The product builds a storytelling that is unfolded across different platforms, arranging an experience that starts from a movie and, through virtual augmented reality and narratives created by experienced international travel bloggers, continues with a game. For the time of their stay, tourists are encouraged to become players of a unique personal movie shot among the artistic and historical treasures scattered across European destinations.
This approach opens a new exploitation window for the European film heritage that could serve as a way of diversification of tourism in Europe. Through the collaboration of public and private actors, making them both relevant to a shared product framework, the project seeks market viability and effective measurable effects on target groups and destinations involved in the project.
Additionally, the project includes the organization of training workshops in the tourism and communication industries, the MovieTravel labs. The main targets of labs are public players and private tourism operators, as well as young or unemployed people interested to improve their opportunities for self-entrepreneurship in those fields.