Though it hardly can be considered a marketing strategy—seeing as Highland Airways collapsed in 2010 with over £4.5 million (about $7.1 million) in debt—the fuselage of the Highland Airways Learjet will be featured in the summer blockbuster, “The Dark Knight Rises.” Likely to follow in its predecessor’s (2008’s “The Dark Knight”) footsteps, the newest Batman film will be viewed by millions.
Highland Airways’ History
Highland Airways, which employed more than 90 people, had operated flights inScotlandandWales. Staff gave up a combined total of almost £750,000 (approx. $1 million) in wages as part of efforts to keep the company afloat. Highland Airways operated a fleet of nine aircraft, running services betweenCardiffand Anglesey, Stornoway and Benbecula in the Outer Hebrides and Oban and theInner Hebrides. Its other activities had included delivering newspapers to some Scottish islands, corporate staff shuttles and air charter. The company’s problems came to light at the start of 2010 after severe weather led to cancelled flights and worsening debts. Its board voluntarily placed the business into administration.
Movie Shoot Boosts Local Economy
Shooting scenes for “The Dark Knight Rises” in the Scottland generated £1.1 million ($1.7 million) for the local economy, according to a Highland Council report published in March. The paper, prepared forHighlandcouncillors, said more than 200 crew spent two months in the area, using local services, suppliers and accommodation. The report said the movie’s production manager was aware of the “quality of support” in theHighlandsfrom his work on Mel Gibson’s Braveheart in the 1990s.
It’s a shame that the now defunct Scottish airline won’t be able to reap the benefits that this sort of exposure will certainly generate. With analytical tools such as demographic and geographic data, Highland Airways could find out the intended demographic for the film, and locate those individuals on a map, allowing them to see how many people and in what areas their product will be viewed. MarketMAPS’s superior data and maps allow businesses to discover the effectiveness of their marketing, as well as the locations of their potential customers. With a demographic map, businesses can locate the areas where their products or marketing will be most effective.
Contact MarketMAPS today to find how our reliable data can help you locate potential customers and make better business decisions.