City of Bregenz lost €500,000 using 'Quantum of Solace' for tourism

22-Dec-2010 • Quantum Of Solace

The city of Bregenz in western Austria is at the center of a spy scandal. But the spy involved in this story is not real. The legendary James Bond, or rather the last film about him, "Quantum of Solace", despite the success in the world cinema market proved to be unprofitable for Bregenz. How?

Tourism in Austria is one of the main profitable sectors of the country along with the industry. The number of tourists, who come to vacation in Austria each year is amounted to several million people. It is clear that due to such a high demand each of the Austrian cities tends to present its attractions to the widest possible number of tourists.

And Bregenz is not an exception. The Austrian resort, located on the picturesque shore of the Constance Lake, has decided to advertise its tourist opportunities with the help of Hollywood. Promotion of the resort in a new blockbuster movie about James Bond is the best advertising that could be imagined.

The promotion of Bregenz in the world arena was carried out by a specially created agency Bregenz Tourismus & Stadtmarketing. It organized shooting of several scenes of "Quantum of Solace." In total the beauties of Bregenz are showed in the film for about seven minutes.

But the service of the crew of 250 people on the shore of an Austrian mountain lake is not cheap. Nevertheless, the agency expected to return expenses through the burst of interest in the resort and a corresponding increase in prices for holidays in Bregenz. However, in reality it was little different.

As was found by the recent audit the appearance of the resort sights in "Quantum of Solace" has caused damage to the treasury of Bregenz in the amount of 500,000 euros. At the same time, according to the Austrian Times, the total value of expenditure on advertising of the resort opportunities was 109 million euros.