Metronomy's English Riviera Video Wins Top Award, Devon
PUBLISHED: 21:29 30 April 2012 | UPDATED: 21:20 20 February 2013
The English Riviera Tourism Company are celebrating news that 'The Bay' music video they helped make in the resort last year with leading UK band Metronomy, has won a major award.
The English Riviera Tourism Company are celebrating news that The Bay music video made in the resort last year with leading UK band Metronomy, has won a major award. The ERTC invested 5,000 in sponsorship as well as giving intensive local assistance to ensure the film was made entirely on location.
The English Riviera Tourism Company built a close working relationship with the management behind Metronomy prior to the release of their English Riviera album. Torbay Council and ERTCs Promotional Partners, including the Imperial and Grand Hotels, Torquay and Greenway Ferry & Pleasure Cruises rallied together and were pivotal in bringing the video to life.
In particular, co-ordination and creative support from Lydia Stone, ERTCs Brand Marketing Executive has helped make the film a huge hit with over five and a half million views on You Tube, making it one of the best ways ever of promoting a coastal resort.
Film-maker David Wilson wrote to Lydia to say:
Just to let you know that 'The Bay' video for Metronomy won an award last night! It got 'In Book' in the D&AD awards, which is a big whoo-ha in the design community.
Anyway, we've all got big smiles and are popping champagne corks in London, and I thought I'd bring a little sparkle to your Friday by sharing the news. Thank you again for your INCREDIBLE work on the project. Couldn't have done it without you.
The mood of the video for The Bay - initially launched exclusively by NME Magazine online, is all about glamour and style.
Mock-ups of iconic English Riviera posters, the Princess Pier, The Imperial Hotel, and the Hi-Flyer balloon in Abbey Gardens are all featured in the three and a half minute long video. Road closures enabled a shot of the band driving along the stretch of Meadfoot Sea Road; and a helicopter filmed the finishing touches of sweeping aerial footage from out at sea.
Speaking to NME about the video, singer Joe Mount told the magazine, "I basically wanted to re-do Will Smith's video for 'Miami', but in Torquay. And, weirdly, David (Wilson) sent us a treatment, which was pretty much that exact idea. It was meeting of minds, a glorious meeting of minds.
The video, he added, gave the band a chance to show off the local scenery of Torquay, which is the lyrical subject of much of the band's new album. He continued: "Yeah, Ive ended up talking about the area a lot with this album. I hope Ive made it look a bit more swish. We could just go where we wanted for the video, too."
These successes have left the English Riviera Tourism Company much more confident of attracting a whole new demographic of visitors to the area the so-called Generation Y. Chief Executive Officer of the ERTC, Carolyn Custerson, says, Metronomy have been hitting all of the right notes as far as the resort is concerned. Their electro-funk style of music appeals to the 18-24 age group, and the new album and video has provided us with a wonderful opportunity to challenge the traditional perceptions of the area and show that it is, once again, a trendy place to be. This is possibly the best 5,000 any tourism company has ever spent!
Metronomy are not only popular in the UK: they maintain similar positions in the European, USA and Japanese music charts and are helping to spread the message of the English Riviera worldwide.