We’re Going on a Bear Hunt is being brought to life through a series of themed weekends being held on the Isle of Wight throughout 2018.
In what has been described as a ‘landmark deal’ between Bear Hunt Films and Visit Isle of Wight, the year-long agreement will see a series of specially themed weekends and a new adventure trail designed.
The initiative is part of Visit Isle of Wight’s campaign to attract new family visitors to the Island.
Families from across the world will be able to immerse themselves in a real life We’re going on a Bear Hunt experience where they can ‘swishy swashy through the long wavy grass,’ among other activities.
The adventure campaign launched with the mailing of 750,000 holiday postcards to demographically profiled families and individuals, backed up by a digital marketing campaign through selected travel, trade and lifestyle channels.
It follows the success of the 2016 We’re Going on a Bear Hunt special, which – produced by Lupus Films and premiered on Channel 4 – brought in an audience of over eight million.
It was screened again during Christmas 2017, shortly before the Island’s opening campaign begins and families across the UK receive their invitations.
Simon Dabell, chairman and CEO of Visit Isle of Wight LTD, said: “The We’re Going on a Bear Hunt story, its location and proud sense of family adventure resonates so well with our heritage and values.
“We are delighted that Bear Hunt Films is working with us to create a unique experience for visitors to embark on an adventure trail that sees them exploring the island and then meeting the bear.
“This is a major coup for the Island and our partnership with the licensor Walker Books, who have created a fantastic adventure for families in 2018. What is brilliant about “We’re Going on a Bear Hunt is that it resonates with an audience across the generations. It’s hugely popular and we are proud to partner with this classic brand.”
Julia Posen, commercial director at Walker Books who also collaborated on the project, added: “We’re Going on a Bear Hunt is all about finding adventures in the great outdoors and the Isle of Wight is the perfect place for that.
“It’s synonymous with the book’s landscapes and values in many ways, so when the team from Visit Isle of Wight contacted us about this opportunity we were delighted as it makes a natural fit.”
The National Trust are the official hosts of the Bear Hunt adventure weekends. The nature conservation charity will host the special weekends, each featuring nature-themed activities that introduce young children to the wildlife around them as they hunt for hidden bears across meadows, woods and sandy beaches.