The Rise of Destination Marketing Through Movies and TV
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The Rise of Destination Marketing Through Movies and TV

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Entertainment inspires people to travel. The destinations and locations where movies and television shows are filmed have the potential to attract film tourists with smart, timely marketing. ...

Entertainment inspires people to travel. The destinations and locations where movies and television shows are filmed have the potential to attract film tourists with smart, timely marketing. Destination marketing organizations are realizing the trend and looking to convert the international attention into travel bookings.

In the following report, we will cover what motivates travelers to visit a destination featured in a movie, how to manage the long-term relationship with a TV series, how to tap into the themes made popular by recent films, and factors to consider before marketing begins.

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The Rise of Destination Marketing Through Movies and TV The Rise of Destination Marketing Through Movies and TV Document Transcript

  • The Rise of Destination Marketing Through Movies and TV SKIFT REPORT #6 2013 Entertainment inspires people to travel. The destinations where movies and timely marketing. SKIFT.COM
  • Subscribe to the Skift Trends Report Get the twice-monthly Skift Trends Report for the latest intelligence on the travel industry. Each edition in our new series of reports will brief you on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future. After you subscribe, you will receive 24 reports direct to your inbox for an entire year. Reports are delivered as a downloadable PDF. Subscribers also receive access to our archive. For any comments or questions, email us: trends@skift.com. Subscribe and check previous reports at skift.com/travel-trends.
  • SKIFT Executive summary Starring in a film has become a surefire way to boost tourism for a destination. Tourism in New Zealand boomed following the Lord of Rings trilogy. The country launched a huge marketing campaign aimed at making the country synonymous with “middle-earth,” Air New Zealand painted its livery with Hobbit-themed images, and Hobbiton became one of the country’s most visited attractions. “Film shoots have the power to elevate even completely banal places to unique experiences worthy of a visit.” VisitBritain similarly integrated tourism marketing efforts with the Bond film Skyfall, Virginia touted itself as the site of Lincoln’s filming, and North Carolina turned Hunger Games into an advertisement for its outdoors. Now destination marketing organizations are realizing the trend and looking to convert the international attention a destination can draw from a movie or TV series into travel bookings. However, many questions still remain for destination marketers who worry about a dark story plot painting a location in a negative light or who attempt to calculate an appropriate marketing investment for a brand new series. Hotels, airlines, and restaurants all have the opportunity to benefit from film tourism if given the tools and information to connect the themes brought up in the story with their business offerings. In the following report, we will cover what motivates travelers to visit a destination featured in a movie, how to manage the long-term relationship with a TV series, how to turn dark story plots into positive tourism bumps, how to tap into the themes made popular by recent films, and factors to consider before marketing begins. We also highlight several case studies and the lessons that destination marketing organizations can learn from them. Finally, we outline 8 marketing initiatives and 12 key takeaways from the report. 3 REPORT #6 2013
  • SKIFT REPORT #6 2013 Table of contents Executive summary 3 About Skift Skift is a travel intelligence company that Trends in Destination Branding Through Film and TV 5 services to professionals in travel and professional Behind the trend 5 make smart decisions 7 7 travel. skift.com for more. 8 11 12 13 15 16 17 19 20 21 22 24 Further reading 28 About Skift 29 4