This document discusses using films as a way to promote tourism to Pondicherry, India. It outlines how viewers inspired by locations in films may travel there, making them "film tourists." It also discusses positioning destinations as products within films to increase visibility. Specific strategies proposed include coordinating with film offices, conducting market research on opportunities, collaborating with producers, and marketing elements like narratives, visibility, tone, brands, and historical locations featured. Partnerships with tourism groups could enhance destination promotion. Contests and campaigns could generate interest in visiting film locations, which could then be promoted through guides, websites, and testimonials.

1. Destination marketing through product
placement through films
The Case of Pondicherry

2. • To implement a proactive, strategic visitor centric
approach towards Pondicherry by using films as a
medium of communication and placing the destination as
one of the favored destination in the viewers travel
itinerary.

3. Agenda:
• Travel to destination associated with films.
• Someone who is inspired by the film and travels to the
Film tourism destination becomes a film tourist.
• Positioning the destination as a product in films.
Destination
placement
• Film location as tourist locations
Film location as
tourist locations

4. Film Tourism:
A Scene from upcoming movie “LIFE OF
PI” shot in Pondicherry by award winning
director Ang lee.
A Scene shot in one of the
streets of the French colonies in
Pondicherry starring leading
stars of South Indian cinema.

5. Using Film for destination placement
Network Regularly with Indian & International Film offices
Initial market research
Analyse market opportunities
Team up with producers
Work with Partners

6. Marketing Elements:
Strong narrative
High visibility
Uplifting Tone
Wider Brands
Historical Locations
Role of Destination in story

7. Forming strategic alliances with Destination marketing organizations will
enhance the visibility of the destination used

8. An experience contest can create the curiosity and interest among
viewers to visit the destination.

9. Tourism Campaigns
Pondicherry Tourism
image Can be formed
around the movies shot in
the area to influence the
viewer’s perception.

10. Destination Activities
Before Release:
Making of Destination
Press
Website Location the film Testimonials
Movie Maps Conference
features guide book (Tourism From Cast
on site
Image) and crew

11. After Release:
Co operation
Location tour with
Special Film
with invited partners for
premiere
travel Media joint
promotions

13. High Recognition value of film location is essential for visitor satisfaction

14. Film location tours can provide an ultimate experience for visitors to recreate
scenes of movies.

15. Film specific accommodation package can provide the visitors a tinge of such
lifestyle.

16. Film specific Festivals and events