article relating nostalgic films with tourism and destinations

1. movl(
The Anthropomorphy of ing sc
Bali.
A
Destination Brands
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Trqvel ond retoil brqnds hqve
o common frome of reference
-the destinotion. Films mode
qvoiloble in sociol medio
represenl o meqns of creot-
ing on emofionol link be-
tween online odults,
leenqgers ond studenls with
destinotion brqnds. The films
ore nof restricted lo contem-
poroty movies but include the
nostolgic Cosoblqncq qnd
Rozor's Edge. Activities in lhe
destinqtions of refqil qnd
trovel ore chonging to occom-
modqte experiences.
Suresh Sood n c re a si ngl y, the trend of novel meansof discoveringnew des-
R e s e o rch e r anthropomorphizing, i'e., mak- tinations. This is quite apart from
ArchetypeStoryielling School o{ Morkeiing ing more humanistic destina' the halo effect of films generating a
Universiiy TechnologY, SYdneY.
o{
ti o n b ra n d s (e.g., shopP i ng P re- si gni fi cant i ncreasei n touri sm as
The outhor con be reoched oi
S u r e s h . S o o d @ u ts.e d u .o u c i n c ts , re ta i l establ i shments, r-
ai seen from CrocodileDundee (1986)
ports or tourist venues) is acceier- and doubling of Ar-rstralian visitors,
ating through consumer engage- the Veronesedraw card {or females
Umesh Prqstrd ment with films in social media. For vi ew i ng Letters to Jul i et (2010) '
Monoger (OPerotions) the next generation of tourists with couples reiiving Nrghrs in Rodanthe
Yum! Reslouronts (lndio) Privote Ltd.
Generation Z appearing as indi' (2008) i n N orth C arol i na, th e
The outhor con be reochedoi
vidual tourists in 2A20 as well as Bollywood movie, I Hate Luu StorYs
u m e s h k u o r p r o s od @ g o il.co m
m m
online adults, the film cliPs found (20i0) sparking Indian visitor in'
online in social media provide a terest i n N ew Zeal and and the
O 2O1OlUP All Rights Reserved

2. movie, Eat, Pray, Loue (2010) entic- no longer a destination somewhere Bungeejumping in New Zealand,is
ing soul searching in Italy, India and ' o u t th e re ' . C ontemporary fi l ms not the complete experience.A skill
Bali. drive an interest in specific loca. to learn how to take photos of ex.
As us er s inc r ea s i n g l y tu rn tions.The 2003 DaVinciCodemys- otic fish potentially involves learn-
online to searchabout destinations, tery ignited visits to the Louvre by ing scuba in an exotic location and
the nostalgic films of yesteryears in- a whole new generation of visitors. photography lessonsencasedin ad.
cluding Casablanca(1942) and the The French fllm Amelie (2001) had venture.
original RazorsEdge (1946) with in- tourists eating at the restaurant of
This transformation of the ex-
sights into bohemian life following the film location. Inception (2010)
isting businessmodel for travel and
7orld War 1 provide a rich tapestry created a buzz around literallv fold-
tourism from a focuson price to ex-
of images and word associations di- ing the landscapeof a classicParis
periential travel servicesunderpins
street caf6.Lostin'Iimtslation (2003)
an emerging framework for assem.
created interest for visitors to To,
bling together a wide variety of
kyo where the movie was set in the
emerging retail opportunities. Fo-
neon light imagery of Tokyo and the
cusing on travel, while thinking
pedestrian crowds in Shibuya. Tour-
about retailing, shifts the current
i s ts fa m i l i a r w i th the movi e w ere
paradigm of shopping to create new
quick to recognize the Park Hyatt
desti nati on shoppi ngexperi ence s.
in Tokyo as "the hotel from Lost in
The hallmark of a retail destination
Translation".
is when consumerschoose to hang
Such films create interest in the around and have fun. Learning is a
destination brand facilitating the key elementof the destinationpro-
building of a cognitive emotional viding an additional reason to en-
relationship between potential visi- ter a store rather than making a
tors and the destination, well be. si mpl epurchase.
fore a visitor plans or sets upon a
The hnkage to retailing is clear
visit. The films guide the subse- just as experiential travel is about
quent location visits potentially as
skills. The retailer Apple has recog-
dreamingabout the destinationen-
nized the notion of field trips ro an
sues from watching the film. Films
Apple store for children or learning
create the mental constructs for
sessionsfor adults. Apple flagship
consumersto use when considering
storesare now there in London (Re-
destination products or choosing gent Street),Sydney(George Street),
the landmarks and neighborhoods
New York (Fifth Avenue) and the
to visit when present in the desti-
store in Californla Palo Alto Uni.
n a ti o n , fu rther bui l di ng strong
versitv Avenue, where it all started.
brand attachment.
The magic of Apple'is spreadingin-
rectly related to the brand destina- Wh a t o f the desti nati on con- fectiously as these retail stores of.
tion Paris,France. A variefy of web tent, i.e., activities? Increasingly, fering Apple goods expand globally.
searchesshow these films provide a travelers choosingto participate S o ski l l sacqui si ti oni s j ust one as-
are
necessarybreak from the suppliers in the process of'experiential travel' pect of the Apple experience. The
promoting destination sight-seeing where instead of 'chilling out' wirh iconic Genius Bars, in order to pro-
and hotels. The famous line "il/e'11 herdsof touristson a vacation,rime vide technical expertise further
alwayshave Paris" fromaCasabkmca is spent to experience and learn drives the local community into the
scene found on YouTirbe encapsu- a b o u t th e v a cati on desti nati on stores and, once inside, customers
lates the sounds and imagery of love through locals and hands-on expe. can get hands-on experience with
triggering the brand associations of rience. Importantly, the key hall. their amazing range of computers,
Paris elegantly and concisely within mark of experiential travel is gain- phones and handheld devices laid
the mind of the consumer. To the ing skills. This means the adventure out on the typical blonde wooden
potential visitor, Paris becomes travel associatedwith a temporary tables.Enthusiasticstaff remain en-
alive with a deeply humanistic feel, adrenaline-driven sports rush, e.g., ergized,no matter the time of day or
Advertising Express , November 2010 o 13

3. above have a Facebookand Twitter ating furtherbuzz in the commu-
weather, and theY are alwaYs readY
presence and YouTirbe channels ex' nity. If social media presentsa rela-
to assist customers entering the
ist for Selfridges and Topshop' Con- tively low.cost means of Present'
store in personal shoPPing.Tech-
ing destination assetsand carrying
I:
nology capabilities make the expe- sumers online can even listen and
watch a tabla soloat a Borders book' out conversations between con'
rience seamlessand 'green' where
store with Shiva Patraju' Only time sumers and P arti ci P ants from
the receipts are despatcheddirectly
will tell if destination brands use the within the destination itself, other
to the e-mail addressof the con'
social media beyond advertising to technol ogi es are ori entated to'
sumer.
e n g a g ei n p roacti veconversati ons wards new possibilities hitherto Mo
Large retail storesfocus on cre' not considered for connecting the the
with consumers and listen as well
ating a senseof theater as exempli' consumer and desti nati on. The lev
as deliver on expectations.
fied by the Selfridges Shoe Hall ex' importance of exPloring new tech- ket
hlblting 4,000 shoes.In-store activi' T h e p o tenti al to create the
nologies cannot be understated for hor
ties in large open spacescontribute emotional link between the desti'
retail and travel as the UK Future ins
to the store brand experience' Bor- nation and the consumer is a natu'
of Free Ti me R eP ort P ubl i she d slt
d e r B ook s hops ex e mp l i fY th i s ral fit for mobile social networks
A pri l 2010 states " P erhaPs slt
(..g ., foursquare.com and
thinking with their in-store quiz worryingly, a new generation will
Gowalla.com) and is only beginning llf,
sessions, mother and toddler read' reject travel altogether in favor of
to emergewith a first generation of sl
ing sessionsand creative writing for gaming, social networking and 'al-
activities for consumers. Check'in s€
teenagersand adults. ToPshoP,a ways on' media..' as in-home lei'
i s about tel l i ng rG
Bri ti s h f as hion sure is becomingmore engaging'a
Foursquare where cl
chain has taken the group of young PeoPlewill emerge
the consumer is at tt
experience further who do not go out any more."
present. consum' G
in a flagship Oxford
ers check-in from Immersi ve vi deo usi ng el ec' e
C i rc us loc at ion lncreosingly,
libraries,museums' tronic headgear fliPs the Paradigm
addlng fashion and trovelers cre
parks, restaurants from the traditional video images
l i fe s t y le ev ent s , choosing lo
or l i teral l y any- where the view is identical for all
styl e c ons ult ant s porticiPote in
where. Rewardsare observers to one i n w hi ch the
and beauty bars to lhe process of
avai l abl e for viewer becomesimmersed in a vir'
the physical store. 'experienliol
check-in and fre' tual envi ronment achi evi ng a
Th e s e ac t iv it ies trtrvel'
quenting the same unique personalexperiencepertain'
stro ngly help t o
location multiple ing to a live event, e.g.,fashion show
make the Selfridges,
times or in the case or tennis match. Combining with
Borders bookshoPs
of S tarbucks, social networks, shoppersor travel-
and Topshop flag'
checking into five ers can enjoy the exPerience with
ship clothes store
e s ta b l i s h ments hel P s to earn a friends no matter where theY are
social.
B a ri s ta b adge. A MaY orshi P i s L
1o.n1sd.
The role of online social net'
awarded to customers with most @
works cannot be underestimatedin
check-in days to a venue over the
delivering and improving the physi-
last 60 days and the MaYor of a
ca l ex per ienc es o f v i s i ti n g th e
Starbucks location receives a dis-
stores, especiallyfor teenagersand
count on a drink, But if exPerien-
students. Engaging customers ln
tial retailing is a desirablefocus, the
social media, as an element of the
rewards are better contextualized
overall marketing strategy and be-
to provide the MaYor with learn-
coming a part of consumer lives,
ing opportunities transcending a
when the consumer is not at the
mere discount on a drink. Getting
destination also creates an oppor-
to play barista for a daY or join a
tunity for consumersto voice desti'
pastry chef in the bakery are simple
nation experiences. Twitter Pro'
means of providing valued custom-
vides an 'always orl connection to
e rs w i th r el evant experi ences cre'
the destination. All storesdiscussed
Advertising Express November 2010 o 1'l