Horrigan, David (2009): Branded Content: A new Model for driving Tourism via Film and Branding Strategies. Published in: TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism , Vol. 4, No. 3 (15. November 2009): pp. 51-65.
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Branded content is described as a fusion of advertising and entertainment into one marketing communications product that is integrated into an organisation’s overall brand strategy intended to be distributed as entertainment content with a highly branded quality. A history of product placement, branded entertainment, and film tourism is presented to identify the effective elements of each strategy in order to inform a more cohesive brand strategy for destinations. A branded content model is offered that will give destination marketing organisations a road map for better coordination, integration and measurement with their tourism, film, marketing communications and branding strategies.
|Item Type:||MPRA Paper|
|Original Title:||Branded Content: A new Model for driving Tourism via Film and Branding Strategies|
|Keywords:||branded entertainment, film tourism, destination marketing|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising
M - Business Administration and Business Economics; Marketing; Accounting > M1 - Business Administration
L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports; Gambling; Recreation; Tourism
|Depositing User:||Evangelos Christou|
|Date Deposited:||27. Sep 2010 07:26|
|Last Modified:||11. Feb 2013 20:08|
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