Branded Content: A new Model for driving Tourism via Film and Branding Strategies

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.

Abstract

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
• Language: English
• Keywords: branded entertainment, film tourism, destination marketing
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism

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