Branded content : a new model for driving tourism via film and branding strategies
Part of : Tourismos : an international multidiciplinary journal of tourism ; Vol.4, No.3, 2009, pages 51-65
Issue:
Pages:
51-65
Section Title:
Research papers
Author:
Abstract:
Branded content is described as a fusion of advertising and entertainment intoone marketing communications product that is integrated into an organisation’soverall brand strategy intended to be distributed as entertainment content with ahighly branded quality. A history of product placement, branded entertainment,and film tourism is presented to identify the effective elements of each strategy inorder to inform a more cohesive brand strategy for destinations. A brandedcontent model is offered that will give destination marketing organisations a roadmap for better coordination, integration and measurement with their tourism,film, marketing communications and branding strategies.
Subject:
Subject (LC):
Keywords:
branded entertainment, film tourism, destination marketing
Notes:
Περιέχει σχήματα, πίνακες και βιβλιογραφία
