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

David Horrigan

MPRA Paper from University Library of Munich, Germany

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.

Keywords: branded entertainment; film tourism; destination marketing (search for similar items in EconPapers)
JEL-codes: L83 M1 M3 (search for similar items in EconPapers)
Date: 2009-07-14, Revised 2009-08-28
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Published in TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism 3.4(2009): pp. 51-65

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/25419/1/MPRA_paper_25419.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:25419

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().