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

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  • Horrigan, David

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.

Suggested Citation

  • Horrigan, David, 2009. "Branded Content: A new Model for driving Tourism via Film and Branding Strategies," MPRA Paper 25419, University Library of Munich, Germany, revised 28 Aug 2009.
    • Handle: RePEc:pra:mprapa:25419
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    File URL: https://mpra.ub.uni-muenchen.de/25419/1/MPRA_paper_25419.pdf
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    References listed on IDEAS

    as
    1. Simon Hudson & David Hudson & John Peloza, 2008. "Meet the Parents: A Parents’ Perspective on Product Placement in Children’s Films," Journal of Business Ethics, Springer, vol. 80(2), pages 289-304, June.
    2. Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
    3. Russell, Cristel Antonia & Belch, Michael, 2005. "A Managerial Investigation into the Product Placement Industry," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 73-92, March.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Iulian Adrian SORCARU & Mihaela-Carmen MUNTEAN & Ludmila Daniela MANEA, 2021. "Strategic Objectives for Tourism Development in the Black Sea Basin," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 63-75.
    2. Ani Wijayanti & Janianton Damanik & Chafid Fandeli & Sudarmadji, 2017. "Analysis of Supply and Demand to Enhance Educational Tourism Experience in the Smart Park of Yogyakarta, Indonesia," Economies, MDPI, vol. 5(4), pages 1-13, November.
    3. Prateek Khanna & Mayank Malviya, 2020. "Identification of Success Factors for Mirzapur Web Series," Shanlax International Journal of Management, Shanlax Journals, vol. 8(2), pages 21-27, October.

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    More about this item

    Keywords

    branded entertainment; film tourism; destination marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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