Skift global trend for 2013: Destination branding through movies

Skift Take

This is the new battleground for big-ticket destination marketing.

— Rafat Ali

Early Jan we released our first report, “13 Global Trends That Will Define Travel in 2013” outlining the major trends that will define travel in 2013. Below is one of the trends we see as playing out over 2013 and beyond. Download the full report below.

Starring in a film has become a surefire way to boost tourism for a destination. Tourism in New Zealand boomed following the Lord of Rings trilogy and the country’s tourism board has every intention of that happening again with the release of The Hobbit. A huge marketing campaign aimed to make the country synonymous with “middle-earth” included aircraft livery and in-flight videos.

VisitBritain similarly integrated tourism marketing efforts with the Bond film Skyfall just as the U.S. state of Virginia began touting itself as the site of Lincoln’s filming and North Carolina turned Hunger Games into an advertisement for its outdoors.

Now destination marketing organizations are realizing the trend and looking to convert international attention a destination can draw from a movie into travel bookings. Expect to see the trend pick up in 2013 with more planned campaigns and bids to become the venue— beyond tax break incentives—for highly anticipated movies.

Click on the icon below to download the full 15-page report:
13 Trends That Will Define Travel in 2013


Destination Mexico: The Evolution of Luxury Travel

Luxury travelers are looking for more than just posh accommodations and generic pampering. Savvy suppliers and tourism organizations are capitalizing on the desire for authentic experiences, as the sharing economy continues to present new ways to connect travelers with local culture.

Read More

Next Story