The Richardson Family SmartState Center of Economic Excellence in Tourism and Economic Development was established in 2010 with a specific goal to encourage research directly applicable to tourism in South Carolina.
Monday, November 3, 2014
Hotels finding new ways to cut through the clutter
Although hotel marketers have not as a rule incorporated product placement or branded entertainment into their marketing mix, there are a few examples of hotels that have successfully employed these marketing tactics to gain exposure and attract guests through the mediums of film, television or the Internet. A new article by Simon Hudson in Hotel Business Review identifies the critical success factors necessary for effective communications of this nature, taking a closer look at the use of product placement and branded entertainment by hotels. The article presents several examples of hotels that have partnered with producers of television, film and digital content to cut through the advertising clutter. These include the Atlantis Resort in The Bahamas (Casino Royale, After the Sunset, Newlyweds and Meet The Parents); the Plaza Hotel in New York (Home Alone II: Lost in New York, Arthur and North By Northwest); the Hyatt in Aruba (The Greatest Movie Ever Sold); and Aria Hotel, Las Vegas (Last Vegas). The full article is at: http://hotelexecutive.com/business_review/4127/from-product-placement-to-branded-entertainment