Destination Discourse: Episode 2 Show Notes

Title: Is Branded Entertainment the Future of Destination Marketing?

Episode Summary:

In this episode, Adam Stoker and Stuart Butler dive into the world of branded entertainment and its potential as the future of destination marketing. They explore how storytelling, particularly through branded entertainment, can transform how destinations engage with potential visitors. Drawing on personal experiences and successful case studies, the hosts discuss the challenges and opportunities that come with this approach.

Key Topics Covered:

Introduction:

Stuart and Adam reflect on the success of their first episode and the importance of delivering a worthy sequel.

Light-hearted discussion on favorite movie sequels, with a nod to the Star Wars franchise.

Stu's News:

A case study from Greenville, South Carolina, on their creative use of a "Home Alone" themed Christmas experience.

The initiative’s success in positioning Greenville as a potential Christmas destination and generating significant media coverage.

Main Topic - Branded Entertainment:

What is Branded Entertainment?

Stuart and Adam define branded entertainment as storytelling that goes beyond traditional advertising. It's about creating content that audiences choose to engage with, rather than being forced upon them.

Importance of Storytelling in Destination Marketing:

Storytelling as a tool to improve residents' quality of life and enhance the visitor experience.

The role of storytelling in building a destination's brand and creating lasting memories for visitors.

Challenges and Considerations:

The potential reluctance of DMOs to embrace branded entertainment due to concerns about resources and stakeholder balance.

The importance of long-term thinking and overcoming short-term resource limitations to create impactful content.

Case Studies & Examples:

Greenville’s Home Alone Experience:

The strategy behind Greenville's Christmas campaign and how it can serve as a model for other destinations.

Discussion on the potential challenges of prioritizing certain stakeholders over others and how to manage these dynamics.

Myrtle Beach’s Traveling the Spectrum:

Stuart shares the story behind the creation of "Traveling the Spectrum," a TV show that documents the travel experiences of families with children on the autism spectrum.

The broader implications of this project for destination marketing and how it demonstrates the power of branded entertainment.

Takeaways for DMOs:

Encouragement for DMOs to think beyond traditional advertising and consider the long-term benefits of creating branded entertainment.

The importance of consistency and persistence in building an audience and the role of storytelling in shaping visitor perceptions.

Links & Resources:

Greenville Case Study - Case study on Greenville’s Home Alone Christmas Experience.

https://destinationsinternational.org/case-studies/greenvilles-iconic-home-alone-experience-closes-occupancy-gap

Tourism IQ - Explore the article on branded entertainment written by Stuart Butler.

https://mytourismiq.com/leadership/crafting-stories-capturing-hearts-why-branded-entertainment-is-the-future-of-destination-marketing/