It came as little surprise when the country's top travel magazine decided to reduce its publication frequency from monthly to quarterly. Those within the PR industry had anticipated this change for quite some time. The industry was undergoing a transformation, with traditional print PR giving way to a more dynamic approach that reached beyond physical pages and into the fabric of consumers' daily lives - smartphones.
Technology has become an integral part of our everyday existence, and instead of defying this gravitational pull, brands that are making use of the wave are benefitting the most. There is no denying that today, OTT content rules the roast.
Lights, Camera, Tourism
Dubrovnik in Croatia has always been a popular city in Europe. However, between 2012 and 2015 the city attracted more than 244,000 tourists who spent almost 126 million euros contributing to half of the city’s 10 per cent annual growth in tourism. What led to the massive numbers of tourists to this relatively lesser known part of the world? The success of Game of Thrones! Thanks to the hugely popular TV series, Dubrovnik was listed as the best cultural destination in 2019. No one wanted to miss the chance to take a selfie in Kings Landing!
Bollywood has been spearheading the set-jetting trend since the early 90s, with Yash Raj productions playing a pivotal role in popularising Switzerland among Indian audiences. Since then Zindagi Na Milegi Dubara, Tamasha, Dil Dhadkne Do have played pivotal roles in helping travellers decide their next vacation spot.
TV series are the new feature films. The success of Emily in Paris has led to an increase in the already popular city. An American Express Travel report noted that 48 per cent Indian respondents have been inspired to travel by a recent TV show or movie, with Emily in Paris topping the list.
As hotels why should leveraging OTT content be on your list?
1. Showcase Unique Experiences
OTT platforms provide an excellent avenue for hotels and destinations to showcase their unique experiences and tell their stories in a visually compelling manner. Through high-quality video content, they can capture the essence of their offerings and communicate their value proposition effectively.
Filmed extensively in Sri Lanka, The Night Manager mesmerized viewers with its plot, star cast, and awe-inspiring location shots. Among the standout locations was Jetwing Saman Villas, showcased as the exquisite tropical hideout in Sri Lanka. The TV show amassed a staggering 9 million viewers in its debut week alone, granting over 9 million people an exclusive glimpse of this remarkable property.
Source: https://framebyframeblog.com/film-set-locations-jetwing-saman-villas/
2. Build Emotional Connections
Hotels and destinations can greatly benefit by establishing emotional connections with viewers through compelling stories.
The Four Seasons Resorts in Maui and Taormina experienced a significant surge in popularity following their appearances in seasons one and two of The White Lotus. This phenomenon, known as "The White Lotus effect," resulted in a notable increase in website visits and availability checks for these particular locations. It highlights the power of emotional storytelling in driving interest and engagement from potential guests.
3. Make Reel Life Accessible
The line between reel and real is becoming increasingly blurred. For experience seekers, the opportunity to share the same spaces as beloved actors and iconic characters from popular OTT content can have a significant impact on hotel business.
Cersei’s walk of shame down the Jesuit Stairs in the old town of Dubrovnik created a connection with the audience. This connection is particularly pronounced in historical dramas, science fiction, and any content that diverges from present-day life. By offering guests the opportunity to immerse themselves in these captivating settings, hotels can tap into the allure of these shows and attract visitors who long to experience their favorite stories come to life.
It's essential to approach this opportunity with flexibility and an open mind, as property owners may not have control over the script. Take inspiration from the success of shows like The White Lotus, which gained attention for its unique storyline, even though it sparked some controversy.
If you're eager to showcase your property in the next exciting OTT content, here are some steps to consider.
1. Production Houses: When it comes to attracting production houses, it's crucial to showcase your property in the best light possible. Capture stunning photographs and videos that truly highlight all the unique features your property has to offer. In India, there are several renowned production houses, such as Dharma Productions, Yashraj Films, UTV Motion Pictures, and Banijay, that are constantly seeking out exotic locations.
2. Established PR Agencies: With over 50 active production houses in the country, establishing connections with decision-makers can be a challenge. As hotel owners you can engage with an established PR agency, which will not only assist with your marketing needs but also has the expertise to make significant inroads with key decision-makers in the industry.
3. Location Scouting Platforms: The rise of OTT content has led to the emergence of location scouting platforms that serve as a valuable bridge between production companies and potential filming locations. By utilizing these platforms, you can increase the visibility of your property and make it more accessible to production companies looking for suitable locations.
While it may require considerable effort for hotels to secure a contract with a production house, the rewards make it all worthwhile. Hotels can unlock new avenues for growth, establishing themselves as sought-after destinations and reaping the long-term benefits of being part of the captivating world of entertainment.