Destination marketing through product
placement through films
The Case of Pondicherry
• To implement a proactive, strategic visitor centric
approach towards Pondicherry by using films as a
medium of communication and placing the destination as
one of the favored destination in the viewers travel
• Travel to destination associated with films.
• Someone who is inspired by the film and travels to the
Film tourism destination becomes a film tourist.
• Positioning the destination as a product in films.
• Film location as tourist locations
Film location as
A Scene from upcoming movie “LIFE OF
PI” shot in Pondicherry by award winning
director Ang lee.
A Scene shot in one of the
streets of the French colonies in
Pondicherry starring leading
stars of South Indian cinema.
Using Film for destination placement
Network Regularly with Indian & International Film offices
Initial market research
Analyse market opportunities
Team up with producers
Work with Partners
Role of Destination in story
Forming strategic alliances with Destination marketing organizations will
enhance the visibility of the destination used
An experience contest can create the curiosity and interest among
viewers to visit the destination.
image Can be formed
around the movies shot in
the area to influence the
Making of Destination
Website Location the film Testimonials
Movie Maps Conference
features guide book (Tourism From Cast
Image) and crew
Location tour with
with invited partners for
travel Media joint
High Recognition value of film location is essential for visitor satisfaction
Film location tours can provide an ultimate experience for visitors to recreate
scenes of movies.
Film specific accommodation package can provide the visitors a tinge of such