DMOs: IT’S TIME TO THINK AUDIENCES, NOT TRAVELERS

Why you must invest in entertainment content right now.

AN ODYSSEY STUDIOS WHITE PAPER

Entertainment lives on forever.

How many ads can you recall from the 1950s or ‘60s?

Now, how many TV shows can you recall? My daughter (who is 12) has watched The Dick Van Dyke Show — front-to-back — multiple times. The show stopped airing in 1966. That’s the staying power of entertainment.

Black and white advertisement featuring a person pushing a Volkswagen Beetle. The text below reads, "And if you run out of gas, it's easy to push." The background is plain with the focus on the car and the person leaning against it.

A vintage ad with a classic Volkswagen Beetle in black and white, facing away with license plate "PJJ 781S." The background is stark white. Text at the bottom reads "Going, going..." followed by a nostalgic narrative about the Beetle.

A classic black Volkswagen Beetle is positioned at the top left of the image on a plain white background. Below, a block of text in black begins with the bold words "Think small." followed by smaller text that discusses the car's features.

Few advertising campaigns live on in the zeitgeist as have those from Volkswagen, Apple, Burger King, or Budweiser. Yet while these examples have inspired MBA students for decades, the dollars spent on them to deliver immediate ROI are long, long gone.

Proven first over decades in the corporate world, there’s growing recognition that ad campaigns, while still valuable, have limited staying power. Ads are designed to drive immediate action. Their impact is fleeting.

In contrast, well-crafted entertainment-based content is evergreen, resonating with audiences long after it is seen and enjoyed. Such content, whether in the form of blog posts, videos, podcasts, or social media, can continues to engage viewers, listeners, and readers year after year after year.

Unlike ads, which are often perceived as disruptive or intrusive, high-quality entertaining content provides real value to the consumer, building brand equity deeper connection with the brand.

Unlike ads, which are often perceived as disruptive or intrusive, quality content offers intrinsic value.

Consider the staying power of popular TV series that are still watched today. Reruns of popular TV series like “Friends,” “Seinfeld,” and “The Big Bang Theory” still generate substantial revenue. Reruns of “Friends,” for example, has earned roughly $4.8 billion. This dynamic has led many marketers to shift focus and allocate more of their resources toward entertainment-based content.

By consistently creating and curating valuable, relevant, and engaging content, brands (and yes, that includes DMOs) can build lasting connections with their audiences that foster loyalty that extends beyond the lifespan of a single ad campaign.

In today‘s crowded and competitive digital landscape, this makes entertainment-based marketing the smarter investment than a costly one-hit wonder that earns a dramatic temporary bump in consumer attention that quickly fades.

In this white paper we will lay out the reasons why the ROI of the approaches that have worked in the past is evaporating and how those who transition to new ways of being invited into users lives will become the winners is this new game.

WHAT’S TRENDING

The way that brands connect with audiences is undergoing a seismic shift, with the coming wave of branded, entertainment-first content leaving traditional advertising in the dust. That means DMOs need to rethink how to allocate dollars toward creating entertaining, authentic content that can help them win the attention wars.

Earning Attention

The world of advertising is changing whether you like it or not, and you will no longer be able to buy attention like you used to. Increasingly, you’ll have to earn it.

Heightened concerns over privacy have made data sharing and tracking more and more difficult, pushing consumers to be vigilant about protecting their personal data.

Between the rise of ad blockers, the shift towards privacy-friendly, consent-based marketing, and the impending cookie-less future—advertisers are looking for alternative ways to target and track audiences without compromising personal information.

This is why you see leading technology companies, such as Apple, setting opt-out as the default for their customers.

“The key to driving successful results in a cookieless world is to consistently deliver value-added, relevant content...”

— Forbes

As measuring the effectiveness of online advertising becomes more complex, marketers are exploring workarounds and alternatives with, over half of marketers reallocating their budgets to content marketing such as algorithm-optimized short-form videos on TikTok and YouTube.

Brands are also leveraging the reach and expertise of influencers to create engaging, algorithm-friendly content.

Unlike traditional ads, well-crafted entertainment-based content like blog posts, videos, and podcasts provide intrinsic value, fostering lasting relationships with audiences. This shift towards evergreen content is expected to help marketers realize sustained engagement and brand advocacy.

“In 2024, 33% of internet users were using ad blockers — just shy of 1,000,000,000 consumers worldwide.”

— Backlinko

For DMOs, this trend presents a strategic opportunity. By emulating major brands like Coca-Cola and Red Bull, that have successfully harnessed entertainment-based content, DMOs can establish themselves as early adopters and thought leaders. A phased approach that includes forming win-win partnerships and learning new methods to measure success can help DMOs navigate the complexities of content marketing and achieve impressive long-term ROI.

As consumers become more aware of privacy issues and the value of their personal data, brands that prioritize transparency, data protection, and user control are more likely to gain trust and loyalty. These shifts are expected to lead to a reallocation of marketing budgets towards privacy-friendly and consent-based strategies. Marketers are likely to increase investments in content marketing, influencer marketing, experiential marketing, and offline advertising channels as evidenced by with the growing popularity of ad-free streaming services. Today, more than 57% of viewers are willing to pay for an ad-free experience, even if it means higher costs akin to traditional cable bills.

The Experts Agree: It’s All About Branded Entertainment

The world of advertising is changing whether you like it or not, and you will no longer be able to buy attention like you used to. Increasingly, you’ll have to earn it.

“78% of users are seeking ‘funny or entertaining content.’”

— Marketing Dive

Content WRX reports that 51% of marketers are reallocating budgets toward content marketing, indicating a significant industry-wide strategic pivot.
The Content Marketing Institute reveals that 63% of leading companies increased their content marketing budgets in 2022, underscoring the growing confidence in its long-term value.
PQ Media projects content marketing revenues to grow from $49.2 billion in 2021 to $76.9 billion by 2026, highlighting the anticipated economic impact.

75% of companies surveyed by the Content Marketing Institute cited improving brand awareness and lead generation as top motivations for increased content marketing investment.
Platforms like Instagram, YouTube, and TikTok have become critical for brand engagement, with 78% of users seeking “funny or entertaining content,” according to Epidemic Sound. And 40% of Gen Z-ers consult YouTube or TikTok or Instagram before Google.
With search giants like Google and Microsoft including AI summarizations in search results now, paired with rapidly shortening attention spans, it’s more important than ever to be in front of your audience in ways that entertain more than sell

Hacking the Algorithm, Not Targeting Ads

Marketers are pivoting towards creating short, algorithm-optimized content and collaborating with influencers to boost visibility on platforms like YouTube and TikTok, employing data-driven strategies and community engagement to foster organic growth over traditional advertising methods.

Algorithm-Optimized Content Creation:

Marketers are increasingly focused on creating content that is optimized for the algorithms of platforms like YouTube and TikTok.
This involves understanding the factors these algorithms use to promote and recommend content, such as watch time, engagement rates, and video quality.
By creating content that aligns with these algorithmic signals, marketers can organically increase their content’s visibility and reach without relying solely on paid promotion.

Influencer Marketing & Creator Collaborations:

Influencers and creators who have already established a strong following and mastered the art of algorithm-friendly content are becoming valuable partners for marketers. We’re already seeing shifts in trends, with brands seeking better influencer/product alignment, which in turn better aligns the downstream viewer with the brand.
Collaborating with influencers and leveraging their expertise in creating content that resonates with their audience can help marketers tap into engaged communities and benefit from the algorithm‘s promotion.
This approach often involves shifting marketing dollars away from traditional advertising channels and towards influencer partnerships and sponsored content.

Short-Form Video Content:

The algorithms on platforms like TikTok, Instagram Reels, and YouTube Shorts heavily favor short-form, engaging video content.
Marketers are dedicating resources to creating snackable, attention-grabbing videos that can capture viewers‘ interest and drive engagement.
This shift towards short-form video content represents a movement of marketing dollars away from traditional long-form video ads and towards more agile, algorithm-friendly formats.

Data-Driven Content Optimization:

Services like YouTube and TikTok provide robust analytics tools that allow marketers to track the performance of their content and understand what resonates with their target audience.
By leveraging this data, marketers can continuously optimize their content strategy, adjusting factors like video length, hooks, and formats to align with the algorithms and improve engagement.
This data-driven approach often involves reallocating marketing budgets toward content creation and optimization rather than traditional media buying.

Community Building & Organic Growth:

The algorithms on these platforms prioritize content that fosters engagement and community building.
Marketers are investing in strategies that encourage user interactions, such as challenges, contests, and user-generated content campaigns.
This focus on organic growth and community building can shift marketing spend away from traditional advertising and towards more interactive and participatory initiatives.

CASE STUDIES

Not all customers are in the buying phase; they may just be exploring and trying to find a brand they can trust. Ultimately, they’ll likely choose the brand that has built trust through nontransactional content.”

— Forbes

WeTransfer Strikes Gold with 2024 E-Zine Featuring Spike Jonze & Björk.

WeTransfer has hit a high note with its latest brand collaboration, seamlessly aligning top-tier content and creative genius. This year’s E-Zine showcases an extraordinary partnership with the legendary director Spike Jonze and the iconic artist Björk.

Jonze, renowned for his visionary work, captured a series of stunning photographs of Björk, chronicling the early days of her groundbreaking career. This exclusive E-Zine delves into the captivating narrative of that historic shoot, unveiling a treasure trove of never-before-seen photos and insights into Jonze’s artistic process.

What’s truly remarkable is that this slice of music history is accessible to everyone, with just the cost of an email. It’s a small price to pay for a front-row seat to this landmark moment in the evolution of contemporary music and visual art.

Image © WeTransfer, Björk, Spike Jonze

Red Bull has taken content marketing to the extreme, building an entire media empire around creating and distributing video content, live events, games, and more that align with their brand’s identity of pushing boundaries and extreme sports.

They own creators that produce feature films, TV series, video games, music albums, magazines and more, all promoting the Red Bull lifestyle. For example, their Red Bull Media House produces shows like the Signature Series documenting feats like Felix Baumgartner‘s space jump.

While they don‘t explicitly advertise their energy drink products, all this content reinforces Red Bull‘s brand image and identity with their target audience. It‘s all about connecting through entertaining, aspirational content rather than interruptive ads.

Image © Redbull

Mattel, a toy company, has been pivoting heavily towards entertainment to promote its brands and connect with modern audiences.

Their most high-profile example is the massively successful 2023 Barbie movie from Warner Bros.

Rather than just relying on TV commercials, Mattel partnered with the studio to develop a big-budget live-action film that brings the Barbie universe to life. The movie not only sparked a resurgence in interest in Barbie dolls and merchandise, but allowed Mattel to extend the brand into storytelling and media.

According to Mattel‘s CEO, the Barbie film is part of their strategy to “become an IP-driven, high-performing toy company.” By creating engaging content and stories around brands like Barbie, Hot Wheels, and Masters of the Universe, they aim to drive product sales while building deeper emotional connections.

Beyond just the Barbie movie, Mattel has launched a BarbieTVYouTube channel full of animated shorts, vlogs, music videos and other digital content tailored for YouTube‘s audience. This allows them to market to kids where kids consume media.

They‘ve also announced plans for a live-action Masters of the Universe movie and other film/TV projects to create content franchises around their key toy brands like Hot Wheels and Fisher-Price. Mattel wants their iconic characters starring in their own entertainment rather than solely pushing traditional ads.

By producing films, shows, YouTube series and more themselves or through studio partnerships, Mattel can blend storytelling, world-building and product promotion seamlessly. Viewers engage with the captivating content first, driving interest in the related toys and merchandise.

As their CEO stated, Mattel is transforming “from an investment perspective into a high-performing IP company” by prioritizing valuable intellectual property creation and marketing through content and media.

Image © Mattel

Adobe—inventor of Photoshop and many other digital design and production tools—partnered with Netflix to create a documentary series called “The Great Untold.” The series was designed to showcase what young, talented people can do with their tools if given the opportunity.

In their own words, “Creativity doesn’t just open doors. It opens worlds. When aspiring creators see role models like themselves tell their story, they are inspired to do the same, creating an opportunity for more cultures and perspectives to be understood and celebrated.”

Adobe looked to the creative community for inspiration. They posted a challenge on TikTok and received over 16,000 entries from creators enthusiastic about the potential. Adobe settled on three creators and gave them the resources they needed to create their own short films. Paired with a mentor from the film world, each creator was given the freedom to tell the story they wanted to tell.

The result of this out-of-the-box effort by Adobe? Three fresh films showcasing how Adobe’s tools, their culture and values can align to inspire an entire community of creators to put themselves out there.

Image © Pexels

DMO CASE STUDIES

While there’s nothing new about TV shows heavily featuring locations — did anyone ever find out who shot JR? — the newest crop of TV and film to do so has catapulted previously obscure locations into the zeitgeist of modern Americans.

The Kevin Costner-led cowboy drama has sparked significant interest in both Montana as a destination as well as ranch culture and adventure tourism.

In 2021, it’s estimated that 12.5 million visitors came to the state, and 17.3% of those were Yellowstone-induced. That’s 2,128,740 visits.

“We estimate that the 2.1 million visitors to Montana in 2021 whose decision to visit was the result of the show spent $730.1 million in the state last year.”

— University of Montana

Photograph © Kevin Lynch

The White Lotus, a fictitious luxury hotel, was actually shot at the Four Seasons for both season 1 and season 2 of the HBO show.

The sometimes raunchy and violent melodrama has pushed a generation to Maui and Taormina to see the places where the likes of Aubrey Plaza, Theo James, Jennifer Coolidge, and Alexandra Daddario had their most ludicrous interactions.

“The ‘set-jetting’ trend has increased interest in Maui and Taormina, with both seeing a significant uptick in website visits and availability checks, leading to increased reservations.”

— Marc Speichert, EVP, Four Seasons

And who could forget the famed RV in the desert?

In the years following the show’s conclusion, Albuquerque witnessed a surge in “Breaking Bad” tourism, with fans flocking to the city to experience the real-life locations featured throughout the series.

Recognizing the potential for tourism growth, local businesses and organizations quickly capitalized on the “Breaking Bad” craze. Tour companies began offering specialized tours that took visitors on a comprehensive journey through the show’s most iconic spots.

What could be viewed as a solely bad image, the show’s real legacy is in its ability to shed light on Albuquerque’s rich cultural heritage, diverse landscapes, and burgeoning arts and culinary scenes, positioning the city as a multifaceted destination beyond its on-screen portrayal.

“Breaking Bad raked in nearly $70 million in tourism revenue, and that’s not including the direct economic impact of Sony’s filming budget.”

— Richard Berry, Albuquerque Mayor

Looking closer to home, Odyssey Studios produced a scripted show set in St. Pete/Clearwater, Florida, called Life’s Rewards.

Unlike the shows above, this one had a specific objective: promote all that the area has to offer, but with an entertainment-first approach. Airing on Amazon Prime, years after any promotional dollars were spent, we continue to see thousands of hours a year logged against the series.

At the launch of the series, and after a mere four months, the series was sitting at over six million minutes watched, and hundreds of thousands of dollars recorded in visitor traffic.

“Heavily featured in the first season, The Don Cesar offered a Life’s Rewards package, which resulted in over $372,000.”

— Ryan Thompson SVP, Miles Partnership

SHAPING CULTURE

Branded content is the future and it’s already much bigger than you realize.”

— Forbes

It’s not just entertainment

Branded content extends beyond mere marketing and into the realm of building community, conveying values, and fostering a deeper connection between destinations and travelers. This evolution reflects a growing expectation among consumers for brands to be more than just providers of goods or services; they are looked upon as entities with beliefs, values, and a voice in societal conversations.

Engaging on a Deeper Level:

A staggering 66% of consumers believe it‘s important for brands to take public stands on social and political issues, according to Sprout Social. This statistic underscores a significant shift in consumer behavior and expectation: audiences are increasingly aligning their purchasing decisions with their values, choosing to support brands that not only talk the talk but also walk the walk.

Communicate Shared Values:

It enhances brand loyalty: by aligning with their audience‘s values and taking stands on issues that matter to them, DMOs can foster a sense of loyalty and trust. This goes beyond transactional relationships, building a community of advocates and supporters.
It differentiates the brand: in a crowded market, taking a stand on significant issues can help a brand stand out. Branded content that communicates a commitment to certain values or causes can differentiate a DMO from its competitors, making it more memorable and favored by travelers.
It facilitates engagement: content that resonates with an audience‘s values or addresses social and political issues encourages engagement through comments, shares, and discussions. This not only amplifies the content‘s reach but also strengthens the relationship between the brand and its audience.

What’s Next?

Start with strategy. it’s easy to see all the buzz over things like Yellowstone and Barbie and just to jump in or, if you’re already doing work in this space, go all in. However, it’s key to look at branded entertainment like any other business shift. Define what success looks like, and create a roadmap with measurements along the way.
Remember that authenticity is key: any effort to communicate values or take stands on issues must be rooted in authenticity. Consumers are adept at detecting when a brand‘s stance is superficial versus when it‘s genuinely committed to a cause.
Create consistency across platforms: the brand‘s values and positions should be consistently communicated across all content platforms, from social media to blogs to video content. This consistency reinforces the brand‘s commitment and helps build a cohesive narrative.
Engage in storytelling: leveraging storytelling to share the brand‘s values, the reasoning behind its positions, and how it‘s taking action can be incredibly powerful. Stories resonate more deeply than facts or statements alone, creating an emotional connection with the audience.

CONCLUSIONS

Just Make Great Content

Not every destination can fund a project like Yellowstone or have the luxury of a Four Seasons to film in. But that shouldn’t deter DMOs from taking meaningful steps to create content that paints their destinations larger than life and makes them desirable to potential visitors.

“In the wake of Toy Story’s November 1995 release, 825,000 new Slinky Dogs sold out well before Christmas.”

— New York Times

We know for a fact that branded entertainment is what they want—what better engages and motivates them. As consumer expectations continue to evolve, a brand’s ability to express its values through content is becoming increasingly important to foster strong, meaningful connections. Which is why using branded content to communicate community values and taking a stand on social and political issues represents a significant opportunity for DMOs.

The migration towards branded content and entertainment represents a seismic shift in marketing strategy. One driven by rapidly changing consumer preferences. DMOs can no longer afford to view travelers as customers. Instead, they need to be understood as audiences seeking brands that affirm their values. That means adapting to this shift in consumer buying mindset is not optional. It’s essential to stay competitive.

As DMOs begin embracing the idea of themselves as publishers of entertainment, not just as marketing organizations, they can navigate the transition to content-driven marketing and ensure that their messages resonate effectively and enduringly with the target audiences they wish to attract.

About the Author

Jordan Wollman is Head of Creative + Development at Odyssey Studios.

His role has spanned many disciplines, including brand strategy and deployment, and he currently leads all development efforts for both client-originated, and Odyssey-owned programs. Under Jordan’s leadership, Odyssey Studios has produced dozens of award-winning short and long-form series that have been distributed on social media and streamers alike.

When not burying himself in research papers like this one, you’ll find him swinging a camera, writing or directing.