Sinergias entre la ficción audiovisual y la promoción turística. El caso de la serie hierro

Abstract

In a world increasingly saturated by advertising messages, brands must innovate in their communication strategies and formats to capture the attention of the public, providing persuasive content that is satisfactory, effective, relevant and interesting. By means of entertainment products with promotional capacity, they turn the locations into claims for the visit and the spectator into potential tourists also reinforcing their Brand positioning. Through the case study of the series Hierro, whose first season was broadcast on the Movistar+ platform in 2019, these aspects are investigated using a qualitative research methodology. The combination of the content analysis City Placement proposed by Méndiz (2011), interviews with local and regional tourism authorities, the director of the series and a representative of the Canary Film Commission, as well as the creation of a focus group of viewers, allows us to understand the fictional representation of the identity traits, stereotypes and iconic elements of the small island, its persuasive functionality, together with the possible strategic and promotional use of the television product.