Do you remember the US Series “Fantasy Island”, produced in the 70ies and 80ies by Aaron Spelling and Leonard Goldberg? With 151 episodes it was one of the most successful series of its time.
Why? Because it invited its audience to dream and to go on a fictive vacation with the actors. Fantasy Island told a great story as it combined a luxurious destination with real-life and day to day problems all of us face from time to time. Reality met fiction.
In Germany the concept was copied with the series “Insel der Traeume” (Island of Dreams) running in the early 90ies, probably because Germans simply love to travel – a cultural habit that not only Goethe told us about in his “Italian Journey” but that developed to be very typical German after WW2 and the “economic wonder” in western Germany.
The desire to travel and to experience foreign cultures is still there. The demand for luxurious vacations is rising again after some economic turn-downs in the German market.
So how can these TV series help tourism marketers today?
1) Simple thing: Learn from their great storytelling and import it in your own communications. There is nothing easier than working with an already existing desire (to travel). Tell the right (engaging) story and people will listen.
2) Know your customers, make it personal. The cool thing about Fantasy Island was the fact that somehow this mysterious host on the island always knew anything about his guests – to make them feel welcome and help them to have a good time. You don’t have to employ psychologists, but do your homework and think of your customers realm of life.
Any other ideas on that? I would like to hear from you. Let’s discuss!