SYNERGIES BETWEEN AUDIOVISUAL FICTION AND TOURIST PROMOTION. THE CASE OF THE HIERRO SERIES

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.