Web-series, an emerging trend

As we know, nowadays, it becomes really important for any touristic organisations to use a multi-channel distribution strategy. Indeed, with the emergence of the NTICs, it exits a huge range of promoting a destination. And that is why we are going to see one of them called Web-series. Introduced recently, a Web-series consists in broadcasting on the web a series of short videos. It is possible to put and see the videos on different channels such as YouTube, websites, blogs, media socials (…). Thereby, it is a crowdsourcing shape with the mix of videos and texts (travel 2.0) which is largely used in the tourism industry. The web-series can be also released on the mobile and cellular phone. 

This emerging trend represents many advantages for the tourism industry that are the following ones: firstly, it is not costly to put in place. Indeed, you need only a video camera and a laptop to broadcast the content. Then, it is possible to reach a large number of clients such as the generation Y and generation X who are the main Internet users. You can also retain more easily the attention of the visitors due to the fact that the videos are short (between 5 and 10 minutes of one episode). Finally, it represents certainly the best way to communicate towards the younger (<25 years old) who use more Internet than other traditional communication tools (TV, newspapers…) and other generations. Generally, the Young used to watch series. It could be good means to attract them by developing an appropriate web-series to the destination and the needs and expectations of this target. The web-series for generation Y will have to be more focused on the funny, nightlife and activities of the destination rather than for older people (generation X), it have to focalize more on the cultural and sportive aspects of the destination.

Les Iles de la Guadeloupe have been one of the first with the French Region Auvergne to promote their areas using web series. The Island web series, through a road trip form, promotes the local culture and places of Guadeloupe, reports beautiful landscaped and citizens interviews. 

To get further information and watch more videos click here.

In an another register, the Puy du Fou leisure park followed the trend and broadcasted a Webseries from April. Developing the "48h de fou" concept ( referring to the American serie "24 hours"), the idea was to promote the park under an original angle. On the video below,  the first episode of the Puy du Fou web series. 

Web-seriestool promotion's impacts on sales and public opinion are not well known at this time. However, considering the high number of web-series's views and of talks related to it on social medias, we can believe it will become a necessary tool of destination marketers. 

Sources : 

http://www.tourmag.com/Le-Puy-du-Fou-lance-sa-Webserie-48-heures-de-Fou_a58299.html

http://www.lemonde.fr/voyage-suisse/ 

http://blogfr.communes.com/web-serie-france.html 

A. De Dinechin and B. Grima