LOS ANGELES: Rogers & Cowan (R&C) has teamed with parent company Weber Shandwick Worldwide's destination travel division for a new venture aimed at promoting clients through entertainment outlets.Dubbed "Destination: Entertainment Marketing,
the operation seeks to leverage R&C's deep Hollywood ties with existing travel clients - such as the Bahamas Ministry of Tourism and Royal Caribbean Cruise Lines - for product placement as well as promotional opportunities and sponsorships.
"It's one thing to be in the movie, but we also want to be involved in the screenings and premieres, and with the VHS and DVD releases," explained Rene Mack, president of WSW's travel marketing group. "We want to extend the marketing range of these promotions."
To that end, Mack said the new initiative would sponsor trips for executives and decision makers to potential filming locations, as well as seek involvement in movie premieres and parties.
The new division has already seen success, scoring a major placement for the Bahamas on Fox's sitcom Grounded For Life. Deals have also been made with NYPD Blue, Dawson's Creek, and Judging Amy.
Mack says the next step is reaching out to ad agencies to sell clients as locations for commercials and catalog shoots.