Product placement is the insertion of brand logos or branded merchandise into movies and television shows. Since television viewers have a tendency – and now the technology – to zip through or avoid commercials, product placement has become increasingly popular. Tourism and hospitality marketers have been quick to take advantage of this growing trend. British Airways was one of the first companies to be endorsed by James Bond in his movies, and Virgin paid a large amount for a promotional tie-in with the 1999 film Austin Powers: The Spy Who Shagged Me. Destinations, too, have begun to see product placement as an opportunity to gain exposure. Many are keen to persuade producers to make films, television series or commercials in their country or region.
Branded entertainment on the other hand is a relatively new term to describe a more contemporary, sophisticated use of product placement, and can been defined as the integration of advertising into entertainment content, whereby brands are embedded into story-lines of a film, television program, or other entertainment medium.