Film Marketing Campaigns of 2024: Lessons for Tourism and Destination Marketing

As we approach the end of the year, let’s book back at some of the biggest films of 2024 and their marketing campaigns and what valuable lessons there are for tourism and destination marketing professionals interested in moving more into screen tourism. Whilst many destinations will not have the budgets of the bg studios, it is always good to look at what other industries are doing.

Wicked: A Spellbinding Marketing Triumph
The film adaptation of Wicked grossed $114 million in the US and $164.2 million globally in its opening weekend, breaking records for Broadway musical adaptations. Universal Pictures executed an all-encompassing marketing campaign that included brand partnerships, immersive events, and strategic social media activations.

Among its standout initiatives was the “Journey Through Oz” premiere tour, which transformed Sydney’s Market Street into a magical Munchkinland-inspired wonderland, lit up the Arc de Triomphe in Paris, and held a pop-up exhibit at the Palacio de Santa Bárbara in Madrid. These activations not only hyped the movie but also created a sense of destination appeal, driving both fans and tourists to iconic global locations. This is a blueprint for how destinations can creatively collaborate with major films to boost visitor numbers.

Earlier this year, for Mean Girls (2024), the marketing tapped into nostalgia while utilising innovative digital strategies. Paramount, in a first for the big studios, released the entire original 2004 film in 23 segments on TikTok to engage younger audiences, particularly Gen Z, while leveraging the platform’s viral nature to spark conversations. The decision not to heavily promote the film as a musical aimed to broaden its appeal, introducing new audiences to the original film and hyping up the sequel.

The campaign also included cross-platform activations with teaser drops and partnerships with brands. This dual strategy of nostalgia and modernisation highlights how marketers can engage both loyal fans and new viewers while underscoring the importance of aligning promotional tactics with audience expectations.

Bad Boys: Ride or Die—Star Power and Nostalgia
Bad Boys: Ride or Die leveraged the enduring chemistry of stars Will Smith and Martin Lawrence to maximum effect. The marketing included a “Look Back” featurette, where the actors shared anecdotes and behind-the-scenes memories from previous films. This nostalgic approach resonated with long-time fans, tapping into the emotional connection audiences have with the franchise.

The film’s partnership with the Porsche 911 Turbo S featured prominently in the movie, marking its third appearance in the franchise. Porsche amplified this collaboration by showcasing the film car and the iconic 964-generation Porsche 911 Turbo from the first movie at global premieres in cities like Los Angeles, Berlin, Dubai, and Riyadh. This not only highlighted the brand’s association with the film but also created buzz in each location.

The marketing team launched a TikTok challenge encouraging users to showcase their “ride or die” companions, capturing the spirit of the film. This initiative engaged audiences and showed how destinations can implement similar strategies to promote tourism by encouraging user-generated content that highlights unique aspects of their locations. For destination marketers, the lesson lies in using storytelling and iconic personalities to craft campaigns that evoke strong emotional engagement. Whether through celebrity tie-ins or legacy-building events, such tactics can draw fans while highlighting the unique attributes of a destination.

Bob Marley: One Love—Extending a Legacy
The biopic Bob Marley: One Love highlighted how a film can act as a powerful branding tool for a cultural icon. Produced with Marley’s family, the campaign balanced reverence for the artist’s legacy with commercial opportunities, including branded merchandise and themed events. The campaign featured partnerships with major brands and the creation of Bob Marley-themed GIFs and stickers, a singing competition with influencers on platforms like TikTok and Instagram, and the design of unique tattoos inspired by Marley’s art.

This strategy underlines the potential for destinations to align themselves with international cultural figures. By hosting exhibitions, concerts, or film-related festivals, tourism boards can attract fans while celebrating the cultural heritage of an iconic personality.

Deadpool & Wolverine: Irreverent Brilliance
The marketing campaign for Deadpool & Wolverine showcased the irreverent humour that has become the hallmark of the franchise. Featuring Ryan Reynolds and Hugh Jackman, the campaign embraced self-awareness and meta-humour, with partnerships including Aviation Gin and Heineken weaving these elements into their promotions.

The campaign continued the franchise’s tradition of playful, out-there marketing. Social media banter between Reynolds and Jackman, humorous merchandise such as a Wolverine-shaped popcorn bucket, and quirky product tie-ins like a Deadpool-themed Xbox controller captured the franchise’s cheeky tone. Appearances in K-pop videos and celebrity cooking segments embedded the characters in pop culture, directly targeting Gen Z. These inventive strategies showcased how humour and bold creativity can drive audience engagement while offering valuable lessons for destination marketers looking to craft light-hearted, memorable campaigns.

Kingdom of the Planet of the Apes: Guerilla Marketing Redefined
Disney’s promotion of Kingdom of the Planet of the Apes embraced unconventional tactics. One standout stunt featured actors in hyper-realistic ape costumes riding horses along Venice Beach. This spectacle captivated the public, generating buzz that extended beyond traditional advertising. The studio also released a teaser trailer in November 2023, followed by a second trailer during Super Bowl LVIII in February 2024, maximising exposure by capitalising on high-viewership events.

Takeaways for Tourism and Destination Marketing
The film industry provides great inspiration for tourism professionals looking to collaborate with films or their intellectual properties. Of course, there are challenges around budgets and access to talent.

• Immersive Experiences: Events like Wicked‘s Munchkinland and Beetlejuice 2‘s meme-worthy installations illustrate the power of engaging visitors with interactive, film-inspired environments.
• Cultural Relevance: Tapping into humour and social media trends, as with Beetlejuice 2, can help destinations resonate with younger audiences.
• Bold Creativity: The guerilla tactics of Kingdom of the Planet of the Apes and the irreverence of Deadpool demonstrate how unexpected ideas can elevate a destination’s profile.

The intersection of film and tourism offers exciting opportunities for destinations to differentiate themselves in a competitive market. By studying these campaigns, tourism professionals can spark fresh ideas for promotional activities and visitor journeys tied to cultural phenomena. Whether through immersive storytelling, viral campaigns, or strategic collaborations, the potential for aligning destination marketing with the creative power of film is immense.