Why Entertainment Brand Integration Makes (Dollars and) Sense

Did you know that properly crafted brand integration in feature-length movies and entertainment can cost less than the average production of a :30 TV spot? That the value and ROI can exceed that of traditional media? That integration enables brands to play a relevant and starring role in the storytelling process—-without feeling “sales-y”? Here, LUMIS shares one of its powerful full-scope marketing strategies in a recent client example of the movie and entertainment integration process and why it makes (dollars and) sense.

---

Click to view the Honeymoon in Paradise movie trailer.

The exotic island nation of Saint Lucia in its commitment to support and attract tourism--including newlyweds in search of the perfect tropical destination for their honeymoon--was seeking additional and innovative marketing engagement strategies. Movie integration made perfect sense. 

In collaboration with Saint Lucia Tourism Authority and two of the island's renowned resorts (Coconut Bay Resort & Spa and Serenity at Coconut Bay), LUMIS and its LA office teamed with Brand in Entertainment, Odyssey Media and The Wonderfilm Media Corp. to have the production of Honeymoon in Paradise take place in Saint Lucia (versus other locations in consideration). Production for Honeymoon in Paradise, a feature-length romantic comedy, began in November 2017. The film will open internationally November 2018 during the holiday movie season.  

Why does LUMIS recommend entertainment integration as a marketing strategy for clients? Movie and entertainment integration fulfill consumers' insatiable appetite to be entertained while outperforming traditional marketing methods with amazing energy, awareness, brand engagement, recall and value. High-value distribution channels include: national and geo-target market theater premiers, broadcast and cable TV, online channels like Netflix and Amazon, DVD sales and rental, etc. And, exposure can be measured in years (movies can offer a lifespan of 10+ years). Movie integration, with its enormous power, can become the foundation and brand campaign or sales theme that can easily be supported by a brand's ongoing and normal marketing initiatives.

To deliver valuable and authentic integration,  LUMIS' management oversight includes:

• Researching and bringing together appropriate brands, locations, scripts and projects.
• Safeguarding brand interests and reputations through thoughtful and mutual beneficial agreements.
• Ensuring brand, product and location authenticity through active involvement in scouting, scripting, all phases of production, distribution, sharable content, etc.

---

• Creating a promotional campaign complete with public relations, social media, website content and details such as branded apparel for cast, crew, integration partners, media/press day and promotional gifts.

Promotional movie shirts distributed during filming to cast, crew, extras, Saint Lucia Tourism staff, Coconut Bay Beach Resort & Spa staff and Los Angeles production team.

• Performing project management and executive producer functions.
• Defining and managing plan, communications, expectations and performance.   
• Providing behind-the-scenes social media content and cast engagements. 

Cast introduction and filming at Coconut Bay Beach Resort & Spa's spectacular wedding gazebo

This brand integration project is just one example of how LUMIS and its LA office in Santa Monica delivers high-value, high- performance marketing that outperform traditional approaches. LUMIS works to uniquely unite brands and entertainment properties through a seamless, results-driven integration approach that includes feature-length movies, TV series, exclusive online media, reality shows and music productions.
​
 For additional program insight and examples: Contact LUMIS