Sinergias entre la ficción audiovisual y la promoción turística. El caso de la serie hierro

In a world increasingly saturated by advertising messages, brands must innovate in theircommunication strategies and formats to capture the attention of the public, providing persuasivecontent that is satisfactory, effective, relevant and interesting. By means of entertainment productswith promotional capacity, they turn the locations into claims for the visit and the spectator intopotential tourists also reinforcing their Brand positioning. Through the case study of the seriesHierro, whose first season was broadcast on the Movistar+ platform in 2019, these aspects areinvestigated using a qualitative research methodology. The combination of the content analysis CityPlacement proposed by Mendiz (2011), interviews with local and regional tourism authorities, thedirector of the series and a representative of the Canary Film Commission, as well as the creationof a focus group of viewers, allows us to understand the fictional representation of the identity traits,stereotypes and iconic elements of the small island, its persuasive functionality, together with thepossible strategic and promotional use of the television product.