- Setjetting
Set-jetting is the trend of traveling to destinations that are first seen in movies. For instance, touring
London in a high-speed boat likeJames Bond or visiting the stately homes that are seen in the Jane Austen films. Term was first coined in the US press in the "New York Post " by journalistGretchen Kelly .Currently, summer
blockbuster movie s are being used as set-jetting marketing tools by companies likeExpedia andFandango , who are promoting set-jetting tie-ins to the newSteven Spielberg film, "Indiana Jones and the Kingdom of the Crystal Skull ".Corporations, convention and tourism boards are exploiting the trend, creating their own set-jetting travel maps, like the "
Elizabeth I " movie map published by VisitBritain (www.visitbritain.com). Other recent movie-tie ins done by tourism boards include France (The "Da Vinci Code"), Belgium ("In Bruges ") and Ireland ("P.S., I Love You").Although set-jetting is a new concept, it's fast becoming a major factor in the choices travelers make in an increasingly tight economic climate. If a traveler has seen a site in a major motion picture, its media exposure makes it a compelling choice for a family vacation, honeymoon or incentive trip.
The next film to have major set-jetting potential is the upcoming
Daniel Craig James Bond film, "Quantum of Solace ", with its locations spotlighting London, Italy and other upscale European sites.
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