This paper deals with how a company in the experience industry is using a new way to communicate with their customers and how that communication can affect the image of the company's brand. Furthermore, the paper addresses how storytelling and community is created and can be used to improve the communication with customers and with the new communication medium. The selected firm for the paper is ferry company Viking Line. Year 2008 was the collaboration with Channel 5 that they could make a TV series depicting life on board the Viking Line's cruise ship M / S Cinderella. TV series which was named the Ferry has been aired on Channel 5 since autumn 2008 and has been seen by about half million viewers per episode. In the chapter "Background" provides a general description of how communication within the marketing has changed and what risks there might exist with the Ferry as a means of communication. In the chapter "Method" provides a description of the essay writer’s procedures and the research method used. A qualitative research method was chosen for the purpose of the paper. In the Theory section the reader may take note of the selected theories. These theories deal with communications with the traditional means of communication, storytelling and community, image and brand theory. Theory section followed since the empirical material writers has collected. The empirical material consists of secondary sources collected on the TV series Ferry and primary sources consist of interviews with Viking Line, Channel 5, Metronome, and a PR expert. In the analysis section theoretical and empirical material are analyzed and discussed. The writers assumed their chosen theories and compared these with the empirical evidence he has collected, a comparison between traditional communications and the ferry as a means of communication have been made. The results of the survey show that the ferry as a means of communication differs from traditional marketing communications.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-2801 |
| Date | January 2009 |
| Creators | Björklund, Fredrik, Gelhaar, Joachim |
| Publisher | Södertörns högskola, Institutionen för livsvetenskaper, Södertörns högskola, Institutionen för livsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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