Okay, so here’s the overview: what must take place in order to create a killer destination marketing campaign.
1. Forget about your destination for a moment and focus on the traveler. Forget what you think you know about selling the benefits instead of the features. You have to go way beyond that.
2. Find a SINGLE VOICE that expresses the attitude of your destination. You can’t be all things to all people. And you’ll never create an ad that everyone likes. Focus on the people who SHOULD come to your place.
3. Put the shotgun down and pick up the blowgun instead. And, no, I’m not explaining this here…you’ll just have to keep reading.
4. If the story you tell doesn’t match reality, THEIR story will spread faster than yours.
5. There is no room for egos or agendas. Either it’s about the traffic or it isn’t. Leave the belt-notching for the WaterWorks Board.
There you have it, a crash-course in destination marketing. Follow these guidelines, and you can create a campaign that will generate traffic for a decade or longer. Ignore them, and go the way of the ghost town. Now…let’s look at how we put these into play.
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