Serious Detination Marketing Essential #2: Find a SINGLE VOICE that expresses the attitude of your destination.

Your destination marketing is a message best delivered by a single, specific, attitude-packed voice.

I know, you want everyone to come see how incredible you are. But that just isn’t going to happen. Period.

The more general and generic your message, the less effectively it will communicate what makes you so great. So step out of that “safe zone” and proudly tell those people who are most likely to get a lot out of a visit, exactly what it is they will get out of it.

And say it in a way that will resonate with those people, even if it runs the risk of turning off entire other demographic groups. Chances are, they were never “yours” anyway. And even if they are, we’ll look at how to get them back a little later.

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The Essentials of Destination Marketing.

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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