The Paralympics is a powerful global showcase of the ability to overcome adversity. This makes it an amazing opportunity for DMOs seeking to inspire travel and how they have made their destination accessible to everyone. The Paralympics can be a platform for DMOs to connect with potential travellers on an emotional level and demonstrate a strong commitment to inclusivity.
Here are some AI-generated tips on how to maximise the potential of the Paralympics in your marketing calendar.
Celebrate Epic Feats:
- "Live Like a Paralympian" Takeovers: Partner with local, upcoming, Paralympic athletes, current or retired, for Instagram Stories or TikTok takeovers showcasing exploration of the destination and accessible experiences. From kayaking to exploring historical sites, these glimpses will remove psychological barriers and inspire people to try the featured activities for themselves.
- **"Beyond Limits" User-Generated Reels: **Create a list of challenges that can be done while exploring the destination, ranging from easy to difficult. Encourage followers to use your branded hashtag to share videos of their travel triumphs.
Embrace the Power of Inclusion:
- "Accessibility Adventures" Highlight Reels: Film a short video series showcasing your destination's efforts to be inclusive, highlighting accessible features: wheelchair-friendly beaches, museums with audio descriptions or restaurants with braille menus. This should be done in collaboration with the wider industry to highlight businesses that have made a strong effort to cater for everyone.
- "Travel Buddies" Campaign: Partner with locals who have disabilities to create a social media series where they recommend their favourite accessible spots and experiences.
- "Inclusive Travel Tips" Series: Share infographics and social posts packed with tips for accessible travel in your destination. Cover topics like transportation options, accessible accommodations and disability-friendly tourist attractions.
Spark Conversation and Community:
- "Paralympics Quiz" Stories: Host interactive Instagram Stories quizzes, testing followers' knowledge about Paralympic sports and athletes connected to your destination. Generate excitement and brand awareness, while spotlighting the inclusive and friendly spirit that the Paralympics produces.
- Live Q&A with local Paralympic Athletes or hopefuls: Organise a live Q&A session with a Paralympic athlete on your social media platforms. Let them discuss their goals and travel experiences, inspiring followers to explore with confidence.
- "Train Like a Paralympian" Workouts: Partner with local fitness influencers or Paralympic athletes to design short workout routines adapted for various abilities, inspired by your region's landscape or unique sports. These could be filmed outdoors in scenic locations, encouraging viewers to virtually train in front of the backdrop of your destination.
Remember:
- Authenticity is Key: Partner with real people with disabilities when creating content. Their stories will resonate more than staged campaigns.
- Consider Hidden Disabilities: Not all disabilities are visible and content should be tweaked and optimised to reflect the diversity of your social media audience. For example, adding captions to videos will enable deaf viewers to engage with audio content.
- Visually Captivating: Use high-quality visuals and engaging captions to grab attention and inspire followers to imagine themselves experiencing your destination.
- Embrace the Games Spirit: Capture the energy and determination of the Paralympics in your content. Let it translate into a sense of adventure and possibility for potential travellers.
- Be Inclusive in Your Language: Use inclusive language that welcomes everyone to explore your destination.
By focusing on celebrating resilience, inclusivity and accessible adventures through your social media platforms, you can create a buzz about the destination during the Paralympics, especially linked to the themes of sport and accessibility.
