We need to really motivate the industry to get involved and to leverage the campaign. We’ll be creating a toolkit and potentially some other initiatives to explain the research behind the campaign and drive it. I was just wondering if you had any case studies or examples you could share what other organisations have done?

‍

We have decided to build a digital Canvas on Mural.co, to help our members navigate the resources and have also a bit of fun in the discovery process.  

‍

‍

As you can see, there are three areas and each area contains a few examples:

‍

Past Examples from our DTTT Launchpad

‍

• Geneva 1000 Free Nights Initiative - In 2017, we spoke to Vincent Dubi, Marketing Director at Geneva Tourism. He shared some unique insights into the development and changes that have taken place and building on their successful campaign approach.
• ‍

Why is it relevant? Good inspiration for a well-executed PR campaign; Great involvement of local businesses, in particular, those operating in the hospitality sector; Good insights on targeting segments rather than markets.

‍

• Marketing Canada’s First National Park with a Data-Driven Approach - Diane Bures, Director of Consumer Marketing at Banff & Lake Louise Tourism, joined us at #DTTTGlobal 2018 to share the challenge of attracting visitors to Canada's first National Park while protecting its natural environment and adding value to the visitor experience at the same time.

‍

Why is it relevant? This DMO communication strategy aims to educate visitors - Promote positive geographic spread around the destination- Influence consumer's behaviour, throughout the visitor journey.

‍

‍

Today’s Best Practices

‍

• Los Angeles Travel deals for Everyone - Los Angeles Tourism has launched its first-ever marketing campaign specifically targeting locals. Participating in the initiative, which is dubbed “LA ♥,” over 100 hospitality businesses throughout the city will offer Angelenos special staycation offers and discounts now through the end of the year.

‍

Why is it relevant? Great example of coordination and support between DMO and Industry; Solution-oriented approach helping struggling businesses; Best practice for stimulating local demand and domestic travellers

‍

• Visit Philly Overnight Hotel Package - Visit Philadelphia has developed hotel packages in collaboration with 42 city hotels, which include overnight accommodations, free hotel parking, and seasonal perks.

‍

Why is it relevant? Great initiative to stimulate overnight stays; Seamless coordination between industry and DMO startegy; Excellent example of integration of booking tools in a destination website.

‍

‍

DTTT Inspiration & Recommendations

‍

• Localhood by Crowdriff - Have a look at this initiative brought to the market by Crowdriff that enables people to discover local businesses in your city through the eyes of other locals.

‍

Why is it relevant? This is a great initiative that aims to enable people to discover and shop from local businesses. This is also a great example on how relevant it is to think outside the box and involve businesses that may not be exclusively related to tourism but that can enrich the destination.

‍

• Building Brand Engagement from Afar - Tourism Australia - Offer remote experiences like Tourism Australia did. They put together a 2-day live event on Facebook. For the entire weekend, they gave exclusive access to some of the most spectacular travel experiences Australia has to offer, with something new every hour. 103.4k people responded.

‍

Why is it relevant? Think about the amazing potential of live streaming as a way to keep the audience engaged when the destination is out of reach. Make it exceptional and make it unique.

‍

• Make your content simply educational - Travel South Dakota engages with the key family market whilst creating resources to support homeschooling. A series of interactive puzzles, learning guides and activities are all designed around the destination's core themes.

‍

Why is it relevant? Sometimes we overthink content and we forget that the simplest things can be the most impactful. Working on new approaches to engage with the audience throughout the visitor jounrney, you may find yourself realising that printable guides and travel journals for kids are great ideas.  

‍

• Be smart with Partnerships - The Park Brewery in London used What.3.Words to invite people to discover unique locations. This has created hybrid augmented playful experiences.

‍

Why is it relevant? Bring people off the beaten path using new technologies and innovative ideas; combine discovery with a local product or initiative and make your brand stand out

‍

• Creating Meaningful experience - Think of how to create meaningful connections across Ireland. An idea could be to design self-curated digital experiences to take visitors outdoors and make them enjoy brand-curated discovery experiences.

‍

Why is it relevant? This is a great way of integrating new existing platforms to the destination's channels. There are many amazing tools out there, some of them born during the pandemic, that can help you boost your digital presence.

‍

• Focus on Sustainability - Show your sustainable choices by reinforcing destination values; that are rooted in bold actions. Helsinki Marketing launches ZeroBnB as a campaign to support sustainable choices.

‍

Why is it relevant? Push your sustainable strategy. It's all about working for a less impactful tourism industry and a redesigned visitor economy.

‍

If you would like to discover more examples, or if you would like us to answer your questions, don't hesitate to get in touch.