Crafting a unique and compelling marketing campaign can make the difference between being a typical destination and becoming a must-visit destination.
Travelers can be overwhelmed with choices, so standing out requires more than pretty pictures or a catchy slogan. It demands a deep understanding of what makes your destination special and the creativity to showcase those qualities in a way that resonates.
This article spells out how to differentiate your destination and marketing campaigns to ensure that people book your destination for their next holiday, vacation, group business, or getaway.
One destination that has mastered this is Jacksonville, Florida, with its innovative “Flip Side of Florida” campaign. We will detail some of the best practices from this campaign and uncover how any destination can create campaigns and materials that captivate and convert.
Understanding the Competitive Landscape
Before launching any campaign, it’s essential to understand who your destination is up against. Why would someone pick their city over yours? What similarities do you have on paper but could differentiate the original aspects of your destination?
Any good marketer knows that the first step to building a solid campaign is conducting a thorough market analysis. Start your research locally and expand to a regional lens. Make a shortlist of what other destinations offer and where gaps might be, especially for vacationing, business trips, and overall appeal.
Your analysis should also consider people’s common conceptions about your state or region. What are you known for? What do people in the US and outside the US know you for? Is there a new story to write if those characteristics aren’t well-known?
For example, Florida is synonymous with beaches and theme parks, leaving a gap for promoting other cultural and experiential aspects that might be overlooked.
Visit Jacksonville recognized that while many tourists flock to Florida for its famous beaches and theme parks, Jacksonville offers a “flip side” — a mix of cultural, culinary, and natural attractions that set it apart from the typical Floridian experience. This insight formed the foundation of their marketing strategy, focusing on promoting Jacksonville’s unique identity.
Leveraging Local Culture and Assets
An effective destination campaign showcases what is unique about the location — its culture, history, and local attractions. This authenticity not only attracts visitors but also engages them in a meaningful way.
Showcasing Cultural Authenticity
Today’s travelers are increasingly seeking authentic experiences that connect them to the local culture. Therefore, it’s essential to integrate the destination’s cultural and historical assets into the campaign. For Jacksonville, this meant highlighting its rich history, diverse neighborhoods, and local culinary scene, providing visitors with a genuine taste of the city’s identity.
Highlighting Hidden Gems
Incorporating lesser-known local attractions can give your campaign a unique edge. These “hidden gems” can surprise and delight visitors, making their experience more memorable.
Multi-Channel Marketing Approach
A standout campaign isn’t just about having a great idea — it’s about getting that idea in front of the right audience. This requires a well-coordinated multi-channel marketing approach.
While digital platforms are essential, traditional media shouldn’t be overlooked. By using a mix of different channels, you can maintain consistent messaging and reach a broader audience.
Threshold 360 customers, like Visit Jacksonville, have found success by using an integrated strategy across web, social media, email, and digital ads.
Their campaign started with high-quality virtual tours embedded directly on their website and distributed via social media channels. These immersive experiences were then shared through email newsletters to target both leisure travelers and event planners, driving traffic back to their site and increasing engagement.
Here are a few ways other destinations are using multi-channel approaches effectively:
- Website: Embedding virtual tours or custom maps on landing pages to give potential visitors a first-hand look at their venue or offerings.
- Social Media: Sharing snippets of these tours on platforms like Instagram and Facebook to create teaser content that encourages users to explore further.
- Email Campaigns: Integrating the tours into email marketing, allowing subscribers to preview venues or destinations without leaving their inboxes.
- Paid Ads: Using tours in retargeting campaigns to re-engage users who’ve visited the website, helping move them closer to conversion.
This approach creates multiple touchpoints where prospective visitors can engage with your destination in different formats.
For destinations looking to elevate their marketing efforts, Threshold 360 offers powerful tools to bring your campaign to life. By providing potential visitors with an immersive, first-hand look at what your location has to offer, you can engage them more effectively.