Filed under: travel/hospitality | Tags: destination marketing, destination marketing organisation, destination marketing organization, destination marketing organizations, DMO marketing agency, DMO media buying, international destination marketing
Perhaps one of the most exciting aspects of destination marketing is the need to appeal to a wide variety of prospective visitors: business travellers, honeymooners, MICE travel business, and myriad other constituencies.
And, if you’re the Bahamas Ministry of Tourism, scuba and deep sea divers are an important demographic as well.
For years, the “It’s Bigger In The Bahamas” campaign has merged destination marketing with the niche concerns of the diving community. The campaign was ran (and is still running) in dive-specific media, focused on the hard-core dive enthusiast market in the Americas. The campaign has results in a unique positioning of the destination, garnering increases in dive tourism, and branding the destination with a unique market position: Home of Big Animals for Diving.
And they’ve been successful: The Bahamas has been voted one of the world’s top destinations for “Big Animals” by Scuba Diving Magazine’s annual diver survey for over 15 years.
Thanks to Cline Group, Inc. of Dallas & Ft. Lauderdale for sharing their dive marketing creative work for the Bahamas Ministry of Tourism!
For this year’s World Travel Mart in London, Criterion Global is taking a walk down destination marketing memory lane with some favourite vintage and current DMO creative. If your DMO or CVB has a video you’d like us to post, send it along between now and 11/9!
Filed under: CG, Consumer Insight, luxury marketing, media, travel/hospitality | Tags: digital marketing, digital media, international advertising, international brand strategy, international marketing, international media, international media buying, international media buying strategy, international media planning, mobile marketing, mobile media buying, mobile media usage, qr code advertising, qr code marketing, sms advertising
The above is a QR code link to CriterionGlobal.com, inspired by a colleague whose business card contains simply a QR code image. QR is shaping up to be the language of the coming mobile revolution, which might sound like science fiction, but its rate of adoption in influential Western markets would suggest otherwise.
For the moment, however, Criterion Global has no plans to replace our beloved logo, which is gaining notoriety in the graphic design community (1, 2, 3, 4). We won’t be replacing it with QR code anytime soon, but the utility of code for iPhone users gives us a few creative ideas…
As an international media buying agency, we work to stay on the pulse of consumer affinities. IPhone users are a unique demographic: wealthier than the average consumer, more tech savvy, and concentrated in more urban areas than the average smartphone user. This mobile consumer is an ideal target audience for our clients, particulary in the fashion and boutique hospitality sector.
Sound a bit too futuristic? Conan O’Brien might disagree…Happy Monday all!
Filed under: media, travel/hospitality | Tags: cvb marketing, cvb marketing agency, destination marketing, destination marketing organisation, destination marketing organization, destination marketing organizations, DMO marketing agency, DMO media buying, global travel marketing, international destination marketing, online travel marketing firm, travel advertising, travel and hospitality, travel marketing
Occasionally, DMO advertising can backfire: take, for example, this 2006 billboard for the Texas State Tourism Office. While the ad was named one of 10Steps.sg’s “Top 50 Extraordinary and Attractive Billboards”, a copywriter’s oversight solicited the following comment from “Mike F”:
“That Texas one is embarrassing — there should be no apostrophe in “it’s.” Makes the state look illiterate. Did not one Texas tourism official catch that mistake before it went up on an enormous billboard? Hmmm. Maybe it is an illiterate state.”
Nonetheless, this outdoor placement surely takes its place in the annals of Destination Marketing excellence.It’s that time of year again!
In anticipation of World Travel Mart in London, we’re taking a walk down destination marketing memory lane with some favourite vintage and current DMO creative. If your DMO or DVB has a video you’d like us to post, send it along between now and 11/9!
Filed under: media, travel/hospitality | Tags: attracting business travelers, destination marketing, destination marketing organisation, destination marketing organization, destination marketing organizations, digital travel advertising, digital travel marketing, DMO marketing agency, DMO media buying, gay travel marketing, global travel marketing, interactive marketing travel sector, international destination marketing, luxury destination marketing, online travel advertising, online travel marketing, online travel marketing firm, travel advertising, travel and hospitality, travel marketing, travel media buying, travel media planning
The California Travel + Tourism Commission (CTTM) is opening itself to user-generated-content by allowing visitors or native Californians the opportunity to submit their favorite “California Fives” on www.CaliforniaFives.com.
Per DestinationMarketer, “California Fives will differ from other online communities as topics are grouped in fives and are California-specific. Themes can be as broad as California’s five best beaches or five best ski runs, or as narrow as the five preferred wines in Sonoma County or Temecula. Visitors to the site also have the opportunity to rank someone else’s California Fives (giving it the appropriate stars), or provide their own twist on a subject.”
The site looks like it could use a little help, as some categories have few lists, or none at all. Users who submit content give authority with their endorsements, and this is rife with potential for Word of Mouth marketers. Great idea CA!
It is free to post your “California Five,” so go ahead!
