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Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
Marketing for Destinations
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Marketing for Destinations

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Destination Marketing deck for Champlain College.

Destination Marketing deck for Champlain College.

Published in: Travel, Business
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  • 1. MARKETING A DESTINATION LOCAL INVESTMENT = LOCAL RETURN Cool and interesting movements in the Destination marketing world. MARKETING A DESTINATIONSunday, November 6, 2011
  • 2. Past creative brain for visitseattle.orgNamed one of Top 100 Tourism Influencers in America Organizer for #BTV Social Media Day BEFORE AFTER MARKETING A DESTINATIONSunday, November 6, 2011
  • 3. Tourism Dollars in Vermont 2009 is latest data available Spending: $1.9 Billion Tax Receipts: $236.5 Million Employment: 20,100 Jobs Payroll: $395.8 Million (Source: US Travel Association. Includes both domestic and international travel impact) READ FULL REPORT on PowerOfTravel.org MARKETING A DESTINATIONSunday, November 6, 2011
  • 4. MARKETING THE STATE OF VERMONT Burlington is marketing somewhat by the Lake Champlain Chamber of Commerce, but the State is generally marketed as whole via the State Tourism Department. These are member-based, tax funded organizations. 154 page report from Resource Systems Vermont’s official online visitor guide is My freebie contribution for VT businesses Group, on behalf of the Vermont Tourism VermontVacation.org. Membership based. They to use post-Irene. The Vermont Country Department. also participate on Twitter, Facebook and have Store has adopted is in their own efforts a YouTube channel. They do not blog. to mend (Vermontisopen.com). Others DOWNLOAD IT have spread it around via social media, http://vermontpartners.org/pdf/VT%20Brand Vermont Official Tourism Website like using the graphic as their avatar and %20Research_FINAL.pdf VermontVacation.org sharing with their own social audiences. Badges and story MARKETING A DESTINATIONSunday, November 6, 2011
  • 5. MARKETING A DESTINATIONSunday, November 6, 2011
  • 6. traveloregon.com RideOregonRide.com traveloregon.com food.traveloregon.com DistilleryRow.com MARKETING A DESTINATIONSunday, November 6, 2011
  • 7. Partnering with Social Mobile Apps Big exposure for local businesses. Benefits locals and visitors. “In the first two weeks after we launched in May, our foodspotting.com/visitphilly page got five times the amount of Foodspotting’s other partners’ page views that soon after launch. Our followers increased 755% in those first two weeks. We’ve now grown to over 1,000 followers and 22 guides.” ~ Caroline Bean, Director of Social Media, VisitPhilly.comSunday, November 6, 2011
  • 8. UNCONVENTIONAL MARKETING STATE OF TEXAS and SAN ANTONIO CVB The San Antonio CVB piggybacked on the states $400,000 campaign to attract the Top Chef reality TV show to Texas by chipping in another $200,000 of hotel occupancy tax funds. They are the only city to pay for the privilege, but not the only city highlighted this season. READ MORE MARKETING A DESTINATIONSunday, November 6, 2011
  • 9. REINVENT, REPURPOSE, REVIVE DESTINATIONS East of Seattle, tiny Leavenworth, WA’s town officials dreamed up a last ditch effort to save the former logging and railroad town from total demise by converting it to a Bavarian-themed destination. http://www.youtube.com/user/WoodyTheNutcracker MARKETING A DESTINATIONSunday, November 6, 2011
  • 10. REINVENT, REPURPOSE, REVIVE DESTINATIONS East of Seattle, tiny Leavenworth, WA’s town officials dreamed up a last ditch effort to save the former logging and railroad town from total demise by converting it to a Bavarian-themed destination. http://www.youtube.com/user/WoodyTheNutcracker MARKETING A DESTINATIONSunday, November 6, 2011
  • 11. “HASTILY MADE CLEVELAND TOURISM VIDEO” CLEVELAND CVB SOON AFTER “DISCOVER THE UNEXPECTED SIDE OF CLEVELAND” June 30 2009 April 14, 2009 CLEVELAND REBOUNDED BUT. . . WHEN LOCALS ATTACK Inside of two and half months the Cleveland CVB produced a quality but usual suspect video - stock-like bird’s eye, attraction and action shots of stuff to do in Cleveland resident and comedian, Mike Polk, decided to produce his own take the area. At least its something and they did recover on the state of Cleveland’s tourism outlook. After 2+ years and 4.2 million from the slam. views, looks like he won the debate. Doesn’t help Cleveland that Forbes named them Google “Cleveland Tourism” or even just “Cleveland” and see at least one of “America’s #1 Most Miserable City” shortly after his two hastily-made’s in the top ten hit list. Yikes CLE+! those videos in Feb 2010. Read more on Forbes.com MARKETING A DESTINATIONSunday, November 6, 2011
  • 12. “HASTILY MADE CLEVELAND TOURISM VIDEO” CLEVELAND CVB SOON AFTER “DISCOVER THE UNEXPECTED SIDE OF CLEVELAND” June 30 2009 April 14, 2009 CLEVELAND REBOUNDED BUT. . . WHEN LOCALS ATTACK Inside of two and half months the Cleveland CVB produced a quality but usual suspect video - stock-like bird’s eye, attraction and action shots of stuff to do in Cleveland resident and comedian, Mike Polk, decided to produce his own take the area. At least its something and they did recover on the state of Cleveland’s tourism outlook. After 2+ years and 4.2 million from the slam. views, looks like he won the debate. Doesn’t help Cleveland that Forbes named them Google “Cleveland Tourism” or even just “Cleveland” and see at least one of “America’s #1 Most Miserable City” shortly after his two hastily-made’s in the top ten hit list. Yikes CLE+! those videos in Feb 2010. Read more on Forbes.com MARKETING A DESTINATIONSunday, November 6, 2011
  • 13. “HASTILY MADE CLEVELAND TOURISM VIDEO” CLEVELAND CVB SOON AFTER “DISCOVER THE UNEXPECTED SIDE OF CLEVELAND” June 30 2009 April 14, 2009 CLEVELAND REBOUNDED BUT. . . WHEN LOCALS ATTACK Inside of two and half months the Cleveland CVB produced a quality but usual suspect video - stock-like bird’s eye, attraction and action shots of stuff to do in Cleveland resident and comedian, Mike Polk, decided to produce his own take the area. At least its something and they did recover on the state of Cleveland’s tourism outlook. After 2+ years and 4.2 million from the slam. views, looks like he won the debate. Doesn’t help Cleveland that Forbes named them Google “Cleveland Tourism” or even just “Cleveland” and see at least one of “America’s #1 Most Miserable City” shortly after his two hastily-made’s in the top ten hit list. Yikes CLE+! those videos in Feb 2010. Read more on Forbes.com MARKETING A DESTINATIONSunday, November 6, 2011
  • 14. CROWD SOURCING AND CROSS PROMOTION The On Location program challenges filmmakers to showcase the many attributes of Los Angeles in four minutes or less. After reviewing numerous submissions, 22 finalists premiered their films on May 21, 2011 at Sunset Gower Studios. http://discoverlosangeles.com/onlocation/ MARKETING A DESTINATIONSunday, November 6, 2011
  • 15. CROWD SOURCING AND CROSS PROMOTION The On Location program challenges filmmakers to showcase the many attributes of Los Angeles in four minutes or less. After reviewing numerous submissions, 22 finalists premiered their films on May 21, 2011 at Sunset Gower Studios. http://discoverlosangeles.com/onlocation/ MARKETING A DESTINATIONSunday, November 6, 2011
  • 16. Thanks! 3rd Runway, Sea-Tac Airport SCVB Marketing Team circa 2008 Photo: Michael Craft, Seattle MARKETING A DESTINATION Lara Dickson @deepdishcreatesSunday, November 6, 2011

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