Literary Tourist Destination Marketing Program
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Literary Tourist Destination Marketing Program



Program designed to help organizations (cities, museums, libraries) market themselves as literary destinations

Program designed to help organizations (cities, museums, libraries) market themselves as literary destinations



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Literary Tourist Destination Marketing Program Literary Tourist Destination Marketing Program Presentation Transcript

  • What is Literary Tourism? Visiting destinations that feature in works of fiction, Visiting destinations linked to famous authors – their childhood homes, museums, graveyards, etc.Visiting rare book libraries, used/antiquarian bookstores; attending writers festivals, writing and book arts workshops Visiting destinations that are steeped in literary history
  • Why Literary Tourism?Affluent travelers are seeking personal, authentic vacation activitiesand experiencesCultural tourism represents one of the fastest growing sectors intravelNiche markets are growing in importance to tourism marketers –mass selling is becoming less effective (and more expensive)Book lovers are typically, passionate, well educated frequenttravelers
  • Who Is The Literary Tourist?Nigel Beale– writer, broadcaster, bibliophile, owner & publisher passionate about visiting rare book libraries, huntingthrough used/antiquarian bookstores, attending authorreadings and writers festivals and generally enjoying theliterary things in life- has developed a database of 10,000+ bookstores,literary landmarks, book fairs, writers festivals and more
  • Who Is The Literary Tourist?- generates over 10,000 unique visitsper month and is only 10 months old- now working with destinations around the worldhelping them to identify and promote their literary assets
  • Become a Literary DestinationThe Literary Tourist Destination Marketing Program:- innovative new turnkey program for DMOs- established four step process- provides new destination content, promotionalopportunities, and potential new markets- developed by Nigel Beale, The Literary Tourist andCathy Kirkpatrick, Tourism Marketing Specialist
  • Become a Literary DestinationStep One – Audit & Ranking- literary audit of your destination – personal visit fromNigel- self-guided and planned in advance, little to nocoordination required from the DMO- reveals key literary assets, attractions, activities andevents- provides your destination with a Literary Tourist CityRanking
  • Become a Literary DestinationStep Two – Visitors Guide & Marketing Tools:- development of Literary Visitors Guide as pdf file topost on your site, provide as download; includes:- photographs of visited destinations- “must-see” assets as determined by The LiteraryTourist- preparation of multi-media tool kit for promoting yourdestination as a Literary destination
  • Become a Literary DestinationStep Two – Visitors Guide & Marketing Tools- destination page on reaching thosepassionate about literature and travel. Includes mobile app- series of short feature articles written by The Literary Touristfor repurposing in media, blogs & social media (FB, Twitter,You Tube, Trip Advisor)- video(s) and podcast(s) of interviews with key literarypeople in your city – to be used on your site, You Tube interactive map of literary highlights in your city – to bemobile friendly in 2012
  • Become a Literary DestinationStep Three – Sales, Marketing & Communications- the Literary Tourist audit identifies location-specific areas ofliterary interest and expertise for use in generating tourismbusiness- includes a list of organizations, groups and consumeraudiences that can be targeted with the marketing toolsdeveloped by Literary Tourist; audiences include: - meeting planners - group resellers, tour operators - niche consumer audiences - media – journalists/bloggers - member and partner organizations
  • Become a Literary DestinationThe Literary Tourist Investment
  • Become a Literary DestinationStep Four – Literary Tourism Marketing ConsultingServices (optional)- opportunity to work with The Literary Tourist team ofNigel Beale and Cathy Kirkpatrick in further developmentof marketing strategies and concepts for your destination
  • Case Study: Rochester, NYWhat the Literary Audit RevealedRochester achieved a Literary Tourist City rating of 93Rochester has a strong contingent of rare book libraries, thathouse impressive collections dealing with; - Graphic Design - Typography - Book Binding - 20th Century American Poetry - Photography - The History of Gaming
  • Case Study: Rochester, NY
  • Case Study: Rochester, NY
  • Case Study: Rochester, NY
  • Case Study: Rochester, NYPotential Convention Clients (sectors) - Book Producer & Seller Associations - Publishers - Game Developers & Companies - Graphic Design & Typography Associations - Photographic Industry Associations
  • Case Study: Rochester, NY Potential Niche Consumer Markets - Gamers - Graphic Designers - Photographers - associations & clubs within key proximity marketsPotential Media Outlets- list of relevant media and online publishers related to these areas provided
  • Case Study: Rochester, NY Potential Next Steps - add literary assets to “Distinctly Rochester” section of visitors guide - add literary as a category of experiences in existing database - promote literary tourist link on - populate Rochester Tourism social sites with literary content - develop literary packages with overnight stay – engage literary partners to become active in tourism promotion - build a pr and social campaign around Rochester’s Literary Ranking - feature The Literary Tourist as a guest speaker to your nextconference or partner meeting
  • Thank You!