Futureproof: A Blueprint for Destination Perception Change Download for FREE here: http://goo.gl/D6uSsl Changing business models and rapidly accelerating technology mean that it’s becoming increasingly difficult for destination marketers to reach their target audiences through traditional marketing tactics and positively influence perception of an area among prospective holidaymakers. This document presents a seven-step blueprint that DMOs should follow if they want to take full advantage of the opportunities presented by current and emerging digital trends, thereby enacting perception change and future-proofing marketing activity. What you’ll learn ... The importance of a true place brand, driven by unique culture and communities How to drive measurable success using social media, including full social media strategy The value of building and maintaining relationships with local communities How to build stakeholder support and gain stakeholder buy-in A best-practice approach to enacting positive perception change

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About Digital Visitor
Established in 2005, Digital Visitor was there almost at the beginning of
social media and has followed technological developments in audience
targeting through to the cutting edge of today.
Despite our wide range of clients across a number of verticals, it’s our
work with DMOs and tour operators we’re most proud of. Travel and
tourism - our particular industry of speciality - is where we’re best at
attracting audiences through social media.
Our travel and tourism clients include: Aruba Tourism Authority,
Cyprus Paradise, Destination Bristol, Great Rail Journeys, Latin Routes,
Rickshaw Travel, Mauritius Tourism, Lake District, Poole Tourism,
Visit 1066 Country, Visit Breckenridge, Visit Catalunya, Visit Dorset,
Visit Eastbourne, Visit Isle of Wight, Visit Somerset, Visit Wiltshire,
Visit Japan, Visit Jersey, Visit Malta and Visit Windsor and Voyages to
Antiquity.
A progressive social media agency, Digital Visitor is well-known for
connecting its clients with targeted audiences. Working closely with
nationally and internationally renowned brands, we specialise in a range
of social media marketing services, including end-to-end strategy,
influencer PR and lead generation marketing through social.

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Futureproof:
A Blueprint For Destination
Perception Change
By Simon Quance, Head of Strategy, Digital Visitor
Introduction
There’s no doubt that destination marketers have a big
challenge ahead.
Old business models are changing, with more funding
than ever moving away from local authorities towards
commercial models reliant on partnerships and
stakeholder investment.
With commercially minded investors, comes the
need to show measurable value from every line of a
destination marketing organisation’s (DMO’s) activity,
with web traffic, awareness, data capture, conversion
and bookings all required objectives of their work.
DMOs are a key part of the information landscape
for people researching travel. But moving visitors
from research to booking on a single website can be
hard, especially if offers aren’t connected to customer
recommendations and room purchases not integrated
seamlessly.
Asifthesecommercialchallengesweren’tenough,many
UK DMOs need activity and campaigns to positively
influence destination perception among prospective
visitors. And all of them want to attract bookings out
of season and during mid-week – the Holy Grail for all
destinations.
For even the most passionate advocate of less
fashionable regions, cities or resorts that have a new
story to tell, the challenge can feel overwhelming. And
yet, the digital age brings many real opportunities to
reach new audiences.
This document presents seven inter-connected steps
thatDMOsshouldtakeactiononiftheywanttocapitalise
on the opportunities the emerging digital landscape
offers and future-proof their marketing activity.
To help formulate an actionable plan, we researched
and sourced industry leadership insights and data to
substantiate our approach.

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6.
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Sell in the development of a meaningful
place brand change.
Identify and engage communities to build
your brand around.
Plan a strategic approach to social media,
including actionable strategy.
Develop ‘content with substance’ plan to
engage prospective visitors.
Buildvisitorengagementthroughsymbolic
actions and engage locals.
Support the commercial interests of local
stakeholders to build support.
Future proof your DMO as a key part of a
local sharing economy.
The 7 Key Steps
to Perception Change

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Get In Touch
If you’d like to talk to us about any of the information presented
in this whitepaper, please contact:
Or, if you’d prefer to discuss how you can further enhance the
perception of your destination, please get in touch with:
Nick Livermore, Marketing Manager, Digital Visitor
Anthony Rawlins, Managing Director, Digital Visitor
t. +44 (0)117 403 0088
e. nick@digitalvisitor.com
t. +44 (0)117 911 1420
e. anthony@digitalvisitor.com