The document outlines strategies for marketing World Heritage sites to modern travelers through engaging integrated marketing communications, particularly leveraging social media. It suggests using technology-driven experiences, such as interactive games, to encourage user participation and content sharing, ultimately rewarding users with credits for discounts and merchandise. The target audience is leisure travelers, particularly those who are active on social media.

1. UNESCO
how to market the world heritage sites to the
new age traveler.

2. THE OBJECTIVE
Educate the consumers of the world heritage sites.
Make the destinations relevant.
engage the user
make them participate
reward them

3. THE TARGET SEGMENT
LEISURE TRAVELERS
Why the new age travelers?
Because they are the social animals that create social
media content. They share their pictures, they tag themselves

4. How do we engage the audience?
integrated marketing communications.
a social media campaign
a technology driven experience
challenges that use the power of images.

6. Play a game
a JIGSAW that needs two or
more players to keep the pieces
in place.
Jigsaw pieces of world heritage sites in the destination country will be
displayed. The pieces will automatically „float‟ after a short time. Kinect
technology will be used to embed your picture in the image.
Once complete, you can print the image out or share in the online
picture sharing network of your choosing.

7. LEARN, PLAY, PLAN
Channels?
Airport, Malls, Cinema

8. You receive
challenges
When you complete the
game.
“take a picture and upload
to your flickr account to earn credits”
You then spend the credits on
flight discounts and on…

9. UNESCO
branded
merchandise.
This provides a revenue stream for UNESCO for
development activities.