Co-Founder of The Abbi Agency, a digital engagement firm providing outreach strategies to travel destinations, tech companies and B2B brands
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Destinations’ consumers are ever-changing, and so should their marketing.
A typical destination’s marketing campaign is like dropping into a well-known restaurant, ordering some food, snapping some Instagram photos, eating and leaving. You feel like you’ve gotten a taste of what you’ll want to experience, and for many, you’re pleased to book the trip on that alone.
But content-rich campaigns aim to inspire new creative avenues to experience a destination, like wandering down a passageway to a restaurant you’ve never heard of and then meeting the chef who then sits down at your table and shares his whole life story while having you taste some of his family’s most treasured recipes.
On the surface, they are the same thing. You experienced what it would be like to eat at a restaurant in the destination.
But on a real level, they are entirely different experiences. One is a rich connection with the people and stories that make up a place. The other is a dine-and-dash, forgettable Instagram mission.
Content-rich campaigns give consumers the opportunity to experience something new.
Everyone can easily find out the typical attributes of a destination. They are usually talked about extensively, and available on all of the destination’s channels—what the wine scene is like, what beaches to experience, what neighborhoods are best for [insert activity here], etc. We are in our search engine optimization (SEO) era, after all.
Hammering those same themes over and over to an audience that is already aware of them only attracts a certain type of visitor—one who hits the same places, tags them on social media and leaves. They are in search of what and who came before them to replicate the experience for themselves.
But content-rich campaigns help destinations explain that there are a lot of details in the unknown, still to be uncovered, even if you’ve been to that same restaurant before. It’s not about heads in beds or Instagram metrics, it’s about slowing down travel for the benefit of the traveler and the destination. It is about inspiring new adventures, new human connections and new exploration. It’s quality over quantity.
But more than that, it is reclaiming some of that soul that destinations are in danger of losing to the influencer-led game of snapping the same photos of the same places over and over until that destination loses the uniqueness that once made it attractive to wanderers.
The recipe for an engaging content campaign that captivates a target audience includes a blend of brand pillars, key messages, content themes and target audience segments, but told through a destination’s most engaged individuals or interesting storylines.
Incorporating colorful personalities with curated sensory-driven content can personify the destination. These personalities have the opportunity to showcase stories that introduce visitors to a deeper understanding of what makes the destination unique, therefore enriching their experiences and captivating their curiosity.
With this in mind, immersive content can come to life via an integrated launch strategy to emphasize key destination drivers, such as arts or culinary, to tell a character-driven story or inspire practical trip planning. In turn, the content will share area history, events, fun facts, must-see sights, top-tier restaurants, wellness experiences, local galleries and art and more—therefore encouraging exploration while in-market.
Campaign metrics can go beyond the clicks.
While many destinations are quick to look at metrics as the key component of a content campaign, it is crucial to consider the rewards beyond the clicks—these content campaigns can create an experience that is measured through reach and engagement metrics. Beyond the website, cross-promotion to social media channels will only drive more potential consumers to visit. A content ecosystem can reach new audiences with social media promotion, third-party social media promotion and partnerships with regional and state travel bureaus.
With travelers more interested in unique towns and cities, destinations considered under the radar have an opportunity to increase awareness, while heavily visited destinations can lean into stories from those who know the destination well to offer new perspectives.
Offering a sensory-driven content experience provides consumers the opportunity to immerse themselves in the uniqueness of the destination before booking a trip. With travelers changing the way they research destinations and wanting to hear, see and feel the experience beforehand, destination marketing organizations should develop experiential content campaigns to welcome travelers to their destination, whether it’s a repeat visit or for the first time.
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