Just tell us all about your greatest effort in 2017 or 2018.
SpongeBob SquarePants and PAW Patrol Join the Teenage Mutant Ninja Turtles as official ambassadors for New York City. A national outdoor media campaign targeting the family travel market will debut in Boston, Chicago, and in 22 national shopping malls.
“Three creative concepts are among the displayed advertisements (one for each family travel partner brand), with unique tag lines in the voices of the Nickelodeon characters. With a multi-platform advertising campaign and refreshed age-specific content on NYCgo.com/family, the beloved Nickelodeon characters will encourage families of all ages to travel to New York City—just in time for kids’ summer vacations,” writes NYC & Company. Read the story here.
Who knew? Iowa City is one of the three most literary cities on earth (*and the only one in the USA), in a league with Edinburgh, Scotland and Melbourne, Australia…so says UNESCO. But there’s more––like college football, foodie heaven and medical tourism.
Utilizing predictive data science, billions of search and booking intent signals, and real-time analysis of anonymous traveler profiles, Sojern identified those people in-market for travel to or around the Iowa City area.
Think Iowa City, Strategic America and Sojern produced a multi-channel digital marketing campaign that inspired nearly 20,000 visits to the DMOs targeted webpages.
- Drove 509 hotel bookings and 1,463 flight confirmations and an estimated $500K in traveler spend to the Iowa City area
- Built brand awareness with engaging video and native formats, the latter of which achieved a CTR of 0.99%, nearly 10X higher than that of standard rich media.
Related: Iowa City Rebranding (Corridor Business 6/2/2017)
Everybody’s in a different demographic bucket, right? Personalization is everything, right?
So, how do tourism boards entice travelers with just a single marketing campaign? Here are six marketing campaigns with differing approaches, and the reasons why they work(ed).
- Discover Los Angeles
- Tour Spain
- Pure Michigan
- Visit Sweden
- Hong Kong Tourism Board
To read more from eConsultancy, a London-based digital marketing and advertising firm, click here.
Related: “‘Hallå? Sweden Speaking’: Risky Promotion Introduced in First Country to Get Its Own Phone Number” – The Travel Vertical, 4/11/2016
Working with Destination Analysts on consumer perception surveys, the DMO determined that the local nickname WeHo did the destination no favors, while “Hollywood” has mega-appeal in wide-flung markets. The research findings were applied by MMGY Global to create a new logo and name. Read more about the rebrand here.