Tourism is back in a big way — and your advertising plan should be as well!
Tourism advertising has changed with the times. Even though people still read magazines and news publications to “think” about where they might want to spend their hard-earned dollars, they do their actual booking and planning online.
Consumers today tune out TV commercials with their DVRs and TiVo’s, opting instead to listen to satellite or Pandora radio. Then they tune out those ads as well.
I’m not suggesting you completely abandon traditional ad venues. But maybe it’s time to reconsider the way you integrate digital and nontraditional advertising into your marketing strategy.
Whether you’re advertising a destination or a lodging at a destination, you should measure the strength of each of the media channels you choose and balance the messaging and the budgets to successfully grow your business. Creating a brand promise and reaching out to new niche audiences with that promise is key to the growth of any business, including tourism.
For examples of advertisers who’ve had success using this approach, take a look at some of the tourism work ab+c has done. By working with these partners to consistently evaluate media budgets and results and revise strategies, messaging and plans, we’ve helped bring new visitors and new dollars to both the region and the hotel.
Identify your best prospects and develop cost-effective and creative campaigns to reach those markets. Find your strengths and then target the folks who are most likely to benefit from a visit to you. Look at some of the travel giants and see where they advertise and what they say to the consumer.
Take advantage of the travel and tourism big comeback and begin to test new ways to reach your visitors. The economy has improved. People are ready to jump in the car and take a break. They’re thinking about next year’s trip right now. Make sure they see you as one of their choices.