Atlas intern Matt Boselli recently traveled to Italy and Croatia for a study abroad endeavor. Through his lens, we see just how paramount tourism can be in shaping – and re-building – an entire country. His travels show us, firsthand, the impact that tourism has on a country’s ability to regain economic strength and become a player in a national and international ecosystem.
You're a tourism marketer, and your plate is full. On any given day, you're facilitating relationships with hotels, restaurants, wineries, and local attractions in your area. You're overseeing the execution of the marketing plan for your DMO, maintaining the tourism budget, and working with your Tourism Advisory Committee to develop strategies, programs, and policies to promote tourism. At the end of the day, most of your work functions involve marketing your destination to stimulate economic development and promote tourism. You know you're busy, and everyone at your organization values your work and thinks you're doing a great job. But what do the numbers and metrics say? How do you really know if you're on track and moving the needle? How can you be sure that your daily, weekly, monthly, and quarterly objectives are the smartest investment of your time and energy?
Earlier this year, we posted a blog about utilizing tourism marketing to drive economic growth. And while those strategies remain important for DMOs and CVBs, we wanted to talk about another aspect of the tourism industry - the creative work (and methodology behind it) for two unique destination marketing campaigns (one internal, one external). How these campaigns are developed - from the strategic brainstorming to the creative execution - depend largely on target audiences, the consumption of media, and the likelihood of someone taking action.