Category: Tourism marketing

Trends, ideas and case studies on tourism marketing

Characteristics of a Successful Online Marketing Campaign

We have talked a lot about the creation of stories to deliver throughout the potential stakeholder system, but to do so we need to know the key success factors of online marketing campaigns. This article provides us with the essential clues to do so.

Envisioning Alternate Reality Games for marketing destinations

Alternate Reality games have been spreading worldwide since earlier than a decade ago. They are a very interesting phenomenon to use both as a marketing strategy, as a marketing product and as a strategy to attract and engage contributors to tackle social and environmental challenges in the destinations.

Envisioning Augmented Reality Games in destinations

Augmented reality has a great power to provide life-changing experiences in the field of edutainment and collaborative problem solving, beyond attracting and engaging visitors in a destination. This article provides many insights to understand why and how.

How Pokemon Go can inspire tourism experiences: envisioning augmented reality in destinations (I)

Augmented Reality has been progressively integrated in the visitor’s experience, namely in tourist guide apps. However this technology could be leveraged for more ambitious marketing goals

Visitor Experiences are Still Job #1. Only More so!

Marketing digitalization has made strategy more complex than ever, but the key difference is that destination brands are controlled by the market and no longer just by the brand managers and therefore must concentrate their efforts in delivering the promised experience

7 Components of a Great Integrated Marketing Program

Marketing is nowadays more complex than ever, and so designing a comprehensive strategy that encompasses all possible communication channels and stakeholders requires deep know-how and expertise. This article synthesizes the key success factors to make it happen.

Fifteen Common Place Branding Pitfalls and How to Avoid Them

Branding strategy implementation has to face many unexpected challenges. This article lists many of these issues, to be taken into account for a better planning and a successful implementation.

Brand Planning Should be the CEO’s Baby

Brand development goes far beyond the marketing planning and management. It has to be embedded in the CEO’s leadership role to ensure the brand’s success

Why are Bland Brands So Common? PART TWO

Defining an optimum destination brand requires first to define the destination’s competitive position. However, this may entail many different types of challenges.

Destination Marketing For Millennials

Millennials are the new tourist generation. Even if they still account for a small percentage of the market, they are an interesting target to consider. This article explains how destination marketing has to adapt to this new wave of tourists.