niche

Go niche or your visitors will go home.

Many marketers’ intuitions urge them to go bigger, reach more people, get larger exposure and become more famous. This gives many destination marketers a (perfectly natural) mortal fear that focusing and reducing the size of their marketing audience is a dangerous...

4 tips for building a fluid and dynamic media strategy

Not too long ago, marketers would typically set their annual media strategy in stone. They could research, plan and then execute their ideas (through radio or print advertising, for example) with minimal change throughout the year. Today’s, it’s dangerous to design a...

Smaller promotional budget this year? Activate passionate niche communities.

No destination marketer wants a smaller promotional budget next year, but sometimes that’s just the way it is, despite best efforts to develop a stable funding model. “Creativity loves constraints,” the saying goes, but how can your destination marketing team produce...

Make the most of your influencer trip: 8 tips for destinations

Aug 29, 2016 | Best practices and tactics, Content marketing and campaigns

Influencer trips are becoming ubiquitous for destinations, but not all trips are created equal. A trip’s effectiveness...

VISIT FLORIDA explains why increasing word-of-mouth referrals is an essential priority

Jul 26, 2016 | Destination marketing strategy, Strategic planning

The American “Sunshine State” of Florida has a vision to be the world’s #1 travel destination. Ambitious? Definitely....

Not all engagement is equal: How your destination can nurture higher-quality interactions

Jul 19, 2016 | Best practices and tactics, Content marketing and campaigns

Before you keep reading, open up any popular destination’s Facebook or Instagram page. Choose a post and scroll...

Customer service wins: How Alaska Airlines chased an eclipse

Jul 7, 2016

There’s a community for almost everything, including eclipse chasers. And members of niche communities love to travel...

Growing nautical tourism niche provides lessons for destinations

May 31, 2016

Many destination marketers are seeking to define and optimize niche experiences to increase visitation from passionate...

Case Study: How Toerisme Gelderland shifted to consumer engagement by focusing on a niche experience

May 19, 2016

What if you could explore an entire province by bicycle – including a trail system the length of Chile – with the help...

Four critical trends impacting destination marketing leadership in 2016: Part 3

May 11, 2016

Product and Promotion - Develop what you promote and promote what you develop. Are you equipped to create experiences?...

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We work with the most innovative tourism boards in the world to create a vision for each of their destinations, solve business challenges and execute brilliant, integrated campaigns. The expertise we apply to that work is shared in the articles published here and in our DMO Matters newsletter.

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