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...
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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...
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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...
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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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