Destination Marketing Today July 25, 2022
Great morning!
- A Campaign Aimed for Families in the Dreaming and Planning Stages
- Reunion Themed Packages to Inspire Post-Pandemic Travel
- A Branding Initiative Gets Launched
CAMPAIGN AIMS FOR FAMILIES IN THE DREAMING AND PLANNING STAGES
Big Picture
Rockhampton has launched a 2022 families destination marketing campaign targeting families living in Queensland and NSW.
Details
The ‘Stop, See, Stay on Your Next Family Vacay’ campaign is aimed at families “in the dreaming and planning phase of their summer family holiday”.
The marketing campaign includes paid and organic digital and print elements across Explore Rockhampton and ‘Holidays With Kids’ platforms and will run from July through to September, with the targeted travel period being November 2022 to January 2023.
Families?
The campaign fits in perfectly with recently having been listed as a finalist in the 2022 Queensland Top Tourism Town Awards. The destination is now, more than ever, on the radar of Australian families as a destination that caters towards their want for unique regional destinations, outdoor nature activities and authentic experiences.
Survey says
According to Tourism Research Australia’s latest domestic visitor profile, families with children take 17 million trips across Australia each year, spending a total of $14.2 billion and producing 62.3 million visitor nights.
Partner Resource
The DMO created a great toolkit for local operators to download from the Advance Rockhampton website so they have everything they need to leverage this new campaign over the coming months, from hero images, promotional videos, social reels and campaign messaging.
We are seeing a rise in campaigns that include tool kits for partners. This approach leverages the frequency and reach of DMO efforts.
REUNION-THEMED PACKAGES FOR HASSLE-FREE TRAVEL TO SINGAPORE
Big Picture
A newly launched tourism campaign by the Singapore Tourism Board invites friends and family to reunite through SingapoReunions Offers.
Details
In partnership with local hotels, the special reunion-themed packages are designed to make group travel hassle-free.
The campaign aims to encourage travelers to reimagine their next trip to Singapore and embark on new adventures, and is classified into four categories: Wellness, Entertainment, Culture, and Nature & Sustainability.
Quotable
“With many of us not getting to see our loved ones or meet new friends in person these last few years, Singapore is the perfect place for everyone to unplug from technology and reconnect on a human level,” said Rachel Loh, Senior Vice President at Singapore Tourism Board, Americas. “With travel restrictions lifted, dozens of reimagined attractions and experiences, and incredible packages offered, there’s never been a better time to meet and vacation in Singapore with your friends and loved ones.”
The post-pandemic marketing rush is on full display as destinations large and small seek their share of the travel pie.
ASK GOOD QUESTIONS TO GET AHEAD OF A BRANDING INITIATIVE
Big Picture
City of Prince George is launching a branding initiative. Phase one of the process will involve online surveys, community workshops and social media to engage the public.
Quotable
“Our logo is very good… (But) a logo is not a brand, it’s a piece of a brand,” city communications manager Julie Rogers said. “In a city brand, it’s ‘what do we want to be known for? What sets us apart from everyone else? What makes you want to visit here? What makes you want to live here?’”
Inspired by the neighbors
In Squamish, the city’s logo “Squamish is hardwired for adventure” is reflected in that city’s street banners, park signs, the redesign of their visitor centre.
When Kamloops became ‘B.C.’s Tournament Capital, they decided that everything they do will reinforce that brand, and they continue to invest in that brand.
Getting started
The city has already begun by gathering information from community engagement with the city’s social media channels and branding used by Tourism Prince George and the city’s economic development staff.
Once the information is gathered, a report with a proposed “brand identity” will be presented to city council.
Next steps
Depending on city council’s direction will begin next year and could involve budgetary items like replacing signage, public benches or public artwork, and non-budgetary items like deciding which images are used on the city’s website, the template for the city’s annual report, etc.