Fuel-Injected, Dual-Exhaust, Turbocharged Destination Marketing
Many of my colleagues at Brandware have fossil fuel in their veins. Collective expertise includes brands like Mercedes, General Motors, Saab, Lotus, Bentley, Pirelli , Vespa, Porsche and so on. So, what does this have to do with destination marketing?
Everything, actually. Which industry launches more new products each year? Instills more brand passion and loyalty? Infuses their products with emotional attributes? And which industry puts the drive into drive markets?
The automotive industry brought the freedom to explore and travel to everyman, and it is absolutely intertwined with the destination business.
Every destination is an automotive make and every vacation experience your destination delivers is a model. As examples, here are three auto industry tactics that fit destination marketing perfectly.
- Roll out a concept. Do you have a new ride, show, vacation package or facility in the works? Are you renovating a property so it’ll deliver a “Wow”? Start teasing consumers early on, just like automakers do when they present glimpses of a concept vehicle long before it goes into production.
- Divulge details over time. As automakers get closer to launching a product, they’ll start disclosing certain design cues, technology specifics or other interesting bits and pieces. What are the chapters that comprise your story?
- Build anticipation to a peak. Have the world dying to see what’s under the cover when it comes time to do your grand unveiling and watch word spread like wildfire once you do.
Everything our team has learned from working with some of the world’s great automotive brands applies to how destination marketers should brand and position their products.
Let the world know about your custom double overhead cam, six-speed vacation experience of a lifetime one little tease at a time; and then blow them away when you raise the curtain on your amazing new model.
It’s high-octane tourism marketing – and a lot of fun.
Photo courtesy of wwarby on Flickr.