A Study in Authenticity: Skagway, Alaska

Standing on a tour in Skagway, our guide asked how many passengers were on our ship. About 4,500 we answered. “That’s 5 times the size of the town,” he told us. Looking around, we were docked next to two other ships, whose overall size added a whopping 15,000 people into the town that day.

We were told that cruise ships are the bread and butter keeping Skagway alive. During the tourism season, May-October, the town is bustling with Main Street shopping, the single brewery is full of eager customers, helicopters are departing every 15 minutes on tours and residents are busy sharing their lives with those who visit.

On a typical winter day in Skagway, the town looks quite different. Shops remain closed, the library becomes the town’s main attraction as the only source of Wi-Fi in the area, and the Rec Center (a grey building at the end of Main Street) is the gym, meeting hall, and only real source of activity in the area. Most residents don’t even let their kids play outside, with the only hospital found nearly 2 hours away and largely inaccessible.

During my day in Skagway, I found myself thinking about what it takes for the town to maintain its authenticity during a season when the daily visitation numbers far exceed its residents. It had me asking, “what is authenticity in tourism?” and “how do we preserve the experience?”

Maintaining Authenticity in Tourism

While tourism is a significant part of Skagway’s economy, the town has managed to retain its historical charm and cultural authenticity, through:

1. Historic Preservation: Skagway played a crucial role during the Klondike Gold Rush, and much of its history is preserved in the Klondike Gold Rush National Historical Park. Visitors can explore restored buildings and learn about the town’s past.

2. Architectural Preservation: The town has made efforts to preserve its historical architecture and cultural heritage, offering a glimpse into life during the gold rush era. There is even an ordinance against altering or expanding many of the Main Street shops in an effort to preserve the look and feel of these original buildings.

3. Local Experiences: Skagway offers authentic experiences such as hiking the Chilkoot Trail, exploring the White Pass & Yukon Route Railroad, and engaging with local artisans and craftspeople. We participated in a tour that took us up to the Musher’s Camp, where we learned about training sled dog teams and the origins of the Iditarod.

4. Community Engagement: The local community is actively involved in tourism, providing guided tours and sharing personal stories that enrich the visitor experience.

5. Natural Beauty: Surrounded by stunning landscapes, Skagway offers opportunities for outdoor activities like hiking, wildlife viewing, and exploring the natural environment, which are integral to the Alaskan experience.

Inauthenticity in Tourism

So, on the flip side, what makes a tourism destination inauthentic? When we start to see a destination prioritize commercial interests over genuine cultural experiences, we see an emergence of:

1. Cultural Commodification: Local traditions and customs are altered or exaggerated to cater to tourists, losing their original meaning and significance.

2. Over-Development: The natural landscape or historical sites are overshadowed by modern infrastructure, diminishing the area’s original charm.

3. Staged Experiences: Events or activities are created solely for tourists, lacking the spontaneity and authenticity of real local life.

4. Loss of Local Identity: The influx of global brands and businesses can overshadow local enterprises, eroding the unique character of the destination. (We saw a little bit of this in Juneau at the port, where a jewelry store seemed to emerge every 10 feet!)

5. Tourist-Centric Modifications: Changes are made to accommodate tourists’ expectations, which might not align with the local culture or environment.

These factors can lead to a superficial experience that doesn’t truly reflect the destination’s heritage or way of life.

The Impacts of Inauthentic Tourism

Inauthentic tourism can have several negative impacts on both the destination and its local community. Local traditions and customs may be altered or lost as they are modified to meet tourist expectations, leading to a dilution of cultural heritage. As destinations cater more to tourists, they may lose their unique cultural identity, becoming indistinguishable from other tourist hotspots. And, in some cases, local residents may be displaced to make way for tourist infrastructure, leading to social and economic disruption.

Tourists may leave with a shallow understanding of the destination, having experienced only a staged version of the local culture. These impacts can undermine the long-term sustainability of tourism in a destination, affecting both the community and the visitor experience.

Supporting Authenticity in Tourism

While we all hope to serve and welcome visitors into our destinations, encouraging the protection of local traditions, crafts and customs should always be considered. Small acts, such as supporting local artisans, hosting cultural festivals, preserving historical sites, focusing on sustainable development, providing guests with education and awareness of the area, and engaging local communities in tourism planning and decision-making can make a huge difference. This ensures that tourism development aligns with the community’s values and needs, and that locals benefit economically.

By implementing these strategies, destinations can create a tourism experience that is both authentic and sustainable, benefiting both visitors and the local community.

The post Travel Reflections: What is “Authenticity” in Tourism? appeared first on Travel Alliance Partnership.

Photography is everything when it comes to travel – so it stands to reason that it should be a big part of your tourism marketing strategy. But all too often, destinations don’t take the time to invest in their photography. They are using the same shots over and over, showcasing the same assets in the same run-of-the-mill way, and supplementing with stock photography that looks a little too staged – or worse, doesn’t look anything like the actual destination.

In this world of influencers, online content, Instagram-envy and constant FOMO – it’s the authentic photos that are driving the decisions. Here are five reasons why investing in photography is the best thing you can do for your brand – and why you need to do it right now:

1. Take your website and online content to the next level.

If your website is more words than photos, it might be time to rethink your layout. When booking a vacation, visitors idealize first and book second. Let your website lead potential guests through their dream vacation by showcasing what they can do when they visit. Is ziplining big? Put it right on the homepage. Is autumn the peak season for you? Let the colors transform your site and social media for the fall.

Pictures do what words often can’t – they show abstract concepts like facial expressions and emotion. They appeal to visitors’ human side and allow them to make their own emotional connections to the destination. Not to mention, photos are universal. They can be understood by speakers of any language and visitors of any age.

2. Be a resource for the media.

Journalists – even on the traditional side – know that photography is necessary. And while travel writers are adept at capturing their own authentic photos while on a visit, there are times that they want to cover a location that they haven’t been to or showcase a new stop. Having a gallery on hand helps get them what they need and ensures that your destination is top of mind the next time a media opportunity comes around.

On the flip side – those who don’t have the right images can get passed up for placements, even if they are the right fit for the story.

3. Find your aesthetic and give your audiences vacation-envy.

There is a visitor out there for every destination. You don’t have to have it all to be noticed – you just have to have a few key things that appeal to your kind of traveler. Take New Zealand tourism as a great example. The country is known for being green, pure, scenic – and home to the Hobbiton set from Lord of the Rings.

Every photo on New Zealand’s Instagram speaks in some way to their “Pure New Zealand” brand. You won’t find food pictures, restaurants, hotels, or museums on their Instagram. But you will find sparkling waters, star dusted skies, snow-capped mountains, sandy beaches, and a few hobbit holes here and there.

Whether you are representing an entire country or a small-town B&B, find your niche or aesthetic, and give your audiences vacation envy. Whether you want them drooling over local desserts or packing up their hiking boots to hit the mountains – play to your strengths and let the images lead the story.

Bonus: Check out Pure New Zealand’s Instagram stories, called #TravelDiaries featuring the destination through the eyes of their visitors. This is a great way to share more while engaging directly with the people who matter most!

4. Showcase top stops in a new way.

There is an account I follow on Instagram – and I won’t name names – that cycles through the same images time and time again. Their food is amazing (both in pictures and in person) and photographs beautifully. But after the fourth or fifth time seeing the same dish from the same angle, my mouth stopped watering. I got bored. I stopped being “wowed.”

You might have gotten this far in the blog and thought “I have some really good images of my destination, I’m good.” But ask yourself, is it enough? Consider refreshing your photography every 1-2 years. You don’t have to dump your tried and true images – but it is a good chance to add new shots from new angles and update your library. It can take several years for visitors to commit to a trip – from planning to booking to actually visiting. So make sure you are keeping it fresh, exciting, and new to ensure that “wow” factor never really goes away.

5. Be authentic, spontaneous, and exciting.

Stock photos don’t do your destination justice. They always come off a little too staged or don’t quite look like the places you are trying to promote. A mountain in Colorado doesn’t translate to a mountain in the Adirondacks. Your destination is unique and deserves its own unique images as a result.

You don’t – and shouldn’t – have to rely solely on professionally shot, high resolution images to promote your assets. In this age, anyone can take a great photo. User generated content (UGC) is a great way to fill your feed with authentic photos and engage with your audience in a new way. Your visitors are your best brand advocates. They know what has caught their eye – and they’ve posted it online. Ask permission, give credit, and use those unique shots to show others what the buzz is all about. As your library of images grows so will your audience, your engagement, and eventually, your visitor count.

The post 5 Reasons Why Eye-Catching and Authentic Photos are Everything in Tourism Marketing appeared first on Travel Alliance Partnership.

We’ve handled a few major announcements over the years, and arranged our fair share of press conferences. The ones that really stand out are the ones that take an exciting and innovative approach to sharing their news with the public. So, take it from us – the best press conference ideas are sometimes the most unusual. Here’s your guide to getting started, getting coverage, and rocking your next press conference.

The Basics

• Consider the Timing: Remember that your goal is to get this announcement covered in the news, and distributed to the masses via the channels they control. So, your first step is to work within a normal news cycle. Most media outlets have a morning and afternoon meeting, so try to avoid scheduling your conference during those times. Do you want this to air on the evening news? Then give reporters adequate time to attend, grab footage, and put a clip together. If you’re unsure, don’t hesitate to call your local news stations and ask when is ideal for them. And keep it short. Don’t let remarks run over an hour, and cut down on multiple speakers giving lengthy talks. Time is valuable to the media, and you.

• Location, Location, Location: It matters. Think about proximity to the news media you’re targeting (down the road is easier than an hour away) – but don’t sacrifice a great visual asset in the process. If you’re opening a new building, host a ribbon cutting at the new location. If you’re making a big announcement, try to choose a background that will translate nicely on camera. And if possible, don’t hesitate to “set the stage” and add in little touches to make your space stand out.

• Be Flexible: Watch the news. Pay attention to what is happening that day, and be ready to make alternate plans if breaking news hits. Even little things like weather and sporting events can create conflict and take attendance away from your conference.

The Materials

• Media Alert: Send a media alert the day prior to the press conference. Send it again on the morning of, about one to two hours before the conference is set to start.

• Press Release: Send a press release ahead of time to the news outlets that you want to attend. Make sure to have physical copies at the event that you can hand out to all the members of the media who make it to the press conference. Don’t forget to send out a press release after the press conference announcing the news as well.

• Work with the Media: After the press conference, make sure to pull a list of images or quotes that can be included with the press release you send. The media is stretched thin so having the additional shots might get you coverage from news outlets that were unable to attend. For media that is able to attend, plan for time before or after the event for them to conduct one on one interviews with your spokesperson.

The Extras

• Fun it Up: The media are accustomed to attending press conferences where speakers stand at a podium, deliver a series of announcements, and then pose for a few pictures. And that format is fine – but if you can add in elements that break the norm, do. If appropriate and aligned with your message, serve food, decorate or theme the space, or offer guided tours of a new building opening up. Be sure to keep it relevant to your topic and audience.

• Social is Your Friend: Live stream the conference on appropriate social channels, like Facebook or Instagram to get the most play out of your message. This is great for people who can’t attend but follow your company’s news, or for providing post-event details to media – and it gives your fans a chance to interact with the message in real time.

The post How To Craft A Killer Press Conference appeared first on Travel Alliance Partnership.

To truly stand out from the crowd, you need to know what sets your destination apart from others. This process of defining yourself is known as destination positioning — and it’s essential for building an effective tourism marketing strategy.

Start by gaining a clear vision of who your target audience is. Take a hard look at both your strengths and weaknesses when compared to other destinations in your area or among your key drive markets in order to identify what makes you unique and appealing. Is there something you do better than anyone else? Something that you have more of per capita? A moment in history that only you can claim? A business that drives the entire community forward?

Pick one or two aspects of your destination (such as attractions, activities or experiences) and focus on those rather than trying too hard to appeal broadly across all demographics. By doing this, you can create personalized messaging that will resonate with potential visitors while also clearly communicating why they should choose your destination over all other options available.  

Let’s look at some examples of strong destination positioning:

New Zealand: Home of Middle Earth

The first movie in Peter Jackson’s Lord of the Ring Trilogy was released in 2001, and the stunning location known as “Hobbiton” found its home in New Zealand. Now over 20 years later the destination still considers this a cornerstone of its tourism marketing. Visit the site and you will find information on Middle Earth right on its homepage, along with itineraries, activities and tours for fans of the Lord of the Rings and Hobbit movies to engage with. You can even take a “Middle Earth” quiz to learn where your Unexpected Journey in New Zealand begins.

Hamilton, Missouri: Quilt Town, U.S.A.

Hamilton, MO got its first taste of notoriety as the home of American Businessman James Cash (J.C.) Penney, but its true claim to fame came in 2008, when Jenny Doan founded the Missouri Star Quilt Co. A little quilt shop that soon gained a big YouTube following turned this town into a destination known today as “Quilt Town, U.S.A.” Now avid quilters flock to the town to visit the quilt shops, participate in sewing classes and makers retreats, see sights like the “World’s Largest Spool of Thread,” and more.

Sierra Vista, Arizona: Hummingbird Capital of the U.S.

Sierra Vista, located in Cochise County, Arizona is home to 15 species of hummingbirds. Named one of the top bird watching places on earth (with over 300 bird species in all) — and called the Hummingbird Capital of the United States, it is a bird lover’s paradise. Visitors can find information on when, where and how to see these birds, which types can be found in specific areas of Sierra Vista and learn about studies being conducted at the Southeastern Arizona Bird Observatory. For fans of our feathered friends, it is the destination to put on your bucket list.

Once you have identified your claim, niche or destination positioning, start creating experiences, videos, messaging and framing your marketing efforts around that topic. Consider what your target audience wants and needs to know about that specific topic — will they be looking for itineraries or daytime tours? Do you need to create a product around this claim, like a trail or an experiential package?

Then consider how the other pieces of your destination fit into this larger message and the role that restaurants, accommodations or other partners play. You don’t have to ignore the “everything else,” instead understand that those partners exist to make your core message stronger.

Don’t be afraid to go all in on your one thing. There is an audience for everyone, and finding your niche will lead you to your raving fans and create repeat visitors for life.

The post Destination Positioning: How to Stake Your Claim and Find Your Niche appeared first on Travel Alliance Partnership.

– Carol S. Dweck, Ph.D.

Growth Mindset

We have seven core values at Break the Ice Media that we strive to uphold, one of which is “Growth-Minded.” This is a focus that challenges our team to keep learning, growing, changing and adapting to shape our skills and keep up with an ever-changing industry. It’s a reminder that we never stay still. We’re lifelong learners who seek out learning opportunities and seek to share those learnings with our clients, partners and followers.

In early 2021, our team read the book Mindset: The New Psychology of Success by Carol S. Dweck, Ph.D. We learned that having a growth mindset – or calling yourself “growth-minded” – is more than just forward motion. It is a willingness to work, learn, grow, fail, and try again.

We’ve pulled out five lessons for destination marketers to help you adopt a growth-mindset and set your destination up for success:

Keep Finding the Fun.

After a few years of marketing the same destination, attraction, restaurant, winery, brewery, etc. it’s easy to fall into a rut and feel like your marketing has gone stale. We hear it all the time – clients will tell us about something and automatically downplay the “cool” factor.

But what’s normal for us is exciting to someone learning about, visiting or experiencing it for the first time. Be a student in your own destination. Visit your partners, walk your trails, take a workshop, stay overnight and remember how it feels to be a tourist. And keep finding the fun, the new, the exciting, over and over again – whether it’s your first time or your 50^th telling your destination story.

Pivot to the Positive.

Challenges will inevitably come your way – whether we plan for them or not. The COVID-19 pandemic caused a crisis across the travel industry, but it also revealed an opportunity to refocus and pivot for most destinations. Those with the growth mindset were some of the first to find the sunny side – whether through a support local push, a new virtual offering, a community campaign or a partnership that shed new light on how we talk about our destinations and how to best serve our visitors. 

Your destination or organization will face a variety of challenges over your tenure. Set a plan in place that allows your team to pivot to the positive and reframe challenges in a way that opens up the door for new opportunity.

Read about how the National Comedy Center pivoted to the positive, building an online streaming service around the “Healing Power of Laughter” mid-pandemic in our case study.

Embrace Change.

What may have worked for marketers five years ago may not reach audiences in the same way today. The pandemic has changed the way people find and consume information. A recent study by the Outdoor Industry Association showed 46% of respondents are “spending more time online since the onset of the pandemic than before” and 51% of are spending the same amount of time online. In that same vein, the Facebook generation is growing up and those coming after it are ripe for travel messaging in new, highly digital ways.

Consider what this can mean for your organization instead of following your tried and true. Maybe you go fully digital with your travel guide – or move to a two-year model – and cut down on printing and shipping costs. Maybe you shift more media dollars into working with influencers who can provide video content for Instagram and Tik Tok. If you follow the consumers’ lead and embrace the change, the possibilities are endless.

Read about how the Apple Tasting Tour embraced change in 2020, creating a digital passport and introducing gamification into the Trail experience in our case study.

Take (the Right) Risks.

Mindset is a book full of stories and examples of leaders who took risks, and those who did not. But in many of those cases, the leaders who didn’t “take the leap” were actually taking a much greater risk, forcing their companies into a holding pattern that resulted in less overall success.

Take the story of Kroger. The grocery store chain saw the signs of change and realized that the store model of old was becoming outdated as consumers began to favor a new kind of superstore. Kroger moved swiftly to eliminate or change every single store that did not fit the new superstore model – and ultimately became the number one grocery chain in the country. In contrast, A&P shut its eyes and drifted slowly into oblivion.

Don’t let your destination or tourism organization avoid risk to the point that you fade into the background. Evaluating opportunity and taking the right risks can be just what you need to push yourself above the competition.

Read about how Visit Syracuse took a risk and positioned their destination around the winter season in our case study.

See the Opportunity in Failure.

And finally – view each failure as an opportunity. Not every risk or change is going to result in perfection, but what it does lead to is something greater – perspective. Ask yourself and your teams why a campaign, a message, or a tactic fell flat. What did you learn about the consumer? Why didn’t your audience embrace the message or take the action?

Each failure is a chance to do better and learn from mistakes. Those with a growth mindset find ways to profit from the failure, not shy away from the final outcome.

The post Mindsets & Marketing: How Embracing a Growth-Mindset Can Set Your Destination up for Success appeared first on Travel Alliance Partnership.

Denver, CO: Basecamp Denver

In 2022, Denver, CO, launched a new YouTube series and campaign landing page for their brand Basecamp Denver. Told in 3-5-minute episodes, this tourism-campaign-meets-reality-TV-show encourages visitors to use Denver as their “basecamp for all Rocky Mountain adventures.” Each video features a Denver native teaching a visiting family or group how to do things like fly fish, rock climb, mountain bike, snowmobile, curl, snowshoe and more. Best yet, the lessons take place in some of the area’s most scenic locations.

Why We Love It:

The series makes Denver’s most active assets approachable to newcomers while also showcasing the area in a fun and interesting way. It takes a grounded approach to destination marketing and features the people of Denver prominently. Watch for some hidden gems as well – the groups end each video with a lowkey activity, showcasing area breweries, distilleries, art installations and spas.

Ryanair: TikTok Strategy

Airlines took a hit this year, but every year are the source of thousands of travel-related complaints. Canceled, delayed or changed flights, cramped seating, baggage fees and lost luggage are all part of the day-to-day of operating in the airline industry. Ryanair decided to embrace that through their TikTok channel in 2022. Poking fun at the most common of challenges with witty content and hopping on the latest trends, Ryanair stood above – or at least apart from – competitors.

Why We Love It:

Not only is their strategy perfect for the platform, but it connects with consumers on a very real level. Ryanair doesn’t shy away from the reality of air travel and doesn’t pretend to solve the world’s problems. It also connects with their brand promise of providing a cost-effective way to fly without the bells and whistles.

Visit Iceland: Out-Horse Your Email

According to data from Qualtrics on vacation and work trends, 49% of employed Americans say they work at least one hour a day while on vacation. Another 24% work at least three hours a day. According to Visit Iceland, they have the solution for all your work-from-vacation problems: Personal Assistant Ponies.

In a campaign website, the destination introduces three Icelandic Ponies, each with their own personality. The assistant ponies are trained to “answer your emails” while you explore Iceland. (They are quick to respond, but no promises that their responses will be intelligible.) The site gives you all the great destination information as well: where to go, what to see/do, and where to stay while the horses handle your workload.

Why We Love It:

The site addresses a major concern in the tourism industry, calling out the slog of working from vacation, losing time to emails and unused vacation time. It also brings awareness to its rare breeds and scenic destination. It also uses a lead-capture form encouraging sign ups to “out-horse your email,” building its customer list for marketing efforts.

Tourism Australia: Come and Say G’Day

Playing off of their iconic welcome phrase of “G’Day,” Tourism Australia’s newest campaign introduces star talent and a set of new characters who playfully introduce visitors to the destination. In a 9-minute movie that gives off lots of “Toy Story” vibes, meet Ruby the Kangaroo plush and her new pal Louie the Unicorn as they traverse Australia – seeing the sights and getting into some seriously funny situations.

Australia has always gone big with their marketing campaigns – see the Super Bowl Ad they produced in 2018 with stars Chris Hemsworth and Danny McBride – but Ruby feels more like a mascot for the ages. The campaign launched in 2022 and will continue running over the next two years. It will be interesting to see how she takes off across their website, social channels and additional video content.

Why We Love It:

Australia tells an engaging story going beyond their destination content. Yet they seamlessly work in major assets and attractions that visitors will want to explore when they come. They also give their partners the tools needed to interact with the campaign and give it legs beyond the single brand. Check out Australia’s Industry Toolkit.

Colombia: Book of Warmth

Whoever said print is dead hasn’t seen Colombia’s newest campaign. Marching in the opposite direction from the flashy video campaigns of its competitors, Colombia polled the heart of the destination, its people. They used the stories gathered and released a 212-page “Book of Warmth” in downloadable ebook format. The book is a visual work of art and goes all-in on storytelling – featuring tales of its residents from home cooking to beekeeping, bike tours to music-making, and more.

Why We Love It:

It can be challenging for a destination to stand out in a crowded space of amazing food, craft beverages, sightseeing, arts & culture and more. What makes a place truly unique are the people, their struggles, successes and stories. Colombia leans into its locals and poured an incredible amount of time into documenting their tales. Not only can these be repurposed into online, social and PR content, but it also shows how much the destination team values the residents of its country and wants to share their stories with the world. 

Can’t get enough of the creativity? Check out our Top Tourism Campaign round ups from past years and the elements of a Top Campaign:

Top Tourism Campaigns of 2021

Top Travel Campaigns of 2020: Tourism Marketers Get Creative in the Face of Adversity

The 5 Top Tourism Campaigns of 2019

2018’s Best Tourism Campaigns: Our Five Favorites

Elements of Top Tourism Campaigns

The post 2022 Top Tourism Campaigns Bring Typing Ponies & Talking Kangaroos appeared first on Travel Alliance Partnership.

In early 2017, I had the chance to listen to Jon Favreau, former speechwriter for former President Obama, talk about his time in Washington. While the stories he told – days on the campaign trail, working his way up to Chief Speechwriter, holing up in his room on Christmas Day to finish a speech – were fascinating on their own, it was Favreau’s insight on speechwriting and brand storytelling that truly caught my attention.

Favreau outlined four lessons he used in his writing when representing the most powerful man in the country. His tips are ones that we can all follow representing our clients, stakeholders, and brands.

Lesson 1: Focus on the story

For Favreau, this was key in his speechwriting. He would find ways to convey messages about equal rights or healthcare by telling stories about the people these changes would impact.

In destination marketing, we have the same goal. Oftentimes it’s easy to get caught up in the “key messaging,” the top points that you have outlined as the most important information to convey to your customers or constituents. But don’t lose sight of the story. Tell people why they should care about your promotion or discount by reminding them of the experience or impact it will have on them. Make storytelling part of your brand, because great brand stories are just that – stories.

How to use storytelling in visitor guides.

Lesson 2: Use words and phrases that people actually use

An easy lesson, but a great reminder. When working in any industry, certain words and acronyms can become commonplace in your vocabulary. But don’t forget to take a step back and look at your writing through the eyes of an outsider. Would the average person understand what “TPA” means? How about “DMO”? Spell it out and keep it simple. If your grandma wouldn’t understand what you are saying, chances are you need to revise.

Do you know your tourism terms?

Lesson 3: Humor is one of the most underrated but effective methods of storytelling

I love this lesson, but it comes with a word of caution. Favreau talked about how he often used humor to lighten up a topic and make it relatable to the audience. It also helped break up the drone of a long speech. But with all things, there is a time and a place for humor. You know the brands you are working with, and whether or not the subject matter allows for a more humorous tone.

As one of my favorite fictional characters Albus Dumbledore would say, “Use it well.”

Lesson 4: Brand storytelling is fundamentally about maintaining your idealism. Caution is its greatest enemy.

Favreau’s final lesson was an interesting one. He cautioned the audience not to hold back in their writing. He noted that the greatest speeches are the ones that lay it all out on the table, that take risks, and that are not too cautious or careful in their messages.

Looking at that advice from a branding or PR standpoint, the message is clear. Caution doesn’t get you noticed or set you apart from the rest. It is the truly unique ideas, the ones that take a little bit of a risk that yield the most memorable campaigns.

Through his speeches, former President Obama used these techniques to inspire change in the country, and he was known for being a great storyteller. He encouraged people to take action, to unite, and to fix problems. In essence, that is what we are trying to do with the brands we represent, and that’s what brand storytelling is all about. Tell a great story. Unite people. Inspire action.

See more storytelling tips from Jon Favreau.

The post 4 Brand Storytelling Lessons from a Former Washington Speechwriter appeared first on Travel Alliance Partnership.

Here are our five favorites, standing out over the last 12 months in another challenging year:

#1 Visit Iceland: Icelandverse

There shouldn’t be any surprise about our first “Top Tourism Campaign” of the year. Mark Zuckerberg made national news with Facebook’s name change to Meta in 2021 and the unveiling of his virtual Metaverse. Riding quickly on the coattails of the announcement, Visit Iceland news-jacked the story with their own version – the “Icelandverse.”

Featuring a Zuckerberg lookalike as the host, the “Icelandverse” shares “how to connect our world without being super weird,” which pretty much sums up public reaction to the Metaverse and accompanying video. It talks about the lights you can see, waterfalls you can visit (for real) and horses you can ride … with real hair you can touch. While striking a sarcastic tone and poking fun at the virtual world – it also does a nice job reminding us that nothing can truly replace reality. Travel offers the chance to have real, meaningful and memorable experiences.

#2 Visit Scotland: Yours to Enjoy – Responsibly

We’ve seen a shift in tourism marketing over the last several years from some of the most popular travel destinations. Even as visitation has slowed due to COVID, many are still struggling with the effects of overtourism on their wildlife, natural resources and within their communities.

In inviting travelers back, Visit Scotland’s 2021 campaign strikes a delicate balance – a welcome and a request to travel responsibly. Stunning drone and nature footage are set against messages of conservation and sustainable tourism with peaceful background music. The video does a nice job of demonstrating what responsible travel looks like (e.g. “take only pictures and leave only footprints”) and the impact it can have, while still making visitors feel like this is the Scotland of their dreams.

#3 Visit Israel: Welcome Back to Israel!

The pandemic remains a huge topic of conversation in the global travel sphere – and destinations would be remiss if they didn’t address health and safety in their tourism campaigns in 2021. Visit Israel’s newest campaign “Welcome Back to Israel!” brings the topic to the forefront of their message to travelers – while still making the destination sound open, active, and full of fun.

The video calls attention to Israel’s “new landmark” as one of the most vaccinated countries on the planet. It highlights masks, green (vaccinated) passports and sanitization methods, while also showing off the local beaches, historical landmarks, cuisine and shopping. By employing upbeat music and a charismatic host, the campaign plays like a special on the travel channel. It’s easy to forget you are watching a piece of brilliant marketing, while imagining yourself lounging with a drink in hand.

#4 Airbnb: Made Possible by Hosts

Pet travel is poised to be one of the major travel trends of 2022. Airbnb saw the signs and hopped on the bandwagon early. Unveiling a series of commercials set to familiar songs (like Dolly Parton’s rendition of “I Will Always Love You” or “Wild Thing” by The Troggs) and featuring real trips, the brand showcased some of its gracious hosts and unique properties – and the two- and four-legged guests who came to enjoy them.

The videos are masterfully done in the sense that they aren’t overly produced – in fact, they feel more like going through vacation photos with a good friend. The slow pace reminds travelers that pets are travel partners as well as at-home companions and that Airbnb hosts are more than willing to accommodate. The cute kitty in one video and adorable golden retriever featured in another doesn’t hurt the brand’s cause either.

See the full “Made Possible by Hosts” series in this playlist:

#5 Visit Sweden: Discover the Originals

It seems that Sweden has a bit of a branding problem when it comes to the names of its towns, lakes, mountains and communities. The problem being that Ikea has commandeered them and assigned these names to some less desirable products – everything from a gaming chair to a toilet brush. In the digital age, this causes a true SEO nightmare – and quite the conundrum for a destination trying to stand out among the conveniently priced furniture.

In Visit Sweden’s 2021 campaign, they encourage travelers to “Discover the Originals” and go beyond the Ikea names to learn more about the country that they came from. While the video is masterfully done, the destination goes beyond a one-minute spot with a companion website and map that breaks down the name (“Stubbarp – more than IKEA cabinet legs”) and then shares the special meaning behind each place in a tongue-in-cheek way (“If you’re happy to use your own legs to explore…”). Not only does it bring attention to the destination in a hilarious way, but it also truly makes you want to explore each and every stop on the map firsthand.

See Sweden’s “Discover the Originals” website and start shopping for a Sweden getaway.

These are the top tourism campaigns of 2021, now go back in time for more inspiration! Check out our Top Tourism Campaign round ups from 2018-2020 and our blog where we break down the elements of a Top Campaign:

Top Travel Campaigns of 2020: Tourism Marketers Get Creative in the Face of Adversity

The 5 Top Tourism Campaigns of 2019

2018’s Best Tourism Campaigns: Our Five Favorites

Elements of Top Tourism Campaigns

The post Top Tourism Campaigns of 2021 appeared first on Travel Alliance Partnership.

A Storytelling Guide

I’ve seen other travel guides following this trend. We experienced the shift first in 2018, as our team worked on a new guide for the Haunted History Trail of New York State. In its fifth year as an official tourism trail, the Haunted History Trail faced challenges as visitors tried to figure out how to follow the trail. Do they hit every stop in order? Follow a region? Pick a single stop or two? Hours and location offerings changed based on seasonality- another challenge to contend with. Past guides were trying to be everything to everyone. While they managed to offer relevant information, we were simultaneously falling short on telling the story.

And that was the key right there – storytelling. This trail was a series of listings, a collection of stops – but the guide didn’t support the story that New York is a full-on haunted destination. When a visitor travels to Hawaii, they are immersed in a culture of pineapples, Mai Tais, leis, and an alphabet consisting of mostly vowels. Storytelling would allow us to build a picture in the visitor’s mind and better immerse visitors in the stories of the trail.

As visitors become inundated with content, they don’t want to be sold to. They are looking to instead learn, discover, and immerse themselves in a new narrative. Visitors guides are a destination’s opportunity to write their story, their way. To seek out the most compelling new angles that make consumers want to visit and to give people the inside scoop. To be able to tell the stories you wish the media was writing.

When to Use Listings

Not every guide calls for an in-depth approach, so don’t ditch the listing style completely. There is still a time and a place for that type of content – and space for that in the market.

Listings are a great tool for a mini guide or niche offering. Take the Finger Lakes “50 Top Attractions” Guide. A roundup of the 9,000 square mile destination could easily take up 40 or 50 pages of space – far too much content for a visitor to dive into. But with a narrowed focus and a catchy title, this type of guide hits all of the highlights for a visitor already planning a trip to the region.

Consider Content Versus Need

In the end, content needs to be about the visitor. We moved away from a listing style for the Haunted History Trail guide, but were careful not to lose the factual information that made the guide a true resource. While working with a travel magazine style, we still geo-plotted each location on an inside cover map, and listed every location with their contact info in a rear index.

In 2019, we revamped a brochure produced by our client Travel Alliance Partners (TAP). TAP’s North American tour operators specialize in specific areas of geographical expertise and work together to develop tour packages with the highest quality, best value and biggest variety. Destinations that are members of TAP’s Guild program are featured in the “Dream Destinations” magazine.

Previous versions had categories organized by geography alone, and ranged from full destinations to individual attractions and hotels. The paid investment level drew focus for content instead of the consumer experience, negatively affecting the flow of the magazine and likely confusing the reader. Members submitted content individually without voice or style guides, which resulted in inconsistent messaging.

Focusing on Experience

For the 2019 TAP Dream Destinations magazine, we threw out the template and considered the consumer as the primary driver for this guide. We looked at each destination critically and we would turn to storytelling by focusing on the experiences. We created experience-driven categories – craft beverage, outdoor adventure, food, scenery, sports, etc. Each member selected their top 3 categories core to their destination for inclusion. Our team created a layout easily understood and enticing to potential visitors. The table of contents shared how visitors can browse by topic or location. Listing page numbers help them quickly find the content that best fit their interests.

In collaboration with our designer, we worked out a design that would be visually impactful and easily digestible for readers. Photos appeared at the forefront of each section and we organized the copy into a Top 5 listing (or more in popular categories) with a short intro per section. Section titles run vertically up the page for quick reference. Articles ended with a one sentence call-to-action, encouraging readers to visit the website to learn more or book a tour. We reviewed and edited every piece extensively to ensure similar voice, style and tone. A two-page spread at the end shared a logo and website for each member featured within the guide.

The End

The end game is to drive visitors to your destination, yes. But the key is to first compel them to learn your story, explore deeper, and provide a resource that can be used through the entire travel experience. Consider your content and your story, and your next guide will do just that.

The post Storytelling Content is Key in Tourism Marketing appeared first on Travel Alliance Partnership.

The ways in which proactive and reactive public relations can work for your tourism organization differ in both tactic and approach. Let’s start by breaking down the difference, and dive into the methods below.

Click here to listen to Episode 105: Doing PR Like a Method Actor, with Nancy Marshall.

Proactive Public Relations

You are your organization’s greatest advocate. With proactive public relations, you get to identify and tell the stories that you want to share, the ones that make your destination or attraction unique, compelling, and different. Proactive is what most people consider when building a public relations strategy. It’s about active outreach, taking the initiative to get the word out, and finding the right media people and publications to partner and work with.

Pitching & Active Outreach

This is frequently the bulk of your proactive outreach public relations strategy and the highest investment of your time. Start by developing media themes and angles that focus around the stories you want to tell, then break them down by month or season depending on their topic, timing, and any holidays or major anniversaries that might be happening that give the topic added value.

Once you have your content goals outlined, actively identify a minimum of 5-7 media contacts and publications that might be interested in a particular topic – a food author for a story about BBQ hotspots or a family travel writer to cover a new ropes course, for example. Consider your ask when pitching – what is the action you want the writer to take? Is this is fit for a particular column or section of their website? An interview opportunity? An invitation to schedule a FAM and see the attraction in person?

Active and individualized outreach allows you to pique the writer’s interest and develop stories that benefit both publication and destination, mutually.

News Distribution

Press releases can be another form of proactive PR, focused around breaking news and timely stories. This could come in the form of an announcement, anniversary, grand opening, or recent development within your organization or destination. Many news stories tend to receive more localized media coverage – but really big or groundbreaking topics can receive national attention as well. Broadcast and newspaper publications are the best fit for this type of story.

Shows & Desksides

Media shows and individual deskside appointments are a great way to find new contacts or begin relationships with writers that you may be trying to reach but haven’t worked with in the past. Seek out shows that take place in your target geographic markets or those that boast a list of attendees who work solely in your industry. For desksides, create a target list, email your prospects and determine a date, time and location to meet up.

Read our blog “Travel PR: How to Turn Desksides into Destination Guides” for a how-to on setting up and maximizing deskside appointments.

Reactive Public Relations

With reactive public relations, it’s less about seeking the leads and more about responding in the appropriate manner to opportunities and situations that come your way. It can come with a bad connotation, traditionally considered a “sit back and wait” kind of approach. But a good reactive public relations strategy does take work, consideration, and preparation. You have to know who the right people are within your organization to respond quickly to certain leads, what your key messaging is, and how to properly position yourself as an expert in the moment.

Partnerships

Seeking out and developing good partnerships is the quickest way to bring new leads and media opportunities to your organization. This can be with your local tourism organization, a greater regional organization, or even the entity that promotes travel statewide. Other partnerships could come from your top attractions, nearby DMOs, or through niche collaborative programs that are a fit for your destination.

Partnerships are a great way for your brand or destination to find its way into a larger overall brand and story – which can mean bigger publications and features that you may not have been able to field alone. They also provide a chance for more pitches and greater outreach, as you will have multiple people and programs focused on telling your story.

Lead Monitoring Services

Subscribing to a lead monitoring service is a good way to keep abreast of trends taking place nationwide or find topics that you may not have considered in your proactive outreach. One such service is HARO (Help a Reporter Out) that sends emails three times a day with story topics and leads from journalists that are currently in progress. Finding opportunities to fit into a larger narrative or position yourself as an expert source can help build relationships with new writers and reach audiences that you might not otherwise touch.

These leads move fast however – often with a 1- to 3-day turnaround at most – so monitoring frequently and responding quickly is key.

Past Media Contacts

Your past contacts may also come back to you, in the form of new requests or return visitation to your destination. Curating a media list is an ongoing endeavor – it’s never a one and done type of relationship. Even if you’ve hosted a writer or appeared in their publication in the past, don’t discount the power of repeat coverage. Keep the relationship strong by responding quickly and offering information, interviews, images, etc.

With past media contacts you also have the benefit of understanding how they work and what their needs are. And they are likely returning to you because of past successes – there is a level of trust established on both sides. This trust could open the door for more candid conversations – and opportunities to discuss additional angles and get coverage more easily for the stories you deem a priority.  

As you continue to build your brand (proactively) and establish yourself in a given industry, more leads will inevitably come to you (reactively) to get your input and opinion as an expert source within your field. The combination of both proactive and reactive PR is what leads to success – building awareness, garnering interest, and ultimately driving customers and visitation to your destination.

The post Proactive vs. Reactive PR: Why Both are Essential to Your Public Relations Strategy appeared first on Travel Alliance Partnership.