The strategic promotion campaign of a tourist destination requires a focused strategy in terms of the destination’s profile, target audiences and communication message, which must differentiate the destination from others and make it unique!
THE ISSUE
- Generic campaigns that do not target specific target audiences, but are addressed to all in a general and vague way
- Unclear strategic campaign objective
- Inability to document a USP for the destination, thus unable to differentiate it from other similar destinations
- Inability to communicate effectively to potential visitors (foreign and Greek)
SOLUTIONS
- Clear strategic analysis of the destination with Mission, Vision, Values, Swot & Pestel analysis and sculpting a personalized targeting strategy
- Accurate target audiences analysis
- Creation and study of visitor profiles
- Create USP & destination differentiation strategy
- Destination branding (if not existing)
- Crafting an attractive communication message
- Media Plan recommendation
- Execution of a Destination Promotion campaign and extraction of effectiveness statistics (Marketing Metrics)
RESULT
- Immediate increase in traffic to the destination from the very first year of the campaign
- Attraction of target audiences
- Increase in length of stay and average consumption
- Improved tourist experience, resulting in visitor loyalty and recommendation of the destination to others
- Increase the value of the destination in the medium to long term, investing in the tourism product in the years to come
