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Part 2 of a 3 Part Video Series
Watch Part 2 of the video series featuring Jesse Desjardins, Global Manager of Content & Social for Tourism Australia
Watch Part 1 of the video series, where Jesse takes us back to the 1980s and perhaps the most successful tourism campaign of the 20th century.
We continue our video series distilling the lessons from Tourism Australia’s move from its hugely successful Paul Hogan-led campaigns of the 1980s to a social media-led marketing approach in the 2010s. In this second part, Jesse Desjardins (Global Head of Content & Social at Tourism Australia) shares his four best practices for marketing with the voices and content of your community, visitors and partners:
#1: Create Value Not Vanity
This is particularly apt with the explosion of Influencer proposals that many destinations and tourism businesses are receiving. These pitches are often focused on building the “brand” of the influencer rather than the amplifying the story of their client.
Part 1 of a 3 Part Video Series
With a laconic “Come and say Gi'day” Paul Hogan became the face of Australia – offering viewers to “slip an extra shrimp on the ‘barbee’ for you.” The 1980s TV ads were arguably the most successful tourism campaign of the 20th Century – propelling Australia from 12th in the consideration set of American travelers to number 1. They turned Paul Hogan, a.k.a “Crocodile Dundee” into an international media and film star. The ads were the flagship example of a big, bold tourism campaign grapping public attention and creating desire. One to millions, using expensive mainstream media and lots of money. To play in this marketing landscape you needed big ideas, big budgets and often a single spokesperson or star to make the pitch.
This content was originally presented as part of The State of the American Traveler - Destinations Edition webinar presented in March 2017 by Miles and Destination Analysts with support from the Southeast Tourism Society and Destination West.
While research identifies what types of content resonates with travelers when they’re making destination decisions, it’s how we, as marketers, creatively develop and execute this content that really connects with those travelers and inspires them to choose your destination.
That is why it’s so important to have a rich collection of inspirational content –words, photos and videos that connect with travelers on an emotional level and offer the “why” and the “wow” of the place in addition to the “how” content such as partner listings, maps and deals. This type of inspirational content is how you position your destination to potential visitors so that they select you over anywhere else they may be considering.
With that in mind, let’s take a quick look at a few examples of inspirational DMO content from around the world. Some of these are destinations that we work
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