The premise seems simple enough: bring a small taste of a destination to potential travelers, and they’ll become interested enough to book a trip themselves. But how does a sample of barbecue and blues music translate into actual bookings and visitor spending?
As consumers are experiencing digital fatigue and becoming numb to the inundation of advertising, brands are increasingly shifting from traditional media to event activations—from pop-up parties and free product samples to fully immersive experiences—to grab attention and turn brief consumer interactions into unforgettable moments.
Destination marketing organizations (DMOs) can utilize these in-person events to showcase their destination in a way that results in awareness and increased visitation. The key is to curate emotionally compelling experiences that inspire, connect and educate. For a lasting impression, an experiential event should engage at least three senses and foster a sense of what a visitor will feel in the destination, whether it’s the sleek serenity of a luxury wellness resort or the neon energy of the Las Vegas Strip.
Prioritize Your Audience
First, specify who you are talking to, and meet your audience where they already are. The activation could be held at a targeted drive market for the destination, at an airport with a newly launched nonstop flight into your city, at a conference attended by well-heeled jetsetters or at a music festival with an audience whose interests align with your destination. Consider:
- What is important to that potential traveler? Is it interest or activity-based, or can you also integrate deeply held values, such as philanthropy, sustainability, multiculturalism, wonder, simplicity or adventure into your activation?
Foster Creativity, Curiosity and Play
Offer immediate benefits to attendees. It’s straightforward enough to get them in the door with free food or giveaways, but to capitalize on their brief attention, create a sense of community and connection through engagement. This could be in the form of games, a guided tasting, a hands-on lesson, a live Q&A session with a notable person from your destination, an unbelievable stunt, immersive art installation, live music, cultural performance, competition, virtual reality experience or another emerging technology. Test your creative limits.
