Reaching Potential Travelers IRL: Examples of Experiential Marketing in Action

A photo of a woman playing cornhole

Erin Marvin in Italy

by Erin Marvin

Director of Communications

May 19, 2026

Read Part 1 of Reaching Potential Travelers IRL here.

Experiential marketing gives people a multisensory preview of what it actually feels like to be in your destination before they ever book a trip. And the destinations that do it well—with authenticity, strategic alignment and clear measurement—are the ones that will stand out in an increasingly crowded landscape.

Here’s how three DMOs with different goals and different audiences have done just that.

The Maine Office of Tourism Takes Things Outside

The Maine Office of Tourism (MOT) tapped into the highly aligned audience of the Outside Festival & Summit in Denver, Colorado—often called the “SXSW of the outdoors”—to position Maine as a premier, sustainable destination for outdoor enthusiasts. With more than 35,000 attendees, the three-day event attracted adventure seekers, food lovers and culture enthusiasts who closely match MOT’s target audience.

MOT’s activation brought Maine to life through a custom cabin experience featuring a moose ring toss, a trip giveaway and an immersive “sounds of Maine” installation. Guests relaxed in Adirondack chairs with noise-canceling headphones, experiencing audio from across the state—from Ogunquit’s beaches to Sugarloaf’s slopes and Moosehead Lake’s waters.

Collage of photos from Maine activation

In partnership with the Maine Outdoor Brands Alliance, MOT also distributed Maine-made products, including LL Bean totes and Hyperlite gear, reinforcing the state’s outdoor identity.

The activation generated nearly 900 contest entries and new newsletter opt-ins, distributed 2,000+ branded items and engaged thousands of attendees. Amplified by earned media and influencers, the effort contributed to the festival’s 2.5 billion impressions, successfully elevating Maine’s visibility among high-value travelers.

Bermuda Brings Island Flair to NYC

The Bermuda Tourism Authority (BTA) targeted affluent Northeast travelers—particularly New Yorkers seeking short-haul, luxury escapes—through a layered experiential campaign.

To break through in a crowded market, BTA partnered with Whole Foods to create a custom grocery bag inspired by Bermuda’s culture and iconic pink hues. The bag featured a QR code inviting shoppers to enter a trip giveaway. This partnership tapped into a highly aligned audience of health-conscious, affluent urban professionals. As of mid-March, the activation has generated more than 715 QR scans and 4,400+ entries, with 20% opting into BTA’s email list—fueling future retargeting efforts.

A Whole Foods bag with Bermuda branding plastered.

BTA extended its reach with a large-scale “One of One” takeover of Grand Central Station, transforming the landmark with iconic Bermuda scenes through more than 300 immersive placements across stairways, walls and entrances. To amplify visibility, branded rideshare vehicles circulated around the city, meeting commuters at key transit points.

A collage of activations for Bermuda.

Together, these activations elevated Bermuda’s presence in-market, blending immersion and strategic targeting to stay top of mind with high-value travelers.

Los Cabos Scores Big in San Francisco

San Francisco—and California more broadly—is a key origin market for Los Cabos, Mexico. To connect with high-value travelers, the Los Cabos Tourism Board partnered with the San Francisco 49ers to deliver immersive, in-market activations during home games.

As the team’s official destination partner, Los Cabos integrated its brand throughout the game-day experience. A sweepstakes offering a four-night getaway—with curated experiences like snorkeling, parasailing and a guided tour of San José del Cabo—generated more than 20,000 entries.

A collage of the San Francisco 49ers and Los Cabos activation.

Inside the stadium, fans engaged with the destination through thoughtfully designed touchpoints. Tequila tastings featuring Mexican brands, paired with stadium-approved clear bags and Los Cabos-branded mixology books, blended cultural storytelling with utility. A premium suite experience elevated the activation further, where a local mixologist crafted signature cocktails while engaging guests and showcasing the flavors of Los Cabos. Branded mugs and coasters extended the experience, while an interactive photo booth encouraged social sharing.

Additional placements in exclusive Owner’s Suites ensured visibility among high-profile audiences. Together, these activations embedded Los Cabos into the fan experience, driving awareness and consideration among an engaged, travel-ready audience.

While these destinations had different goals, target audiences and budgets, they all delivered immersive, captivating experiences to potential travelers in their key markets. These activations gave audiences a tantalizing, tangible peek into the destinations, sparking inspiration and driving real results.

Get in touch

Let's work together