Destinations got their creative juices flowing this year and the results have been impressive. From entirely new advertising campaigns to promotional materials and packages, destination marketing has reached a new level.
Differentiation is the key, and more destinations are standing out and apart by emphasizing what is local, what is special, what sets them off from other locations. Destinations are, in effect, all selling the same thing, but how meeting planners (and attendees) perceive a location could make all the difference. What is authentic? What is memorable? Affordability, accessibility and activities are important but final selection may be decided by those two questions.
Standout Examples
The biggest news to hit Panama City Beach lately is the brand new airport set to open spring of 2010. The CVB created a dedicated page on its Web site with announcements, links and video, all tracking the progress of the forthcoming international airport. visitpanamacitybeach.com/airport
Positively Cleveland offers a chance to win a Ford Mustang, Harley-Davidson motorcycle or the cash equivalent to planners who book a meeting in Cleveland by March 31, 2010, in its “Drive your Meeting to Cleveland” promotion. One entry into the contest is awarded for every 50 room nights on peak booked and actualized, and if you sign and hold your meeting in 2009 you get twice as many entries. clevelandmeetings.com
The Greater Springfield (Mass.) Convention and Visitors Bureau instituted a ‘SpringfieldFIRST’ brand based on the city as a place of firsts — the birthplace of basketball, Dr. Seuss, the first armory and first commercially sold vehicle — reminding meeting planners to think of the city first. It included the launch of a new Web site, springfield-first.com.
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