Strategic Destination Marketing Campaigns Become Iconic

Strategic Destination Marketing
Campaigns Become Iconic

From local to iconic, the importance of strategic marketing

Destination marketing campaigns can turn a place from an afterthought to a must-visit location. Iconic campaigns have and will continue to shift consumer perspectives and strategically influence tourism, and there are valuable lessons to be learned from their strategies. Below are five key takeaways from some of the most memorable destination marketing campaigns of all time:

1. The importance of a strong, memorable slogan.

Campaign Example: “I Heart/Love NY”

Launched in 1977, this simple yet powerful slogan quietly resonated around the world. Inspired by “memories of carvings in tree trunks,” the campaign shifted consumer perspective of New York City into more than just a destination, it became an icon. The heart symbol and the slogan have since become recognizable around the world and widely replicated, cementing NYC’s status as a global cultural hub.

2. Lean on your unique selling point.

Campaign example: “What Happens Here, Stays Here” (Las Vegas)

Introduced in 2003, this campaign leaned on Las Vegas’s unique selling point of being a place where visitors can indulge without consequences, creating an air of mystery, exclusivity, and excitement. It offers customers the freedom to do what they want and be whoever they want to be, making a clear connection between Las Vegas and the freedom that we all crave. In the end, the campaign effectively positioned the city as the ultimate adult playground and is still widely referenced when speaking about Las Vegas.

3. Embrace authenticity and elicit an emotional response.

Campaign example: “Virginia is for Lovers”

Coined in 1969, “Virginia is for Lovers” has stood the test of time, timelessly capturing the essence of Virginia’s hospitality and charm. This campaign embraced authenticity by tapping into the universal theme of love, not just romantic love, but love for exploration, adventure, and the simple joys of life. By associating Virginia with such an emotional concept, the campaign created a lasting impression and forged a strong connection with visitors that still draws people to Virginia today.

4. Subvert expectations and defy conventions.

Campaign example: “Keep Austin Weird”

Beginning as a grassroots slogan in the early 2000s, “Keep Austin Weird” was soon adopted by local businesses and residents to celebrate Austin’s eccentricities, creativity, and countercultural attitude. The campaign flipped the script by emphasizing Austin’s quirky, offbeat charm and positioned the city as a destination unlike any other in Texas.

5. Understand consumer perceptions and challenge them.

Campaign example: “Pure Michigan”

Launched in 2006, the “Pure Michigan” campaign was created to address prevailing consumer perceptions about the state. The campaign was primarily informed by a research observation that suggested that they inform potential consumers about how it feels to visit a state instead of what they can do there. This approach led to the campaign’s big idea: As every state in America becomes more and more like every other state–one state still offers visitors a powerful mix of abundant natural splendor, authentic destinations and unique experiences: Michigan. By showcasing Michigan’s diverse landscapes, vibrant communities, and rich cultural heritage, the campaign was widely successful in reshaping the narrative and welcoming an influx of travelers to experience the true essence of the state.

These iconic campaigns provide valuable insights into how to effectively appeal to potential visitors and transform a location into a must-visit destination. From the power of a simple slogan such as “I Heart NY” to the ingenious usage of a location’s unique selling proposition in “What Happens Here, Stays Here,” each campaign demonstrates the importance of understanding consumer perceptions, leveraging unique selling points, and challenging conventional wisdom. By learning from these iconic examples, destination marketers can more effectively appeal to their target audiences and draw in travelers worldwide.

Here at &Barr, these strategies are at the heart of every campaign that create for our destination clients. From Experience Kissimmee to Discover The Palm Beaches to the Space Coast Office of Tourism, we have consistently demonstrated our expertise in crafting effective campaigns and attracting countless visitors to our clients’ destinations.

In our work with the Space Coast Office of Tourism, we leaned into their competitive advantage of “+Space,” showcasing that nowhere else can you see a rocket launch while enjoying all other facets of the destination, like their miles of beaches, water sports, natural and space-themed attractions, and more. This positioning and subsequent campaign was a resounding success, helping contribute to Space Coast’s highest summer Tourism Development Tax collection in recorded history.

Following this, we finalized our “Countdown” campaign. Using authentic NASA launch countdown audio, we used storytelling to connect each number counting down from ten to a moment on the Space Coast. This campaign achieved four Flagler Awards at the Governor’s Conference On Tourism – including, a Best in Show. Not only did we tell the story of the destination itself, but we were also able to showcase the towns and municipalities that make up Space Coast.