TOURISM IS JUST A PART OF THE PICTURE
The more visitors you attract, the more tourism dollars they will spend, right? Yes, but not so fast. To get the most impact for your tourism budget, find the synergy between destination marketing efforts and economic development. That’s Dana’s advice. Our strategies offer more than pretty images and catchy slogans to entice visitors to your destination. We believe tourism marketing is only part of the picture, and it’s just as important to paint a positive outlook for local citizens and the corporate community.
Dana launched a brand campaign for Chester County’s Brandywine Valley, which has often been overshadowed by more mainstream destinations nearby. By positioning this lovely area outside Philadelphia as the place to go for culture, cuisine, wine and the finer things in life, Dana helped put the Brandywine Valley on the map for discerning upscale travelers.
To convince travel agents to participate in the new Destination Specialist Program from the Hawaii Visitors and Convention Bureau (HVCB), Dana crafted a comprehensive print and digital campaign that would also sell the destination itself. To jive with the client’s consumer-facing creative, we adopted their “Let Hawaii Happen” headline and added what benefit it delivers to the travel agent—OPPORTUNITY. In the first seven months of rollout, 5,611 new travel professionals registered for the Destination Specialist Program, boosting average monthly registrants by a colossal 283%.
Dana is proud to be the agency of record for New Jersey Travel & Tourism. To fully showcase New Jersey’s surprising diversity, we created a segmented marketing campaign that sells New Jersey as a year-round regional destination and spotlights the many things to see and do within the state. Our efforts have increased traffic to the New Jersey tourism website while elevating the overall brand of our home state.