Do Celebrity Endorsements Work?

I was having this discussion recently with a DMO CEO that has several celebrities that live in her town. Besides the fear that your celeb will screw up...do we tend not to use them in DMO promotions because of the concern that our celebs aren't cool enough or resonant enough to cause consumers to realistically consider our destinations?

I'm not sure that British Columbia had much to fear with the TV spot they are running during the Olympics.

Thumbs up...way up.

Comments

[Bill Baker]

The other challenge is to always be sure that the real star is the destination and that the celebrity is relevant and doesnt soak up all of the attention. I think that BC has it right. The celebs are adding to the cache of the place.