Each year, we see innovative e-mail missives and holiday videos from our friends in Destination Marketing. One of the first we saw this year was from our friends at Experience Bryan College Station, using the premise of finding lost "elves on the shelf" to showcase a number of their stellar attractions (and their new Mobile Visitor Center). While a fun romp through the destination, as always, the outtakes at the end made us laugh.
Philadelphia is one of a small handful of cities that maintain two Destination Marketing Organizations...one focused on Groups (Meetings, Conventions, Tournaments, etc.) and one on the Leisure Travel Market.
The latter agency, called Visit Philadelphia, is celebrating its 20th Anniversary with a video that shares the credit for the destination's success with the residents of Philadelphia. Weaving it's best campaigns from the past two decades with scenes of Philadelphians loving life, the result is a powerful statement that both celebrates and drives home relevance.
In Destination Marketing, there has been an unwritten rule that all marketing should be restricted to outside a 70-mile radius of a destination. The rationale: consumers within 70 miles won't stay the night. Thus, they are somehow unworthy of our attention.
What a load of crap.
Terry Mattson and his crew at Visit St. Paul clearly agree...and have just produced a sensational video directed at their "twin city" just 7 miles away.
Saying that a market or a strategy isn't worthy because research reveals that the numbers are small always reminds me of a conversation I had decades ago with the then-head of the Illinois Lottery. When she asked if I played, I replied, "only when the jackpot hits $40 million (back then, a $40 million payday was a big deal).
She chuckled and challenged me, "what? You couldn't use $10 million?"
Colorado's newly minted Director of Tourism raised eyebrows last week when she declared Pot Tourism as not significant enough of a market to feature in their future advertising initiatives. Apparently, research has shown that only 8% of visitors are hitting dispensaries while in State.