Events have always been a key tool in the destination marketing arsenal. And they’ve become a crucial planning factor for travelers in recent years. More than 50% of American travelers said they traveled specifically to attend an event or festival in 2023 — up from about 29% in 2022, according to The State of the American Traveler.
Luckily, there’s been no shortage of major happenings lately, from a rare astronomical event to globe-spanning stadium tours to buzzed-about sporting events. And destinations have been there each step of the way to soak up some of the hype.
Looking for ideas on how to capitalize on events in or near your destination? See how DMOs around the world are taking advantage of this influx of noteworthy happenings to drive traveler awareness and visitation to their destinations.
Don’t be afraid to get creative
The total solar eclipse in April 2024 is shaping up to be the travel event of the year. An estimated one to four million travelers are expected to make the journey to see it for themselves. And that’s not just locals — there’s been an estimated 133% increase in international bookings to cities within view of the eclipse, according to Skift.
Cincinnati knew they wanted to take advantage of the rare phenomenon, but there was just one small problem — the city didn’t fall within the all-important line of totality.
While the region didn’t win the astronomical lottery, Envisionit was able to help Cincy get creative with how to connect with eclipse-bound travelers. A paid search campaign and landing page positioned Cincy as the more affordable (and less sold-out) alternative to totality destinations and targeted last-minute and budget-conscious travelers.
The key to making the most of moments like this? Striking while the iron is hot. Learn more about how our media team can help your destination identify and capitalize on opportunities before they slip away.
Tap into an engaged audience
It’s hard to think of a more talked-about event in 2023 than Taylor Swift’s record-shattering Eras tour. With an estimated 6 million tickets sold (so far), the tour is expected to net an unprecedented $2 billion by the time it wraps at the end of 2024.
As the tour made its way around the globe and an ever-growing tribe of Swifites followed its every move, many destinations — like Northern Kentucky — saw an opportunity to tap into that highly engaged (and willing-to-travel) audience.
The goal — pitch NKY to Swifites as the perfect location for their next girls’ trip. Working with meetNKY and National CineMedia, the Envisionit team built an audience based on people who purchased tickets to Taylor Swift: The Eras Tour concert film, a largely female demographic.
The ad creative used relevant imagery and subtle nods to Taylor Swift lyrics to tap into the cultural moment and create something that would catch the attention of this specific audience. The results — over 1 million impressions served with a 90% video completion rate (compared to a 65% industry benchmark).
Mitigate risks and own the narrative
Spring break is a massive time in the travel industry, with destinations vying for vacation dollars from families, college students, and beyond. And as the country’s unofficial spring break capital it’s no surprise that Florida is a top destination for travelers this year, according to AAA travel data.
But the city of Miami had other ideas. After three tumultuous years that led to disorderly conduct and even emergency measures, the coastal metropolis decided it was breaking up with spring breakers.
The ensuing ad campaign did the unthinkable for most destination marketers — it encouraged people not to visit Miami for spring break. The campaign, which generated a ton of earned media attention, dissuaded party-minded visitors from coming to Miami while listing the myriad restrictions that would be put in place.
While it’s always risky to turn travelers away from your destination, Miami used spring break as an attention-grabbing opportunity to demonstrate that it was proactively trying to improve its destination experience and make it safer for locals and visitors alike.
Check out other ways that destinations around the world are tackling overtourism.
Integrate your destination into the cultural moment
Each year, music lovers worldwide tune in to the annual Grammy Awards. This year, an average of over 17 million viewers watched performances from Miley Cyrus, Billie Eilish, and Tracy Chapman. And while the event is typically held in downtown Los Angeles, that didn’t stop other destinations from getting in on the action.
In late 2023, the flashy new Sphere debuted right off the iconic Las Vegas Strip. Billed as a “revolutionary venue to enjoy immersive shows, concerts, and events like never before,” the futuristic new venue cost an estimated $2.3 billion to build and is hosting residencies with U2 and Phish.
During the 2024 Grammys, the LA-based broadcast temporarily transported viewers to the inside of the Sphere, where Bono performed a song before announcing the winner of the Best Pop Vocal Album award. It was the perfect opportunity to show off the majesty of the Sphere to a huge number of music lovers, a niche we already know is willing to travel for the right artist or venue.
Think outside the bounds of your destination
For many, St. Patrick’s Day in Dublin is a bucket list experience. Revelers come from far and wide to take part in the green-tinted festivities, including a parade in the city center that drew more than half a million people this year.
But what about a St. Patrick’s Day trip to the luckiest place in Ohio? The city of Dublin, Ohio wanted to share some pints with the city who shared their name. They launched an OOH campaign in Ireland promising free pints to any Dubliners who made the journey across the pond this March.
While it’s not clear if anyone took them up on their offer, the creative campaign gained attention from Irish news outlets and helped build awareness for “the other Dublin” in Ireland and beyond.
Ready to start driving more meaningful impact for your destination? Get in touch today.
