4 Trends Defining Tourism Marketing in 2018
Photo Credit: Carlsbad, California, launched a campaign earlier this year to showcase the colors it associates with the destinations that also happen to be popular on social media. Visit Carlsblad
Skift Take
We've seen a lot of tried-and-true marketing tactics from destinations this year, but we also saw some newer, smarter strategies on how to use the masses of content and opinions available these days, thanks to social media.
In the digital era, a marketing campaign can be a risk or a major reward for a brand, especially for destinations.
If a message is off point, inaccurate, or pretentious, travelers will vote with their wallets and go elsewhere. Many destinations choose to stay out of the culture wars and current events, but some like Los Angeles have launched video campaigns this year promoting diversity and inclusiveness because it's part of who they are.
Other destinations like Iceland and Copenhagen have found there is strength in numbers in partnering to market each other after it found nearly 9 percent of U.S. travelers who stopped in Iceland in 2017 also visited Copenhagen.
Visit Denmark partnered with Icelandair to produce a video, which rolled out last month (watch below), that blends scenes from both destinations to show their similarities and why a trip to Copenhagen would appeal to someone visiting Iceland. "It is a challenging brand story to tell," said Tai Klan, marketing m
