| Boosting Tourism in a Bad Economy |
Boosting Tourism in a Bad Economy
By: Bill Ellis
How do you boost tourism during an economic turndown? Why not use today’s economic woes in an advertising campaign emphasizing everything that is free in your area?
The idea is to draw families with free outdoor activities, free entertainment and free events via billboards and advertisements that ask “Are you free this summer? We are!" The overriding theme should be value, value, value.
The target areas should be locations that are within a tank of gas of the destination. This will provide a low cost destination to those who may be putting off more distant and more expensive vacations or weekend retreats.
Ideally the campaign will target women between the ages of 25 and 44, particularly those who have families. If the campaign is focused on a particular season, say summer, it should be in full swing by mid-spring, with cable television, radio and print advertisements, directed at the selected target markets.
Cable television ads should be focused on programming directed at children, women and families. Consider print ads on transit lines in the major metropolitan areas within the target market. If possible the television spots should feature ads that use real visitors, to your town, filmed speaking about the fun time they had in your special place.
Don’t assume that you can “bait and switch”. Remember that you want to draw visitors and retain them in the future. Before beginning such a campaign, develop a plan in which all stakeholders contribute something to the emphasis on “free”. Everyone must aid in the effort to gain visitors in a challenging economic climate.
Be sure to measure results. The results will include requests for information via web sites and toll free numbers, as well as visits to your local Chambers of Commerce and Visitor’s Centers. Most important make sure you deliver. If you want to retain the business you fought for, you must deliver on your promises.
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