INTEGRATED DESTINATION MARKETING COMMUNICATIONS SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 Welcome to Digital Marketing Strategies Session 1: Course Overview and Direction This is Dale Fodness INTEGRATED DESTINATION MARKETING COMMUNICATIONS

ANNOUNCEMENT: Upcoming Events Thursday, May 18 Final Exam Thursday, May 18 Sustainable Destination Marketing assignment (reports and presentation due to be submitted to MyCourses) by 23:59. Friday, May 19 Sustainable Destination Marketing Presentations (recorded) Peer Evals due by 13:59

INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) Animations used on this page SESSION 11 PREVIEW INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) (IMC) Integrated Marketing Communications & Destinations Digital and Social Media Marketing for Destinations Sustainable Destination Marketing Workshop DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) Animations used on this page SESSION 11 PREVIEW INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) (IMC) Integrated Marketing Communications & Destinations DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

Marketing Communications Mix

Digital Marketing

Integrated Marketing Communication

Integrated marketing communications (IMC) Emerging concept in destination marketing IMC has been defined as:  … a process of managing the customer relationships that drive brand value. More specifically, it is a cross functional process from creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them (Duncan, 2002) Practically speaking, it means message synergy: Ideally, the five key promotional tools of advertising, public relations, direct marketing, sales promotions and personal selling should be integrated to provide a consistency of message All marketing communications should reinforce the brand identity value proposition

Video link What is integrated marketing? https://www.youtube.com/watch?v=k6WF0O1Mnvk

In-Class Exercise: Destination IMC Analysis The purpose of this exercise is to help you better understand what destination integrated marketing communication (IMC) looks like in the real world. Step 1. In a self-selected group of 3 or 4, search online to identify 2 destination / tourism marketing plans that include marketing communications / promotion sections, and reserve them for your team’s analysis by posting on the board. First come, first served. Each group must analyze different plans. Step 2. As a group, review your plans and report back to MyCourses (be sure to identify your destinations and provide the links to the plan; make sure participating group member names are included in your posting). Provide us with examples of … IMC objectives for each plan IMC tools and activities included in each plan. Wrap it all up with a concise “strengths/weaknesses” assessment. What are two or three things that you think were done particularly well in each plan (the strengths) and what is something that you would recommend be changed or done differently (the weaknesses)? Focus on IMC. Step 3. Present your findings to class at the designated time.    

INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) Animations used on this page SESSION 11 PREVIEW INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) (IMC) Integrated Marketing Communications & Destinations Digital and Social Media Marketing for Destinations DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

Paradigm shift for customers and marketers Almost half the world’s population now internet users   Internet users Dec 2000 (millions) June 2016 Penetration of population % of table Asia 114,304 1,386,188 34.7% 45.7 Europe 105,096 582, 441 70.5% 19.2 Latin America/ Caribbean 18,069 320,312 52.3% 10.5 North America 108,096 310,322 87.7% 10.2 Africa 4,514 297,886 26.5% 9.8 Middle East 3,284 111,809 48.3% 3.7 Oceania/ Australia 7,620 26,789 72.9% 0.9 World Total 360,985 3,3035,749 42.3% 100.0 By 2020 an estimated 30 billion connected devices Mobile-only internet users – from 14 million in 2010 to 788 million in 2015

Changes in European travellers’ booking methods   2003 2016 Travel agent 65% 18% Phone 22% 5% Internet 13% 76% Source: Adapted from Oliveira and Panyik (2016)

How travellers are using social media Pre-travel planning High credibility of social media recommendations versus traditional advertising During travel Onward planning, staying in touch, sharing experiences Many deviate from original plans while travelling After travel Sharing information about holiday experiences With strangers on community sites such as TripAdvisor With friends on social networking sites such as Twitter and Facebook

TripAdvisor names the world's top destinations for 2017 http://usat.ly/2nE87WQ

Top 10 destinations on social media (December, 2016)   Skift score Facebook likes Twitter followers Instagram followers YouTube views Tourism and Events Queensland 813 1,172,001 74,363 126,286 3,123,442 Walt Disney World Resorts 811 15,077,512 903,945 890,622 189,972,767 Tourism Australia 805 6,319,867 189,118 1,045,523 30,828,249 Visit Philly 743 437,874 90,408 31,453 720,739 US Dept. of the Interior 733 88,644 260,526 436,773 760,506 Visit Florida 720 632,470 86,966 10,760 11,680,183 Visit Argentina 714 577,611 24,233 2,617 2,881,150 Visit Colorado 476,200 99,653 26,832 2,638,863 Explore Georgia 712 270,855 52,581 13,879 66,587 Discover Los Angeles 710 1,145,758 99,322 69,473 1,541,249 Source: Adapted from Manalo (2017)

How destination marketers are using social media User Generated Content (UGC) overwhelming traditional destination advertising Destination marketers losing control of destination brand image New approach required to effectively engage with consumers in a meaningful way Social media are media (from written to visual to audio) that are designed to be shared. Sharing means easy to: Comment on Copy and send the media

Content Marketing A process that includes an understanding of all the content your brand is creating, those for whom it is intended, and to what purpose Content elements: Substance: Who are you trying to reach, and why? Structure: Where is your content? How is it organized? How do people find your content? Translating your brand essence: Summing up the unique attributes of a brand and the basis for its emotional connection with customers Defining a tone of voice for your brand; the style in which it engages with its customers Matching content to your customers’ needs at whichever stage they are in the experience or customer journey Creating content that impacts people enough to make them want to share

Podcast link Reinventing Travel Brands Through Modern Storytelling https://soundcloud.com/skift-podcast/reinventing-travel-brands-through-modern-content-marketing

INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) Animations used on this page SESSION 11 PREVIEW INTEGRATED DESTINATION MKT COMMUNICATIONS (IMC) (IMC) Integrated Marketing Communications & Destinations Digital and Social Media Marketing for Destinations Sustainable Destination Marketing Workshop DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

In-Class Exercise: Describe the Punkaharju Hotelli Experience for Your Target Traveller Type Step 1: Based on your experiences, notes and pictures from yesterday, write a draft experience statement that resonates with your target traveller type. Three questions must be considered: Why does it (the experience) appeal to your traveller type? What are the emotional triggers the Punkaharju Hotelli Experience addresses or satisfies? What are the key components (activities) of the Punkaharju Hotelli Experience? What is its unique selling proposition (USP)? Step 2: Post your written statement at MyCourses to share with the rest of the class. Step 3: Teams read their experience statements to the class and receive feedback for revision.

Describe a GREAT Punkaharju Hotelli Experience from the perspective of your target traveller type

Describe a GREAT Punkaharju Hotelli Experience from the perspective of your target traveller type Examples:

Worksheet 1: Understand Your Target Traveller Type

Worksheet 2: Describe a GREAT Punkaharju Hotelli Experience for your target traveller type