Cultural Tourism Marketing & Engagement Initiative

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Presentation transcript:

Cultural Tourism Marketing & Engagement Initiative

GOALS OF COLLABORATION RTN and ArtsWave to develop an innovative partnership focused on co-creating an initiative that will: Position the region’s arts and cultural entertainment experiences as destination drivers to the leisure traveler, expanding the footprint of the travel season beyond the summer peak season; Foster regional participation and engagement in arts and cultural entertainment through a co-created campaign for visitors and residents; Co-fund and co-brand an innovative collaboration between RTN and ArtsWave that elevates the image and positioning of our region as a vibrant place to live, work and play.

Cincinnati USA’s FIRST regional leisure tourism marketing campaign promoting arts & cultural entertainment New season: September – December New target audience: Experience Seekers and Knowledge Seekers, Adults + Family Audience (Local) Outer market campaign: 100- to 500-mile radius of Cincinnati USA Local campaign: 50-mile radius, Families with children $3 MILLION OVER 3 YEARS

Cultural Tourism is… the nuances and experiences that make our region special and unique. It diversifies us as a destination by creating a sense of place that embodies our heritage, history and innovation. It creates a vibe and connection for the visitor and resident with the artful & entertaining experiences that define the destination.

Priority Targets Identified

Understand Targets Relative To Experiences

Regional Cultural Experiences There is an important relationship between a traveller’s distance from the Region and their expectations. NON-DISPLACEABLE UNIQUE COMPLELLING

Regional Cultural Experiences: Marketing Campaign Criteria Displaceability The availability of a comparable experience in a closer location. Culturally Compelling To make it to the master list, experiences have to be culturally compelling at face value…relevant and distinctly related to history, heritage and innovation. Uniquely Differentiating This refers to an extraordinary experience, something that is pre-emptive, things that end in ‘-st’: best, oldest, first, biggest, most, etc. Visually Appealing & Intriguing Ultimately the aesthetic quality of an experience matters. More “attractive” experiences are easier to draw travellers and easier for travellers to share with their family and friends.