1. 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

2. 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

3. 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

4. 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

5. Marketing Communications Mix

6. Digital Marketing

7. Integrated Marketing Communication

8. 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

9. Video link
What is integrated marketing?

10. 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.

11. 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

12. 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

13. 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)

14. 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

15. TripAdvisor names the world's top destinations for 2017

16. 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)

17. 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

18. 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

19. Podcast link Reinventing Travel Brands Through Modern Storytelling

20. 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

21. 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.

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

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

24. Worksheet 1: Understand Your Target Traveller Type

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