Destinations have discovered the Net

In an era of persistent technological developments, e-marketing has become an invaluable resource in the communications industry. With the simple click of a button, you can make purchases, research documents and even explore potential travel spots, all from the comfort of your home, or mother’s house, whatever may be the case.

Today, we clasp onto our cell phones when heading out, don iPods to make the daily commute more bearable and cringe at the thought of going through the entire day without checking our Facebook account.

Destinations understand the vast potential of online marketing and instinctively incorporate web-based initiatives into their promotionals. Greece, Sweden and St. Lucia have all established websites to encourage tourists to visit. Sadly, the St. Lucians are currently cursing the day Amy Winehouse stumbled across their site and may now want to implement a limited access feature effectively shutting out junkie, soon-to-be-divorced, washed up at 25 year old former singing sensations.

To illustrate the potential tourism promoters see in the online market, one only has to look at the 2001 ‘Spain Marks’ campaign. Turespana, the Spanish tourism board, spent a staggering £2.79M for a six month online marketing initiative.

Destinations are doing more than just creating tourism websites that provide potential visitors with information on attractions and the country’s historical heritage. Marketers and PR officials are coming up with creative strategies for increasing their online presence by utilising social networking sites and streaming videos.

In 2007, Tourism Ireland launched an inaugural destination marketing campaign in Second Life (SL). The virtual world provided an ideal setting for the country as 60% of SL residents are from Ireland’s top target markets. Within SL, Tourism Ireland sponsors events including the ‘Discover Ireland Festival’, which featured performing bands, a major fashion show, photographic exhibitions and promotional videos showcasing what Ireland has to offer. (Tourism Ireland, 2007)

Similarly, the Pennsylvania Department of Tourism developed an innovative campaign aimed at generating online buzz. The organization employed Phil the Groundhog, who is responsible for predicting the winter season’s length, to star in a series of promotional videos. Tourism officials created a website, www.groundhogchase.com to follow Phil as he chased Allen Iverson out of town....uuhh errr.. relentlessly pursued his shadow in typical groundhog-fashion. (Kolb, 2006, p. 253) The result- online gold!! Check out two of the ingenious ‘short films’ below (You Tube, 2008)

As the online world continues to play an ever more important role in our daily lives, we can certainly look to tourism boards to step up their promotional efforts on the Web. As traditional media sources such as newspapers and radios become more and more obsolete, destination marketers will increasingly look to high tech avenues to reach their target audiences.

Next Post: You’ve been naughty!! Bad PR, Bad!

References

Kolb, B., (2006). Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists. Burlington: Butterworth-Heinemann.

Tourism Ireland, (2007). Tourism Ireland Launches World’s First Tourism Marketing Drive in Second Life. [online] Available from: http://www.tourismireland.com/Home/about-us/press-releases/2007/Tourism-Ireland-Launches-the-World%E2%80%99s-First-Tourism.aspx> [Accessed 11 January 2009]

YouTube, (2008). Groundhog Chase: The Beginning. [online] Available from: <http://uk.youtube.com/watch?v=7gdsz3Zp0BQ&NR=1> [Accessed 11 January 2009]

YouTube, (2008). Groundhog Chase: Nuns. [online] Available from: <http://uk.youtube.com/watch?v=J0ukp_vf6XY&feature=related> [Accessed 11 January 2009]