Marketers promote tourism events and the region in many ways.
Khan M.A. cites a World Trade Organization statistic in his book, "Tourism Marketing," which states that international tourist arrivals are anticipated to reach 1.5 billion the year 2020. Given the way in which tourism bolsters state and local economies, marketers devise several plans in an effort to attract visitors to the area for tourism events.
Use of Mediums
Marketers integrate many mediums to advertise events, including social networking websites, Internet banners, commercials and the travel section of print newspapers. Online, the advertisement for a tourism event is typically placed on a related page. For instance, an ad for tickets to a soccer tournament will be placed on the side bar of a soccer fan website. Marketing teams may also work with local magazines and newspapers. To highlight the event or destination in an article, the marketing planner may offer to give the travel writer a free trip. Thus, marketing plans attempt to seamlessly integrate event promotions into various mediums. Tourism marketing also relies on the use of high-quality colorful photographs and other visual aids.
Partnerships
Bonita Kolb, author of "Tourism Marketing for Cities and Towns" recommends partnerships with neighboring regions for maximum exposure and use of resources. If one town has a large tourism event, the neighboring city may want to work with the city to educate tourists about other lodging, dining and entertainment possibilities. Large tourism events, such as the Super Bowl, typically benefit from the collaboration of many cities. Absorbing the spiked demand for things like lodging benefits other cities and alleviates the stress of tourists who may be unsure of where to find accommodations.
Celebrity Endorsement
Many towns capitalize on the fact that some celebrities hail from their city. For instance, many tourism events are held in Memphis, Tennessee, in honor of Elvis Presley. The marketing plans for celebrity events involve more legal considerations such as avoiding trademark and copyright infringement, but effective plans work with the famous person, if alive, to make an appearance and offer souvenirs and products bearing the likeness of the celebrity. Celebrity appearances may also work well for commercials and promotional literature like brochures. A notable example is the 2008 "visit California" commercials featuring Gov. Arnold Schwarzenegger, golfer Phil Mickelson, actor and director Clint Eastwood and others.
Regional Emphasis
Some tourist events hinge on the infusion of local customs and traditions. A luau in Hawaii, for example, draws visitors for an experience few other places can provide. Therefore, a goal of a marketing plan for a tourist event is providing the visitors with experiences unique to the region. Even if Arizona's main draw for the month of January is a college football game, marketers also ensure they promote ancillary events unique to the region including Wild West showdowns, hiking in the Sedona red rocks and enjoying authentic Mexican food. Marketers promote these activities by having stands outside of the main event with brochures, booths with people who can answer questions and provide tips, and designing the main area of the event with colors, symbols and themes unique to the region.
Tags: tourism events, unique region, work with, also work, event with