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Home / Destinations and Communities / Implementation / Destination Marketing / Promotion and Advertising
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Promotion and Advertising

Promotion and advertising is designed to provide consumers with the necessary information to differentiate between destinations and influence their destination and product choices. Advertising can not only influence a potential visitor’s initial choices but also influence perception and length of stay. Read more
Promotion and advertising is designed to provide consumers with the necessary information to differentiate between destinations and influence their destination and product choices. Advertising can not only influence a potential visitor’s initial choices but also influence perception and length of stay. Research into the development of promotional and advertising techniques for a destination has shown that:

  • The choice of promotional and advertising techniques should be based on sound market research regarding visitor markets’ information seeking behaviours, planning and decision-making processes.
  • Advertising should be targeted based on a segmentation of ‘visitor markets’ and provide realistic messages to ensure delivery on the marketing promise.

    • Destination Management Tip

    Leveraging low-cost marketing techniques such as PR and media and cooperative marketing as well as dedicated marketing campaigns is important in achieving greater return on investment.

  • Segmentation can be based on visitor demographics, interests, behaviours or values. The targeting of spa and wellness experience seekers in Daylesford marketing campaigns has been successful in raising brand awareness and encouraging regional dispersal.
  • Understanding the destination’s key point of difference or competitive advantage is an important aspect in developing a marketing or advertising campaign.
  • Assessing a destination’s performance in key market segments against its competitors can help to identify the areas in which the destination has an advantage and this can form the basis for targeted marketing campaigns.
  • The selection of appropriate marketing techniques will be influenced by consumer trends and changes in consumer behaviours over time as highlighted by the Grampians region repositioning as a place where visitors can reconnect with nature away from commercialism;
  • The increasing use of internet for visitors seeking destination information has significantly changed the tourism industry’s approach to destination promotion and advertising. The use of online technology for promotion and advertising including websites, e-marketing and networking sites are now seen as an essential part of effective marketing campaigns.
  • The development of creative promotional and advertising images that are consistent across all media and on-line collateral;
  • Leverage PR opportunities that are linked to tactical advertising campaigns and encouraging the support of leading tourism operators within the destination that act as ambassadors to showcase the destination;
  • The growing trend towards environmental sustainability means that destinations today must now be able to convey their environmental credentials and commitment through their advertising, as demonstrated by the Great Ocean Road through their introduction of their Sustainability Framework program. The challenge for destinations is being able to avoid the marketing 'greenwash' that has become prevalent within the industry.

The Sustainable Tourism Cooperative Research Centre has undertaken a number of research projects in modelling and assessing destination competitiveness to identify key destination strengths and opportunities and develop appropriate marketing messages for consumers.

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Discussion results

  • Regional Border Towns

    I am currently looking into the significance of tourism for two seperate towns located on the border of the Murray River. It has been argued that both border towns should be represented in destination marketing campaigns, despite suggestions that one town has a higher recall than the other.

    Currently the name of the tourism property only has one town recognised and there are proposals being put forward that both towns should be included within the brand name. Not only would this create a mouthful to include in any campaigns but it could damage the existing brand attached to the destination.

    Does anyone have any suggestions how this argument can be quantified and any further arguments how this could damage the brand?

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