Travelers have pretty much infinite options come summer and into fall. A lot of destinations tend to go with what is known: recognizable attractions that can simply be amplified with media. Basically, an “if you show it, they will come” kind of approach. Works fine when you have established attractions.
In rural tourism settings, marketers must embrace what is unknown and turn travelers on to the best local assets they are likely not familiar with. This requires some digging to first identify the prime target audience and then develop the convincing creative that will motivate them to visit.
When Montgomery County approached us to build a compelling campaign for peak travel season, we used our research-based approach to narrow the focus and identify key differentiators that would guide our content. We narrowed creative development to three unique experiences that could at the same time generate universal appeal.
We went with water, history and agriculture themes to pique the curiosity of traveling families and couples, transforming attractions like Riverlink Park and a constellation of historic sites from hidden gems to must-have experiences. We framed Montgomery County as an intriguing, relaxing, accessible and affordable destination for visitors from nearby metro areas and developed content to complement the vibe.
What we as an agency know is “something for everyone” simply won’t do in the heavy competition for traveler attention. Thankfully, there’s a certain allure to the unknown that inspires future tourists. A little digging and thoughtful planning can raise the awareness necessary to get them to where they may not have known they needed to be.