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About Digital VisitorEstablished in 2005, Digital Visitor was there almost at the beginning of social media and has followed technological developments in audience targeting through to the cutting edge of today.

Despite our wide range of clients across a number of verticals, it’s our work with DMOs and tour operators we’re most proud of. Travel and tourism - our particular industry of speciality - is where we’re best at attracting audiences through social media.

Our travel and tourism clients include: Aruba Tourism Authority, Cyprus Paradise, Destination Bristol, Great Rail Journeys, Latin Routes, Rickshaw Travel, Mauritius Tourism, Lake District, Poole Tourism, Visit 1066 Country, Visit Breckenridge, Visit Catalunya, Visit Dorset, Visit Eastbourne, Visit Isle of Wight, Visit Somerset, Visit Wiltshire, Visit Japan, Visit Jersey, Visit Malta and Visit Windsor and Voyages to Antiquity.

A progressive social media agency, Digital Visitor is well-known for connecting its clients with targeted audiences. Working closely with nationally and internationally renowned brands, we specialise in a range of social media marketing services, including end-to-end strategy, influencer PR and lead generation marketing through social.

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Futureproof:A Blueprint For Destination Perception ChangeBy Simon Quance, Head of Strategy, Digital Visitor

Introduction

There’s no doubt that destination marketers have a big challenge ahead.

Old business models are changing, with more funding than ever moving away from local authorities towards commercial models reliant on partnerships and stakeholder investment.

With commercially minded investors, comes the need to show measurable value from every line of a destination marketing organisation’s (DMO’s) activity, with web traffic, awareness, data capture, conversion and bookings all required objectives of their work.

DMOs are a key part of the information landscape for people researching travel. But moving visitors from research to booking on a single website can be hard, especially if offers aren’t connected to customer recommendations and room purchases not integrated seamlessly.

As if these commercial challenges weren’t enough, many UK DMOs need activity and campaigns to positively influence destination perception among prospective visitors. And all of them want to attract bookings out of season and during mid-week – the Holy Grail for all destinations.

For even the most passionate advocate of less fashionable regions, cities or resorts that have a new story to tell, the challenge can feel overwhelming. And yet, the digital age brings many real opportunities to reach new audiences.

This document presents seven inter-connected steps that DMOs should take action on if they want to capitalise on the opportunities the emerging digital landscape offers and future-proof their marketing activity.

To help formulate an actionable plan, we researched and sourced industry leadership insights and data to substantiate our approach.

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Sell in the development of a meaningful place brand change.

Identify and engage communities to build your brand around.

Plan a strategic approach to social media, including actionable strategy.

Develop ‘content with substance’ plan to engage prospective visitors.

Build visitor engagement through symbolic actions and engage locals.

Support the commercial interests of local stakeholders to build support.

Future proof your DMO as a key part of a local sharing economy.

The 7 Key Stepsto Perception Change

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Get In TouchIf you’d like to talk to us about any of the information presented in this whitepaper, please contact:

Or, if you’d prefer to discuss how you can further enhance the perception of your destination, please get in touch with:

Nick Livermore, Marketing Manager, Digital Visitor

Anthony Rawlins, Managing Director, Digital Visitor

t. +44 (0)117 403 0088 e. nick@digitalvisitor.com

t. +44 (0)117 911 1420e. anthony@digitalvisitor.com