Destination Marketing deck for Champlain College.

1. MARKETING A DESTINATION
LOCAL INVESTMENT = LOCAL RETURN
Cool and interesting movements in the Destination marketing world.
MARKETING A DESTINATION
Sunday, November 6, 2011

2. Past creative brain for visitseattle.org
Named one of Top 100 Tourism Influencers in America
Organizer for #BTV Social Media Day
BEFORE
AFTER
MARKETING A DESTINATION
Sunday, November 6, 2011

3. Tourism Dollars in Vermont
2009 is latest data available
Spending: $1.9 Billion Tax Receipts: $236.5 Million Employment: 20,100 Jobs Payroll: $395.8 Million
(Source: US Travel Association. Includes both domestic and international travel impact)
READ FULL REPORT on PowerOfTravel.org
MARKETING A DESTINATION
Sunday, November 6, 2011

4. MARKETING THE STATE OF VERMONT
Burlington is marketing somewhat by the Lake Champlain Chamber of Commerce, but the State is generally
marketed as whole via the State Tourism Department. These are member-based, tax funded organizations.
154 page report from Resource Systems Vermont’s official online visitor guide is My freebie contribution for VT businesses
Group, on behalf of the Vermont Tourism VermontVacation.org. Membership based. They to use post-Irene. The Vermont Country
Department. also participate on Twitter, Facebook and have Store has adopted is in their own efforts
a YouTube channel. They do not blog. to mend (Vermontisopen.com). Others
DOWNLOAD IT have spread it around via social media,
http://vermontpartners.org/pdf/VT%20Brand Vermont Official Tourism Website like using the graphic as their avatar and
%20Research_FINAL.pdf VermontVacation.org sharing with their own social audiences.
Badges and story
MARKETING A DESTINATION
Sunday, November 6, 2011

5. MARKETING A DESTINATION
Sunday, November 6, 2011

6. traveloregon.com
RideOregonRide.com
traveloregon.com
food.traveloregon.com DistilleryRow.com
MARKETING A DESTINATION
Sunday, November 6, 2011

7. Partnering with
Social Mobile Apps
Big exposure for local
businesses. Benefits locals
and visitors.
“In the first two weeks after we
launched in May, our
foodspotting.com/visitphilly
page got five times the amount
of Foodspotting’s other
partners’ page views that soon
after launch. Our followers
increased 755% in those first
two weeks. We’ve now grown to
over 1,000 followers and 22
guides.”
~ Caroline Bean, Director of
Social Media, VisitPhilly.com
Sunday, November 6, 2011

8. UNCONVENTIONAL MARKETING
STATE OF TEXAS and SAN ANTONIO CVB
The San Antonio CVB piggybacked on the state's $400,000 campaign to attract the Top Chef
reality TV show to Texas by chipping in another $200,000 of hotel occupancy tax funds. They
are the only city to pay for the privilege, but not the only city highlighted this season.
READ MORE
MARKETING A DESTINATION
Sunday, November 6, 2011

9. REINVENT, REPURPOSE, REVIVE DESTINATIONS
East of Seattle, tiny Leavenworth, WA’s town officials dreamed up a last ditch effort to save
the former logging and railroad town from total demise by converting it to a Bavarian-themed
destination.
http://www.youtube.com/user/WoodyTheNutcracker
MARKETING A DESTINATION
Sunday, November 6, 2011

10. REINVENT, REPURPOSE, REVIVE DESTINATIONS
East of Seattle, tiny Leavenworth, WA’s town officials dreamed up a last ditch effort to save
the former logging and railroad town from total demise by converting it to a Bavarian-themed
destination.
http://www.youtube.com/user/WoodyTheNutcracker
MARKETING A DESTINATION
Sunday, November 6, 2011

11. “HASTILY MADE CLEVELAND TOURISM VIDEO”
CLEVELAND CVB SOON AFTER
“DISCOVER THE UNEXPECTED SIDE OF CLEVELAND”
June 30 2009
April 14, 2009
CLEVELAND REBOUNDED BUT. . .
WHEN LOCALS ATTACK Inside of two and half months the Cleveland CVB
produced a quality but usual suspect video - stock-like
bird’s eye, attraction and action shots of stuff to do in
Cleveland resident and comedian, Mike Polk, decided to produce his own take
the area. At least its something and they did recover
on the state of Cleveland’s tourism outlook. After 2+ years and 4.2 million
from the slam.
views, looks like he won the debate.
Doesn’t help Cleveland that Forbes named them
Google “Cleveland Tourism” or even just “Cleveland” and see at least one of
“America’s #1 Most Miserable City” shortly after
his two hastily-made’s in the top ten hit list. Yikes CLE+!
those videos in Feb 2010.
Read more on Forbes.com
MARKETING A DESTINATION
Sunday, November 6, 2011

12. “HASTILY MADE CLEVELAND TOURISM VIDEO”
CLEVELAND CVB SOON AFTER
“DISCOVER THE UNEXPECTED SIDE OF CLEVELAND”
June 30 2009
April 14, 2009
CLEVELAND REBOUNDED BUT. . .
WHEN LOCALS ATTACK Inside of two and half months the Cleveland CVB
produced a quality but usual suspect video - stock-like
bird’s eye, attraction and action shots of stuff to do in
Cleveland resident and comedian, Mike Polk, decided to produce his own take
the area. At least its something and they did recover
on the state of Cleveland’s tourism outlook. After 2+ years and 4.2 million
from the slam.
views, looks like he won the debate.
Doesn’t help Cleveland that Forbes named them
Google “Cleveland Tourism” or even just “Cleveland” and see at least one of
“America’s #1 Most Miserable City” shortly after
his two hastily-made’s in the top ten hit list. Yikes CLE+!
those videos in Feb 2010.
Read more on Forbes.com
MARKETING A DESTINATION
Sunday, November 6, 2011

13. “HASTILY MADE CLEVELAND TOURISM VIDEO”
CLEVELAND CVB SOON AFTER
“DISCOVER THE UNEXPECTED SIDE OF CLEVELAND”
June 30 2009
April 14, 2009
CLEVELAND REBOUNDED BUT. . .
WHEN LOCALS ATTACK Inside of two and half months the Cleveland CVB
produced a quality but usual suspect video - stock-like
bird’s eye, attraction and action shots of stuff to do in
Cleveland resident and comedian, Mike Polk, decided to produce his own take
the area. At least its something and they did recover
on the state of Cleveland’s tourism outlook. After 2+ years and 4.2 million
from the slam.
views, looks like he won the debate.
Doesn’t help Cleveland that Forbes named them
Google “Cleveland Tourism” or even just “Cleveland” and see at least one of
“America’s #1 Most Miserable City” shortly after
his two hastily-made’s in the top ten hit list. Yikes CLE+!
those videos in Feb 2010.
Read more on Forbes.com
MARKETING A DESTINATION
Sunday, November 6, 2011

14. CROWD SOURCING AND CROSS PROMOTION
The On Location program challenges filmmakers to showcase the many attributes of Los
Angeles in four minutes or less. After reviewing numerous submissions, 22 finalists premiered
their films on May 21, 2011 at Sunset Gower Studios.
http://discoverlosangeles.com/onlocation/
MARKETING A DESTINATION
Sunday, November 6, 2011

15. CROWD SOURCING AND CROSS PROMOTION
The On Location program challenges filmmakers to showcase the many attributes of Los
Angeles in four minutes or less. After reviewing numerous submissions, 22 finalists premiered
their films on May 21, 2011 at Sunset Gower Studios.
http://discoverlosangeles.com/onlocation/
MARKETING A DESTINATION
Sunday, November 6, 2011

16. Thanks!
3rd Runway, Sea-Tac Airport
SCVB Marketing Team circa 2008
Photo: Michael Craft, Seattle
MARKETING A DESTINATION Lara Dickson @deepdishcreates
Sunday, November 6, 2011