Tourism is one industry where marketers can really show their colours. Advertisers, designers and marketers who are creative and can come up with interesting and attractive concepts are always in high demand for the tourist industry. This is because the tourist industry has so many properties, and so many attractions to sell to the common public; there is so much competition going on that only the most iconic places gets any kind of look-in.
Here’s how marketing works in tourism:
When someone high up decides that they need a new marketing campaign, or that some property like villas and resorts need to introduced to the public, the first thing that happens in that the creative team will brainstorm various ideas. This usually involves finding key words and phrases that can give an impression of the brand and the property at a glance, such as “tranquillity” or “paradise.” These words convey a certain meaning to the consumer, and as the message becomes reinforced through imagery and words, the word becomes imprinted in their minds, always associated with the brand.
The next step is getting approval from said high ups. Once they have given the go ahead, the creatives and the designing teams will get down to brass tacks and design material that can be used in promoting their property. For instance, a hotel and villa resort in Lombok can be marketed using pamphlets to left at tour agencies and cafes etc. internet advertisements, social media posts and others. Each form will have to be designed to reflect a cohesive message yet differ enough that the message gets through in its appropriate setting. This usually takes up to one month.
Releasing Into the Void
Once all the material is designed, the high ups will decide on dates when each form of advertising will be released. Using previous statistics they will decide on the best days to release TV ads or internet ads, or even which cafes and salons will carry their pamphlets. By staggering the release of certain interactive ads or more visual ads, they can build suspense. For instance, a poster campaign can tease the launch of a new restaurant but not give any details until they launch their website, when those posters will be replaced with new ones bearing the web address or a QR code. Gimmicks like these are what make advertising so impactful and effective.
So the next time you wonder why your browser keeps displaying a certain ad over and over again, you know: some advertising company somewhere paid your browser to show it to you based on your internet likes and dislikes.