Combating Stereotypes of Your Destination with Digital MarketingA TALE OF M ISERY , N IGHTL IFE AND TWEET ING

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

› Ryan GeorgeCEO Simpleview@rgeorge2024

› Bridget FrenchDirector of Marketing and Public AffairsRockford Area Convention & Visitors

Bureau@btfrench

Stereotypes ExistEverybody at SoMeT is currently dealing with widely held, but oversimplified, perceptions about their destinations.

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Huntsville, Alabama

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Austin, Texas

Tucson, Arizona

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Stereotypes Can Help or Hurt Your Destination When Attracting Visitors

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How Do You Combat Your Stereotypes?

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Case Study: Utah Office of Tourism

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Follower Count Increased by 74% in Six Month Period Since Site Launch

New messaging provided fresh content to reference and share

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How Do You Combat Your Stereotypes?

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Case Study: Visit Salt Lake

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1) Data Acquisition

2) Data Normalization

Mapping & Import

3) Make UI & UX

Changes

4) Maintain

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135 to 1,375 Dining Listings

41 to 128 Bar Listings

918.5% Increase

212.2% Increase

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But…What If Your Destination Was Named One of America’s Most Miserable Cities?

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How Do You Combat Your Stereotypes?

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Case Study: Rockford Area Convention &

Visitors Bureau

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Criteria

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Unemployment Rate between 2010-2012

2010: 15% 2011: 12% 2012: 11.4%

Change in media home price between 2009-2012: $120,000 to $86,500

Income tax rate (Individuals) 2010: 3% to 5% (still at 5%)

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Criteria

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Weather (precipitation, humidity, temperature)

Median commute time ??

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$3.00 tickets for all seats$3.00 food/drink combo specialTwo vendors per 8’ tableMore than 15 booths/30 vendorsShow video prior to

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Barton Fishoff 

“Huge comment response both on Facebook and

YouTube.

Say what you want, the campaign clearly is having

impact and getting noticed.

Bad campaigns just get ignored”

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Digital Results

Facebook: 350% increase in engagement

YouTube: 21,490 views

GoRockford.com: 50% increase in unique website visits

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Takeaways from Case Studies

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Can’t rely just on social media, but use it as a key driver for spreading accurate information about destination.

Takeaways from Case Studies

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Has to be a team effort, including those outside your DMO with your partners.

Takeaways from Case Studies

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Have to know what to focus on and how to measure the successes

Combating Stereotypes of Your Destination with Digital MarketingTHANK YOU

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

› Ryan GeorgeCEO Simpleview@rgeorge2024

› Bridget FrenchDirector of Marketing and Public AffairsRockford Area Convention & Visitors

Bureau@btfrench