Connection > Engagement
Meaningful Relationships with Potential Visitors
Travel industry pros are optimistic despite the health crisis of recent years. But they remain pragmatic. Every marketing action must drive engagement and result in sentiment lift, relationship building, and creation of destination loyalty. For those reliant on the bed tax to fund their initiatives, spending wisely is crucial, and surgical audience targeting and campaign optimization isn’t a luxury.
What We Do
Placing your marketing messages within Michigan’s number one news source is just the beginning. We do digital at the local, state and global levels, targeting audiences by geography, demographics and behavioral characteristics.
The industry is experiencing a shrinking decision journey, making engagements throughout the dreaming and planning stage for travelers even more critical. Is your campaign able to capture attention and drive action in fewer than 60 days? Fewer than two weeks? Without this critical component, you may miss potential visitors that are booking within an abbreviated window of time.
are making travel plans inside 60 days of departure
are making plans inside 14 days
just half are planning using pre-pandemic timelines
Target your Primary, Secondary and Tertiary Markets
You know your audience. We can find them, wherever they are in their internet travels. While we may have the number one news and information site in Michigan (Comscore, 2021), we know that your audience is much larger than our own sites. We can find and serve this audience your ads, content, engagement tactics, and more, wherever they are and on whatever device they are using. Our campaigns are crafted to build relationships, not spam your prospects. Using omni-channel efforts, our professional teams work hand-in-hand with our client partners to achieve their named goals. It’s simply how we do business.
READ A SUCCESS STORY HERE:
Mackinac Island named “Best Island in the Continental US” by Travel + Leisure Magazine.
Mackinac Island Tourism is among our more complex travel campaigns. Serving as the Agency of Record for Mackinac, MLive Media Group has developed multi-year strategies that tie each action to an outcome, ultimately moving the needle for island lodging revenues, expanding the season considered “peak”/reducing the length of the shoulder seasons, and driving visibility for Mackinac Island.
Effectively Marketing Attractions
Your campaign must strike a balance—marketing for the destination as a whole while featuring individual attractions or attributes of your area. We’ve done this for DMO’s. But it applies sometimes to the attraction itself.
Great Content Means More Connection
Storytelling isn’t a luxury. It’s how your audience feels your messaging first hand, with images and ideas shared in video, infographic, narrative and print. Our team were storytellers first.
Streamed video isn’t new. But many destinations have yet to embrace this storytelling tactic. Served with precision audience targeting, just like other display tactics, these videos can share your message and entice travelers into the dreaming stage, without them ever leaving the sofa. (Even better if they are holding a second screen and are enticed to search for you, based on the video content.)
Related Blog Posts
Supporting Late Bookings Differently
Uncertainty increases the need for spontaneous travel decisions to be made, shrinking the research and decision-making stage considerably.
Munising’s Content Approach
Munising Michigan has taken an approach that makes the most of their marketing dollars, connects dreamers to their brand, and tells the stories of their destination in varied and consumable ways.
Smart Strategy For A Destination Shopping District
Over time, the strategy has grown into a model that maintains consistent branding while amplifying special events and other planned promotions episodically.