Connection > Engagement
Meaningful Relationships with Potential Visitors
America’s excitement to travel is real and is happening at a record pace. U.S. Travel Association reports 55% prioritizing leisure travel spending, with some destinations reporting travel at 15% above pre-pandemic levels. Destinations are benefiting from the pent-up demand of recent years, and brands strategizing to capture attention from these travelers are benefiting.
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.
Staffing Challenges and Supply Chain, Unstable Interest Rates Affect Travel
Though hotel, attraction and destinations de-prioritized capital improvement through the global health crisis, these improvements are moving front and center in 2023. Worker shortages affect airlines, hotelliers and attractions alike, and legislative responses may not fully solve the issues.
And more than ever before, audiences are prioritizing expense over convenience. Delloitte reports, “the percentage of global travelers leaning toward the cheapest flight itineraries instead of the most convenient, climbed from 21% in October to 35% in November.”
All this means refinements in marketing strategies must be made to prove equal to the task facing destinations and travel industry pros. Corporate events, festivals and other episodic gains can be made, and our own campaigns are experiencing striking engagement for lookalike audiences (even over loyalists to destination brands.) There are gains to be made, and a professional marketing team, crafted to address the specific needs of your industry may be a necessity.
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, 2023), 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.
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.)
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.
Related Blog Posts
Stunning Results with Gervasi Vineyard Brand
Gervasi is seeing quantitative actions resulting from their campaign. The high click rate evidences a high brand trust (and generally speaking, outperforming industry benchmarks on CTR’s for their industry) while the view through attributes are also exemplary.
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.
Geauga Park District Sees Quality Results, Reporting
The Park District marketing campaign needed to engage the next generation of nature lovers and future land stewards, educate residents about the services and locations available to them, and encourage land use.