Destination Brand: The Look and Feel of a Community

We are surrounded by brands. Restaurants, cars, clothes, and more are all around us with their own unique personalities and identities. Where do DMO brands fit in? What makes a good destination brand? Destination branding crafts WHO the destination is by identifying the strongest and most appealing assets in the eyes of visitors and the local community, and creating physical elements that embody those assets. 

Destination Brand Goals

The foundation of a DMO brand is established with brand goals. What is the purpose of a destination’s brand? What are the DMO’s overall objectives? A destination brand should be centered around the answers to these questions. For example, if a goal of your DMO is to promote sustainability and outdoor recreation in your destination, then your brand should heavily emphasize a natural look and feel through environmental advocacy messaging. 

Grounded in Research

The best DMO brands are informed by insights from tourism and traveler data. Stakeholders in a community might have certain perceptions about the value propositions of their destination. However, visitors might see different experiences as the main draw. Leveraging human movement and point of interest data for a destination reveals the most popular elements of a destination and guarantees the brand is grounded in validated information. 

Creative Embodiment

The first impression travelers make about your destination comes from your brand. Getting your colors, logo, typography, and imagery right are vitally important to the success of your marketing. They are the first thing people will see related to your organization, and we know that first impressions lays the foundation for travelers’ perceptions. Taking the time to craft a meaningful and authentic DMO brand will pay off in the long run by opening opportunities to compel visitations. 

A brand captures the look and feel of a destination with visual elements. The logo, color palette, imagery, and design should evoke the community it’s representing. For example, a coastal destination with beaches and nightlife as top experiences should feature bright colors and seaside imagery. 

See how our rebrand captured the look and feel of South Carolina’s Hammock Coast.

More Than Identity 

A DMO brand is made up of features and characteristics that distinguish one destination from another and consists of a logo, color palette, tagline, design, visual assets, messaging, and more. It’s important to highlight that a brand isn’t just the visual identity elements. A destination brand includes how it interacts with its target audiences, tone of voice, values, and mission.

Learn how we brought Visit Carmel’s brand to life through visuals and strategy. 

The Story of Your Destination

A DMO brand should transport people into a different world that opens their minds to new experiences and people. A good brand captures the essence of a community—the feeling it kindles in people—and distills it into visuals, values, and a personality. A brand that tells the story of your destination is a DMO’s best way to build an emotional bond with travelers that compels visitations and garners loyalty.

Creative Process: Come Play in our Stylescape Sandbox

Sometimes agencies keep key parts of their creative process behind the curtain. They either want to keep things close to the chest or have a hard time putting their process into words. Madden lets our clients not only peek behind the curtain—we invite them into our creative sandbox with Stylescapes. 

Stylescapes convey the look and feel of brand assets with examples of your brand’s visuals and personality. It’s a tool we use as a creative sandbox to try different concepts or designs using our clients’ brand identities and messaging.

Each Stylescape is a visualization of a campaign concept. We integrate insights from research into the Stylescape concepts, pulling in images and content we know will resonate with target audiences. Inviting the client team to observe and provide feedback gives them an opportunity to be part of creative design and content development, and it allows us to explore design elements like type, color, photography, textures and graphical treatments.

A Chance to Explain Our Creative Process

Stylescapes also give us the opportunity to discuss our creative thinking with our clients, and discuss potential campaign concepts while providing visual cues. For example, we created for a Stylescape to showcase our “G is for Galena” campaign for Visit Galena, which we discuss in detail here

Stylescapes are an open canvas. Processes can sometimes feel templated or cookie-cutter, but we create Stylescapes to specifically give each client a custom creative tool that is unique to their brand. Here is a Stylescape we created for our client Visit Independence:

independene_stylescape_example

As you can see, we pulled in their creative assets and brand elements to give the client an idea of how everything would fit together. With Visit Independence’s brand being more formal and rooted in the destination’s history, we include a sophisticated font, uniform separation of assets, and subtle messaging. 

Campaign Concepting

Stylescapes are also flexible. They give our creative experts the ability to showcase different iterations of campaigns in a single place. Take for example the below stylescape we created for Visit Luzerne County. We showcased different creative assets within seasonal campaigns, repurposing their existing brand standards to show how we would work with their existing brand. 

luzerne_stylescape_spring
Stylescape_example
stylescape_example_luzerne
stylescape_example_winter

Tell the Creative Story

We pair Stylescapes with written narratives to complement the feeling we want our Stylescapes to convey. These narratives add depth to our visuals and showcase the compelling story behind our campaign. For example, below is a Stylescape we created for Lake County, Florida paired with our written narrative outlining the campaign’s big idea. 

lake_county_stylescape_example

You’re in need of a break from it all—the news, the noise, the daily grind. You want to find a nearby escape where you can relax, unplug, embark on adventures and make new memories. Where to go? Lake County, Naturally. 

The “Lake County, Naturally” campaign will highlight the outdoor amenities and natural experiences Lake County offers, from hiking and paddling to golfing and glamping. Each ad will begin with a travel question our audience has on their minds, followed by the answer, “Lake County, Naturally.” The campaign will be targeted to families, couples, and outdoor adventure seekers within a regional drive market of Lake County that includes the Orlando and Tampa Bay metro areas. 

  • Weekend Getaway? Lake County, Naturally. 
  • Hiking Adventures? Lake County, Naturally. 
  • Forest Retreat? Lake County, Naturally.
  • Small-town Charm? Lake County, Naturally. 
  • Scenic Escape? Lake County, Naturally.
  • Best-Kept Secret? Lake County, Naturally.
  • Hitting The Links? Lake County, Naturally.

Come see how our creative process fits into our full-service capabilities.

Transparency and Creativity 

We build Stylescapes into our creative process because they act as a prism— taking that focused beam from research—and expand it into a mosaic of creative concepts and ideas. We believe they lead to better creative campaigns as well, giving our client the ability to weigh in during the creative process and honing our designs in a collaborative space.

Benefits of Working with a Full-Service Agency

Working with an agency is exciting. Whether you’re collaborating on strategy, branding, creative asset development, or media, the collective creativity and expertise between client and partner is fun. Turning that excitement into ROI is another story. That’s where Madden sets itself apart with our full-service capabilities. 

There are a lot of potential agency partners. With so many choices, it might be hard to pick the best partner. Here are ways Madden provides benefits to our partners as a full-service agency.

Full-Service Capabilities

All agencies have areas of expertise and capabilities. Madden has a wide range of tools at our disposal. As a full-service agency, Madden is ideally suited to help our partners as their marketing programs grow. We seamlessly support multiple scopes of work as our clients’ needs change.

There are numerous instances where we began working with a client to support their digital marketing, and then started developing creative assets. Working with an agency able to execute different tasks leads to constant growth. We are able to incrementally expand programs without pausing your marketing efforts. Having a constant agency partner eliminates delays of drafting separate scopes of work, reviewing and selecting multiple agencies, and onboarding several new partners. 

Working with a single agency creates efficiencies and boosts effectiveness. Having different agencies plan and buy your media, create your content, design and develop your ads, and optimize your website, sets up a scenario where your brand messages are unaligned and there’s no confluence of your different marketing streams. Having everything under one roof guarantees integrated marketing strategies and brand synergy. 

Cross-Functional Team

Madden is also a great partner for a narrow scope of work. Our full-service capabilities ensure you will have a cross-functional team providing a variety of domain expertise. Collaborating across focus areas ensures every team member’s insights influence our work. This leads to more effective strategies, more engaging stories, and more enthralling designs.  

Your creative assets will more strongly resonate with people if designers work with media buyers to understand the tactics on which their creative will appear. Your media will compel more conversions if media buyers work with content experts and big picture strategists to hone in on intent-based audiences. The benefits of cross-functional collaboration from a full-service agency go on and on.

Capturing Impact

It’s vital to know how your agencies approach Key Performance Indicators (KPIs). As technology and data platforms continue to evolve, insights into consumer behavior are also drastically changing. KPIs should no longer focus solely on estimated impressions, site visits, or social likes. If your marketing program is split up between different scope of works or separated amongst different agencies, you will be left with an array of disparate KPIs. Each agency will set benchmarks for only their respective scope of work. This means you’ll only be measuring surface-level metrics. You’ll capture what each agency is doing rather than your overall marketing program’s impact. 

As a full-service agency, Madden has its own data intelligence platform, Madden Voyage. The tool makes us the ideal partner to evolve KPIs. We focus on the big picture and impact your work is generating on your community as well as your traditional metrics. Voyage will bring your third-party data into a single, easy-to-use dashboard that highlights actionable insights through intuitive data visualizations. 

Learn more about accessing customized destination intelligence through Madden Voyage.

Efficiencies 

Having a full service agency manage your entire program makes communication easy. There will be no need to manage multiple agency relationships and different workflows. Having one agency eliminates potential miscommunication between agencies or you having to play telephone letting each agency know what the other is working on. 

Working with a single full-service agency also creates budget efficiencies and removes potential duplicative budget lines. For example, having to hold multiple weekly or biweekly meetings with numerous agency partners could cost you two or three times as much as having a single call with your full-service agency to discuss everything. Moreover, by working on multiple projects under the same work stream or repurposing research, a full-service agency partner saves time, resources, and money. 

True Full-Service Agency Partnership

More than anything, you should work with an agency partner that is invested in the success of your organization. An agency that puts people, not their products, at the core of their philosophy and is committed to making a positive collective impact in your community.

The Value of Intent-Based Audiences: Grandma Likes Beer, Too!

Everyone loves vacation. However, vacation means something different to everyone. Some people like to hike, bike, and sweat. That sounds like hell to other people. The reasons why people choose to travel differ. And guess what? Those reasons have nothing to do with how many candles were on your last birthday cake or how fat your wallet is. The 1950s called and they want their marketing strategy back. Use intent-based audiences instead of demographics.

Targeting people by age, race, income, or gender alone isn’t just old-school. It’s ineffective. Building your marketing program around antiquated perceptions of people based on their demographics is a huge missed opportunity. That type of strategy disregards people who would be interested in visiting your destination.

Using intent-based audiences will maximize the visitations. By focusing on WHY people travel, you will reach travelers who travel based on their interests—like beer-loving grandmas.

As a full-service agency, we infuse intent-based audiences into every element of our partners’ marketing. From strategy to creative to media, every element will benefit.    

Successful Strategy

Build your strategy around why people travel. This approach leads to tactics that more strongly resonate. Your storytelling will be more engaging. Your media plan will more effectively reach people. The entire experience will speak directly to the decision making factors of your target audiences—leading to more trust and higher conversions. 

For example, our partner Atlanta CVB wanted their website to have a more personalized experience for their users. We began by analyzing the different reasons people visited Atlanta, and segmenting their target audience into eight intent-based audiences: 

  • Family Vacation
  • Last-Minute Weekend Getaway
  • Off-the-Beaten Path Experiences
  • Culinary Tour
  • Arts and Culture Trip
  • Sports Fan
  • Attending a Conference
  • Meeting Planning

From there, everything we did was built around these eight intent-based audiences. We tailored the site map to these audiences and created content that spoke directly to why they travel. Then, we integrated personalization technology that would recommend content to users based on how their behavior on the website. This strategy led to higher engagement from users:

  • 58% increase in pages per session
  • 30% increase in page views
  • 7% improvement in bounce rate
  • 6% increase in average session duration

Adjacent Advertising

Using intent-based audiences to build out your digital marketing strategy allows you to capture prospective traveler’s attention adjacent to what they are already doing. For example, someone shopping on Amazon for hiking boots would see destination specific hiking ads. The adjacency of the ad to their actions in that very moment improves performances and lowers the interruption threshold that advertising often has.

You can then move from that captured intent to expanding their view of multiple other activities they could engage with in the destination. You grow their intent by connecting them to adjacent intents—hiking and breweries; wine and fine dining with quiet beaches; etc. Once you understand their original intention to travel, the broadening of activities helps encourage travel to the destination during their consideration phase.

Engaging Creative

Your storytelling will be more engaging. Guided by your audience’s interests, you will know what destination attractions to highlight. Your creative assets and content will be tailored to speak directly to people’s travel interests. This compels people to see themselves in your destination. 

For example, our partner Visit Independence was creating a new Paranormal Path campaign. The campaign highlighted three allegedly haunted locations. In the process of developing storytelling for the campaign, we saw an opportunity to create content that would resonate with Visit Independence’s “history buff” intent-based audience. 

We consulted with local historians and created a dynamic blog post that told the real-life stories behind the hauntings. We developed a presentation layer that integrated period photography and old newspaper clippings. This gave readers the ability to investigate the people who inspired the ghost stories. Our work on Visit Independence’s Paranormal Path campaign was awarded a 2020 Gold HSMAI Adrian Award in the integrated marketing campaign category for its overall destination marketing excellence.

Smarter Media Tactics

Intent-based audiences lead to more impactful media buying. Budget won’t be wasted targeting people unlikely to visit. Just because a person seems like they were grown in a lab to perfectly match your target demographics doesn’t mean they will want to travel to your destination. Targeting people by likely to visit is a smarter use of resources. 

For example, our partner Traverse City is located on Lake Michigan. Their destination’s top experiences are related to outdoor recreation. So, we created an intent-based audience that included people in key drive markets who had recently purchased outdoor recreation equipment or showed interest in outdoor recreation based on their online behavior. This audience was then targeted with outdoor recreation specific creative and CTAs—generating over 26,000 attributed room nights during the summer of 2020.

Bigger Impact

Cavemen marketing programs built around demographics alone must evolve. Creating intent-based audiences around the reasons why people travel is more effective and efficient. Developing your strategy around them will lead to:

  • Smarter media tactics that reach people more likely to visit
  • Better leads that cut across gender, race, and age
  • More engaging storytelling that strongly resonates
  • Less wasted budget that was previously spent on targets unlikely to visit

Added together, intent-based audiences drive a higher ROI and maximizes the collective impact your organization has on your community. That calls for cracking a cold one with Grandma!

2020 HSMAI Adrian Award Client Wins

Madden is proud to announce 5 of our clients earned 2020 HSMAI Adrian Awards in recognition of their tourism marketing excellence! The HSMAI Adrian Awards recognize hospitality brands and agencies for creativity and innovation in advertising, digital marketing, and public relations.

Help us give a round of applause to our amazing clients!

  • Visit Independence, MO – Gold award
  • Discover Atlanta, GA – Silver award
  • Go Lake Havasu, AZ – Silver award
  • Discover Crystal River, FL – Bronze award
  • Tampa Bay, FL – Bronze award

“Haunted Independence” – Paranormal Path

Visit Independence received a Gold award in the Digital Marketing – Integrated Market Campaign for Consumers B2C category. This campaign was built around the Paranormal Path Tour of Vaile Mansion, Bingham-Waggoner Estate, and the 1859 Jail, Marshal’s Home & Museum.

The goal was to pay homage to the destination’s history while differentiating Visit Independence from its competitors and creating an attraction for a niche audience that had not previously been interested in visiting the area. Madden’s Creative and Content team crafted eerie, cinematic videos that paired spooky visuals from the properties with creepy voice-overs from the perspective of the ghosts that some believe haunt the locations.

Madden then ran a combination of paid digital advertising strategies to target drive markets, intent-based, and affinity-based audiences interested in paranormal related subject matter. The Paranormal Path was a giant success both quantitatively and qualitatively — exceeding all KPIs and generating high engagement and enthusiasm from visitors and social media users.

Make sure to check out the landing page below which includes all the other haunted videos.

DiscoverAtlanta.com

Atlanta Convention & Visitors Bureau won a Silver award in the Digital Marketing – Web Site category for its innovative work on their website relaunch. Discover Atlanta partnered with Madden to replace its MarTech platform to position it for future digital channels and integrate natural language processing (NLP) to recommend articles to visitors for a more personalized experience. Together we created a new website that drives inspiration and generates engagement with its focus on design, detailed key audiences, storytelling, diversity and inclusion, and automatic tagging and categorization.

Go Lake Havasu – “Find Your Element”

Go Lake Havasu won a Silver award for it’s “Find Your Element” Brand Campaign in the Digital Marketing – Integrated Market Campaign for Consumers B2C category.

Go Lake Havasu was looking for a brand refresh and the Creative team at Madden went to work by elevating their brand with a new, integrated brand campaign titled “Find Your Element in Arizona’s Playground.”

This aspirational theme was pulled into multiple components including TV commercials, a wide range of digital ads, and a robust website content strategy to drive consumers down the purchase funnel and generate maximum engagement and visitation.

The media strategy used both network TV (generating 7.2 million impressions) and a series of digital media tactics to target select groups.

Discover Crystal River – “Step Into Awesome”

Discover Crystal River won a Bronze award for it’s “Step Into Awesome” Brand Campaign in the Digital Marketing – Integrated Market Campaign for Consumers B2C category.

Crystal River, Florida is fortunate to have one of the most amazing yet fragile natural assets that any destination could wish for—manatees. Our charge was to continue to position Citrus County and Crystal River as the Manatee capital of the world through not just marketing, but through education, conservation, and protection of the manatee for generations to come.

We set out to highlight the emotions travelers feel in the destination. We developed visuals of the one-of-a-kind experiences Crystal River offers—delicious food, up-close manatee interactions, world-class fishing. These experiences were brought to life through thrilling video, inspiring photography, and dynamic blog content.

We deployed an omni-channel marketing strategy to promote the “Step Into
Awesome” brand during different stages of the Traveler’s Journey and to create an integrated brand ecosystem. This included display ads, social ads, dynamic blog posts, online video ads, and television ads.

Visit Tampa Bay “Florida’s Most” SEM Campaign

Visit Tampa Bay won a Bronze award in the Digital Marketing – Search Marketing Strategy category.

To help drive visitors to the Tampa Bay market, increase hotel revenue, and drive attraction ticket sales, Madden Media and Visit Tampa Bay developed a SEM strategy of building intent-based audiences to target with SEM tactics. This strategy included targeting prospective travelers with a first touch based on interest, intent, geography, search history, and other indicators of being a potential traveler. Based on how users interacted with the first touch, Madden created intent-based audiences, which were then leveraged for a second touch. Users interaction with that second touch was used to further develop additional audiences to target with specific calls-to-action through SEM.

Madden Media and Visit Tampa Bay leveraged data from two key sources to inform our SEM campaign, UberMedia human movement data and original research from Visit Tampa Bay’s bi-annual traveler surveys.

Results: Calendar Year January 1, 2019 – December 31, 2019

  • Over 500,000 clicks (34% YOY increase)
  • 12.6% click through rate (14% YOY increase)
  • SEM accounted for 20% of VisitTampaBay.com’s overall website traffic (25% YOY increase)

 

2021 Destination Marketing Trends

As you create and execute your 2021 campaigns, these are the marketing trends to keep in mind. Madden is always happy to talk strategy, provide insight, and share recommendations with our tourism partners. Above all, these are the seven trends we’re keeping an eye on this year.

Marketing Trend #1: Vaccination Availability = Spike in Travel

This marketing trend is pretty straightforward—as more COVID-19 vaccines become available, more people will travel. Google recently reported that keywords such as “hotel booking app” and “travel to” have increased 100% YOY. Similarly, in January 2021, Destination Analysts reported that “just under half of American travelers expect to travel for leisure in the next three months.” Many destinations have been waiting for travelers to pack their bags, but are they prepared for a sudden increase in visitors? 

What you can do right now

  • First, invest in marketing for 2021 leisure travel considerations amongst existing audiences.
  • Second, grow new audiences with high-intent and pent-up demand using awareness and inspiration tactics.
  • Third, make sure your partners continue to promote safety measures and keep travelers informed.

Marketing Trend #2: Inspiration Tactics Continue to Climb

Travelers are starting to think about trips they want to take in a post-COVID world. Conversion is important, but shouldn’t be your only focus. Travelers continue to be open to vacation inspiration, providing DMOs the opportunity to target new audiences. In addition, inspiring content establishes awareness and replenishes brand audiences for future marketing efforts. Above all, Madden partners who are providing vacation inspiration are seeing stronger results than those investing primarily in conversion tactics.

What you can do right now

Invest in highly visual channels such as:

  • CTV
  • YouTube/TrueView
  • TV
  • Social Ads 
  • Google Discovery Ads
  • OOH

Marketing Trend #3: Foundational Recovery Tactics Reach Key Targets

Your 2021 foundational marketing tactics need to reach prospective travelers through the channels they’re responding to the most. For example, we’re seeing:

  • More Screen Time: Since shelter at home orders began in 2020, Nielsen reports that consumers are spending 60% more time streaming videos, reading digital content, and scrolling through social media. Provide the distraction and inspiration they’re looking for by advertising on key platforms and creating storytelling content.
  • More Print Consumption: Working from home on top of increased screen time means more consumers are looking for a break from blue light. However, printed magazines offer an entertaining escape, giving destinations the opportunity to connect with travelers via direct mail or national/regional publications.
  • More Email Engagement: Consumers have had 20% stronger open rates following the pandemic. Reach leads directly in their inboxes and show them what you have to offer. Grow and nurture owned leads as your destination recovers.

What you can do right now

Consider these tactics for your media mix:

  • Search & Social: SEM, SEO, Facebook, & Instagram
  • Online Content: Owned, Paid, Earned
  • Streaming: CTV, Samsung
  • Email: Owned, Paid
  • Print: National and Regional Travel and Lifestyle Magazines 

Marketing Trend #4: Outdoor-Focused Keywords in Website Content

Now’s the time to build fresh content to be there for continued trending searches and discovery of anything related to outdoors, road-trippin’, or supporting local businesses. Similarly, travel searches such as “weekend getaways,” “day trips from,” “weekend trips,” “lake trip,” and “vacations near me” are starting to rebound after an unprecedented drop in March 2020. In addition, consider these trending keywords:

  • outdoors
  • camping
  • rv rentals
  • ski condos/cabins
  • boat charter
  • regional parks and gardens
  • fishing boats
  • kayaks
  • road trips
  • staycations
  • local businesses

What you can do right now

  • Start by adding new content to your site that heavily focuses on trending keywords related to your destination.
  • Next, read our COVID-19 Website Strategies blog post for additional strategies.

Marketing Trend #5: The Buzz Surrounding Sequence Targeting

This destination marketing trend is near and dear to our hearts. Sequence targeting allows you to tell a progressive story with your ads. Typically this is done through adding some variety to your video marketing. For example, you can tell your destination’s story across multiple video ads to nurture curiosity and for stronger brand recall.

Sequence targeting reduces ad fatigue. Using different visuals to tell your story across CTV, YouTube, and social ads keeps audiences interested in your message. Another benefit of this strategy is that you can promote a consistent brand message across multiple channels. With new audiences established in awareness and inspiration, you can continue the conversation to promote consideration in remarketing.

What you can do right now

  • Create a miniseries of ads for rotation so consumers don’t see the same ad creative at each touchpoint.
  • Meanwhile, avoid reusing the same singular ads across all channels—add a variety of image and messaging combinations.
  • Brainstorm ideas for a video shoot that will tell a progressive story. Think about how to make a greater impact using shorter ad spots that encourage action.

Marketing Trend #6: Consumers are Looking for Amazing Digital Experiences

To better capture the attention of key audiences, you need to deliver great UX across all of your marketing efforts. In other words, the brand digital experience has become more important than ever.

What you can do right now

  • Make incremental website improvements to better engage with consumers. For example, this could mean virtual tours, quiz-style content, new animations, or interactive elements. Check out our case study on Next Generation Destination Websites for more ideas.
  • Brainstorm creative ways to approach standard marketing tactics. How can you better showcase your brand’s personality on social media? Can you think of a new way to utilize HTML5 ads?
  • However, don’t forget about event planners! Use this time to create videos, share photos, and provide visual resources.

Marketing Trend #7: Meetings Marketing = Slower Recovery

While leisure travel is slowly gaining momentum, meetings travel will take longer to recover from the pandemic. Consequently, we’re seeing small group in-person meetings planned for Q3/Q4 of 2021 in addition to larger virtual meetings.

Major hotel brands project mid to late 2022 as the return of bigger group settings. According to a survey completed by iMeet, “at the start of the year, more than half of planners (56%) have RFPs in progress.” As a result, “85% of planners have at least one future face-to-face meeting booked or contracted.”

What you can do right now

  • First, don’t stop your meetings marketing despite this slow recovery—2022 will be here before we know it. Given how far in advance large meetings are booked, your team should be preparing and selling now.
  • Second, build up your meetings content to showcase your commitment to providing safe environments for meeting planners and attendees.
  • Third, review your RFP process and documentation and find opportunities to make contacting your team easier.

What Should You Do First?

We’ve discussed a bunch of strategies and action items to help you capitalize on 2021’s destination marketing trends. However, we’ve provided our recommended priority list:

  1. Update your site content
  2. Refine visitor’s website experience
  3. Increase inspiration across all channels
  4. Promote small group meetings
  5. Focus conversion tactics on road trip audiences

Madden’s destination strategy experts are ready to chat about any of these marketing trends. Please reach out to our team with any questions.

Own Your Data: Prepare for the Death of Cookies and Other Privacy Changes

Privacy changes are making it harder to rely on third-party data. Destinations must adjust their marketing strategies in response to the death of third-party cookies and other new privacy policies. It’s time to optimize your marketing strategy toward leveraging your own analytics by collecting your own first-party data. 

Data privacy changes have been incrementally put into practice over the years. The GDPR implementation in 2018 marked a major milestone for user privacy regulations, and since then, more policy changes have gone into effect. This year brings with it two big changes: iOS 14 privacy updates (implemented in January) and Google removing third-party cookies from Chrome (coming later this year).

Destinations will still be able to leverage their existing analytics provided by first-party cookies, such as Google Analytics and Google Ads global site tag. However, the iOS 14 updates and the removal of third-party cookies will have a major impact on destination marketing. Madden’s media experts recommend destinations take the following steps to ensure your marketing impact is not suppressed. 

Understand the Digital Marketing Effects

In order to respond to these changes, destinations must first know how privacy changes will affect their existing marketing programs. 

Smaller Remarketing Pool

Third-party cookies going away means website visitors who were previously moved to a remarketing pool from third-party pixels or trackers will no longer be captured. The iOS 14 updates also mean if users opt out of having their data collected on the Facebook App, they too will no longer be moved to a remarketing pool. However, you will still be able to retarget users from your first-party data. 

Vague Lookalike Audiences

The practice of creating lookalike audiences from third-party data will be less precise.Third-party cookies will no longer capture website visitors or users who opt-out of having their data collected. This means your lookalike audiences will be based on incomplete data if they are solely created from third-party data. 

Less Understanding of Targets

Data collected from third-party cookies enable destinations to understand their target audiences’ interests and behaviors. This creates the opportunity to deliver tailored messages that are more likely to resonate. Without that data, destinations are left in the dark about their targets’ specific interests and unsure whether messages are compelling them to visit. 

Decrease in Reported Conversions

While your tactics will be driving users to your website, your tracking will no longer capture all related metrics. It’s important to know that it is not necessarily a reflection of ineffective tactics. The decrease will likely be due to users opting out of having their activity data captured.

How to Respond to Privacy Changes

It’s not all doom and gloom. There are things you can do ahead of these updates to counter any potential negative impacts. Destinations must rely on more first-party data. Here are ways to optimize your strategy towards generating leads and respond to privacy changes. 

Integrate Lead Generation on Your Website

Having users opt-in and share their data will garner more robust leads for your organization. By including pop-up banners, calls-to-action, or always-on lead forms on your website, you can collect first party data and build up your own database. Destinations should also look to optimize these tactics by conducting A/B tests and determining which methods and messages most effectively generate leads. 

Develop a Smarter Database

How valuable is the data in your database? Is all the information accurate? Do your leads actively engage with your content? Do you have detailed information about your leads’ interests? These are the types of questions your team should ask when scrutinizing its database. If your leads don’t provide your team enough information to execute targeted marketing tactics, then you must adjust your lead generation strategy to cultivate more detailed leads.

It’s not enough to collect names and email addresses. Your lead generation tactics should make clear to users that you’re asking for their information so you can send content they find relevant. This means collecting information about why they like to travel, their desired experiences, and what they look for when deciding which destination they visit. At the same time, it’s important not to ask too many questions—especially open ended questions—in a single form. Users tend to opt out if forms are cumbersome and time consuming. You can always use information from one always-on form to send additional surveys or follow up forms to users via email. Your strategy should aim to build relationships with your targets.

Leverage Emerging Technologies

DMOs, CVBs, and other destination marketing entities are not the only organizations that are responding to privacy changes. Google is actively working with its clients to find innovative solutions like Federated Learning of Cohorts (FLoC) and FLEDGE to provide privacy-preserving alternatives for reaching audiences. 

Equipped with Your Own Data

While the death of third-party cookies and privacy policy changes will affect destination marketing strategies, there’s no reason it should cause disruption. By putting the above strategies into practice, destinations will be able to better inform decision making and compel their target audiences to visit. The insight derived from managing your own database and generating quality leads will also enable a more effective omni-channel approach. 

While privacy policies primarily affect paid digital making tactics, the adjustments your organization makes in response will benefit your entire integrated marketing strategy. The quality data you collect will feed into every tactic and result in more effective content marketing, organic social, landing pages, and messaging. For this reason, destinations should not view these privacy changes as an obstacle to overcome, but as an opportunity to evolve your marketing efforts. 

How iOS 14 Privacy Changes Impact Your Facebook Marketing

Apple’s and Facebook’s advertising platforms are ubiquitous for DMOs. New iOS 14 privacy changes and their effects on Facebook marketing will put limitations on the ability to track ROI on Apple devices. And while this update is still new and Facebook is still developing solutions, we will help you through it. 

Also read our latest insights about how iOS 15 privacy changes impact your email marketing.

What’s Changed?

Data Nutrition Label

All apps must submit information about their app’s data collection practices.

Tracking Transparency Prompt

App Store apps, including Facebook, must ask users for permissions to track them across third-party apps and websites.

Tracking via App/Browser APIs

Facebook and other platforms will need to use a new framework that restricts, aggregates, and delays event reporting.

Conversion Window

There will now be a seven day delay on attributions. 

What’s the Impact?

Reporting metrics will be more limited. This will lead to under-reporting on metrics. 

 If users opt-out of having their data collected, advertisers will have limited access to data on conversion events. For example, web traffic from the Facebook app to an advertiser’s website will no longer be captured if the user has opted out. Advertisers will also be limited to tracking eight conversion events.

Advertisers should prepare to:

  • Operate and define the priority of a maximum of 8 Pixel events per domain
  • Anticipate changes to attribution windows and update automated rules if necessary
  • Prepare for attribution window changes (deprecation of 28-day click-through, 28-day view-through, and 7-day view-through windows)
  • Identify campaign optimization strategies that may require testing such as alternative audience options or different bidding strategies

How Does This Affect DMOs?

Expect a Decrease in Events and Reported Conversions

While the changes will lead to fewer conversion events being captured, it’s important to know that it is not a reflection of ineffective tactics. The decrease will likely be due to users opting out of having their activity data captured.

Smaller Remarketing Pool

When users opt out of having their data collected on the Facebook App, it creates a smaller pool of users advertisers are able to target with remarketing ads. 

(Maybe) Fewer Conversion Metrics

Advertisers will be limited to tracking eight conversion events on the Facebook app. DMOs don’t typically have that many conversions events, as this change is more specific to e-commerce advertisers. However, DMOs will have to streamline their tracked conversion events if they currently have more than eight they measure. 

How Should DMOs Respond?

Claim Your Domain

The first step Facebook recommends is claiming your domain on Facebook Business Manager.

Install Facebook’s Conversion API 

Released last year, this is designed to replicate much of the functionality of the Facebook PIXEL for tracking and measurement, except it is server-based rather than browser-based. Facebook recommends leaving both the browser-based pixel installation and Conversion API installed and let Facebook remove duplicates. 

Install Server-Side Tag Management

Clients that have a tag management solution to manage their pixels and additional scripts for their website, like Google Tag Manager, should consider server-side tag management.

Optimize Your Strategy

Earn the Opt-In 

Earn users trust and get them to opt in to having their data collected. Communicate that users’ data gives you the ability to create an engaging experience tailored to their interests. Be respectful and protective of their data—never misuse or share data with third parties. 

Review Existing Goals and KPIs

Don’t set yourself up for failure. Do not maintain existing KPI benchmarks or goals based on hitting certain thresholds in metrics that will be impacted.

Create Organic Strategies

Capturing metrics from paid tactics on Facebook will be more challenging. Rethink how you are using the platform and strategize ways to increase organic engagement.

Omni-channel Approach

Digital channels will remain at the forefront of media plans, but DMOs should also look to leverage traditional, out of home, and SEM tactics to complement their strategy. DMOs should also include PR and content marketing to ensure a holistic media approach.

Continue to Communicate Impact

While Facebook’s engagement metrics might go down due to the privacy changes, we know our partners’ impact is not decreasing. Destinations must evolve their KPIs to move beyond traditional campaign metrics. 

Madden provides our partners with destination intelligence modules that include data on visitations and tourism-related revenue. Your work has always been more than clicks and impressions. You should align your measurement program to capture impact metrics like visitors from key markets, hotel tax revenue, and in-destination spending. This approach will create a more holistic measurement strategy. 

Madden is helping our partners through this transition, and is standing by to help assist any DMO evolve their digital marketing programs to respond to the new iOs 14 updates. We’re here to work through ongoing media changes and optimize reporting to keep proving your organization’s value.

Read more about how to develop your Facebook marketing strategy.

Reimagine Leisure Tourism Marketing in the COVID-19 Era

National Plan for Vacation Day (January 26, 2021) marks the annual day DMOs across the country can encourage travelers to plan their next trip and consider their destinations. This day is about consumers planning for future travel. DMOs should look to spark travelers’ imaginations by reimagining their leisure tourism marketing. This ensures their communities will be top of mind when people plan their next trip during the era of COVID-19. 

We all need something to look forward to this year. Right now, people are dreaming of their next vacation, looking forward to seeing friends and family, and thinking of their first trip once they are ready to travel. This is a prime opportunity for DMOs to guide their audience decision making and drive visitations to their destinations.

So, how can DMOs reimagine their marketing strategies during the pandemic while promoting National Plan for Vacation Day to compel leisure travelers to visit? Madden recommends these three ways DMOs can reimagine their leisure marketing strategies.

Target Remote Workers

Many people are no longer working in an office. Freed of the requirements of physically being in a specific location to work, people are now able to work remotely. Many are working from home while COVID-19 persists, but they also have the ability to work in destinations around the country.

DMOs should promote long-term rentals, incorporate messages encouraging the ability to work remotely from their destination, and target urban drive markets where remote workers are more prominent. Integrating tactics like these into your strategies will compel people to consider your destination as a place to stay for an extended period of time for both remote work and relaxation when they are off the clock.

Promote Outdoor Experiences

Our data analysis of traveler behavior during 2020 shows people are more likely to visit a destination to experience outdoor activities. Whether it’s because people feel safer outdoors or need a change after isolating in their homes, travelers want to get outside. 

DMOs should promote outdoor experiences in their leisure tourism marketing. Madden has helped partners adjust their strategies to create immersive storytelling to highlight outdoor activities and emphasize outdoor imagery in their creative asset libraries. Spotlighting a destination’s spacious outdoor activities will help compel visitations from visitors wanting to get outside and make people feel comfortable traveling to your destination.

Reflect the Real World

It is unclear how long we will be living in a COVID-19 dominated world. Destinations should make plans to integrate our current pandemic culture into their marketing strategy. While vaccines are beginning to be distributed, it’s likely that public health will remain on the top of people’s minds for an extended period of time. It’s important to keep marketing messages grounded in the real world to ensure they resonate with your audiences. 

DMOs should make sure their marketing reflects the real world. For example, some of our partners have done photo shoots with talent wearing masks so people can see themselves safely visiting their attractions, restaurants, and community. It doesn’t make sense to invest resources in storytelling or creative assets that create a dissonance between what you’re promoting and public health best practices. For example, it makes more sense to include tactics that promote activities that have a lower risk of spreading COVID or the best takeout restaurants rather than building campaigns around large events or activities that include crowds. 

While living with the pandemic has become our new status quo, destinations can still make the most of National Plan for Vacation Day. By leveraging the three recommendations mentioned above, DMOs can effectively promote their communities and compel people hesitant of traveling to consider planning a visit for the future. 

Read more about Madden Media’s COVID-19 resources for DMOs here.

Linear vs. Streaming: What’s Your Strategy?

Sheltering at home in 2020 brought on a huge boost in video and television consumption on traditional linear networks and streaming services. In March, April, and May of 2020, we saw a large number of consumers paying more attention to traditional TV, streaming TV, and the web by 40%. As destinations develop their marketing strategies for 2021 and beyond, it’s important to consider the benefits and challenges found in linear and streaming services. To help you determine the right balance to accomplish your goals, we’ve compiled a quick analysis.

Let’s Start With the Basics

When you’re comparing linear vs. streaming for your strategy, it helps to know the difference between them.

Linear viewing refers to the traditional television model where consumers watch content that the provider presents. Linear advertising can also mean Connected TV (CTV) and Over-the-Top (OTT) options. The user watches a video and is served a banner ad or another video. The platform or network selects content, creating a passive viewer experience. Another challenge comes from DVR services that allow the viewer to fast forward through or skip ads on recorded programming. 

Streaming gives the viewer control of their experience. They choose what they want to watch on demand and can start, pause, rewind, and fast forward content. The streaming model is now the preferred method of watching television for consumers. Time spent streaming surpassed linear viewing in 2019 and has continued to increase over time.

Benefits Comparison

Linear content consumption has been around for a long time and is familiar for users. Decades of data are available to understand the demographics of viewers on different networks. This data shows how to best engage consumers with advertisements. One way to boost linear ad engagement is to purchase spots during the morning or evening news. This is when viewers are more “tuned” into the program and less likely to skip or miss ads. However, the lack of consumer control is the primary downfall of linear viewing. Some consumers flip through channels rather than watching ads. Others change the channel to avoid watching commercials. Many don’t want their viewing experience dictated by the provider. 

Streaming services allow the consumer to choose what they watch at any time and creates several key benefits to advertisers:

  • As noted in a recent Think With Google Article, “According to a Google-commissioned Nielsen study, YouTube reached more adults ages 18 to 49 in the U.S. than all linear TV networks combined in March 2020.”
  • When comparing the average time spent streaming in Q3 of 2019 to Q3 of 2020, Samsung reports a 43% increase year-over year and anticipates continued growth. 
  • Promotion on streaming services means advertisers are reaching an audience that can easily be tracked. While some streaming ads are not clickable, it’s still possible to capture view-through traffic. Some platforms can pair an ad viewed through streaming with a website visit, providing evidence proving ad effectiveness. 
  • Subscriptions within streaming platforms have concerned advertisers who feared they’d be unable to reach a majority of users. However, ad-supported video on demand (AVOD) is the fastest growing viewing platform. While there are plenty of subscribed users who opt out of ads, a majority of streaming service users have a free account where they are served ads. Trends show AVOD reaches more viewers than linear. AVOD is also growing faster in average time spent than subscription video on demand.

What Does This Mean For Your Strategy?

Unsure whether to include linear or streaming ads in your strategy? Consider who you’re trying to reach. Does research show that your ideal audience tends to watch certain networks or types of programming? Do they use mobile devices to consume content or is television their go-to? If you’re unsure, consider investing in a Visitation Intelligence Report or deeper analysis to define your audience. 

To reach a wider audience, advertising on both streaming and linear services is your best option. Customize the ad type and messaging to connect with distinct audiences on different platforms while maintaining a cohesive brand voice. An ad on traditional network television should be crafted with that format in mind and not used interchangeably with ads built for streaming services.

As more consumers shift to streaming platforms, your budget should transfer accordingly. Samsung reports that:

  • Streaming commands 63% of consumer viewing time and is expected to follow the same trend. 
  • 75% of Samsung viewers spend 87% of their time streaming vs 13% watching linear programming. 
  • Advertisers who continue to solely invest in traditional linear advertising are missing 7 in 10 viewers

Let’s Bring it All Together

Three key linear vs. streaming takeaways:

  • Advertising within streaming and linear services provides brand lift. They should be used in tandem with other tactics that guide the consumer toward consideration and conversion. Your goal should be to increase brand awareness and ad recall across multiple channels, not rely solely on these ads to drive visitation.
  • Deliver impressions that inspire, spark imagination, and encourage the viewer to seek out additional information about your destination. Tailor your brand message to the platform your ad appears on.
  • While linear advertising is still valuable to reach particular audiences, destinations need to consider the audiences they aren’t reaching if they don’t incorporate streaming. All signs are pointing toward streaming services becoming the primary placement to reach consumers while they watch TV.