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  • Writer's picturewarthphilip

The Perfect Blend: Bridging Traditional Marketing with Influencer Marketing

In today's digital age, the power of destination marketing has been revolutionised through the use of influencers combined with traditional marketing strategies. Influencers, with their large and engaged followings on social media platforms, have the ability to reach a broad audience and create authentic connections with potential travelers. By partnering with influencers who align with the destination's image, local and international target audiences, destination marketing organisations can leverage their reach to showcase the unique experiences and attractions their location has to offer.

Traditional marketing methods, such as print ads, TV commercials, and billboards, still play a crucial role in reaching a wider audience and establishing credibility for a destination. When combined with influencer marketing, these traditional strategies can amplify the message and create a cohesive marketing campaign that resonates with travelers at every touchpoint while adding multiple touch points across multiple platforms. By integrating influencer content into traditional marketing channels, destinations can create a multi-faceted approach that appeals to a diverse range of audiences.

During the pandemic, 19zero3 was bought on to assist a multi tier million dollar marketing initiative for Whitsundays Tourism. Our approach was innovative and successful, by blending an airline partnership with the local tourism body and local operators along with traditional marketing through a series of television and radio commercials all while leveraging a local influencer with a substantial following of 1.4 million, we were able to pivot Tourism Whitsundays advertising demographic to a wider local audience but also generated international exposure swiftly and on a larger scale compared to other costly methods. The combination of these strategies proved to be a winning formula in navigating the challenges posed by the pandemic and ensuring the continued growth and visibility of Whitsundays tourism.

The synergy between commercial content and influencer-generated content can result in a more compelling and engaging campaign that connects with consumers on a deeper level. User-generated content, allows for a more diverse and creative range of material that can complement the campaign across the platforms. This type of content is seen as more genuine and spontaneous, showcasing real experiences and interactions while the commercial content delivers brand messaging and commercial outcomes aligned with the strategic objectives of the organisation.

Ultimately, the power of destination marketing through influencers combined with traditional marketing lies in the ability to create a seamless and compelling narrative that inspires travelers to visit a destination. By harnessing the authenticity and reach of influencers and the credibility of traditional marketing channels, destinations can effectively showcase their unique offerings and attract visitors from around the world. This integrated approach not only drives awareness and engagement but also fosters long-term loyalty and advocacy among travellers, solidifying the destination's position in the competitive tourism market.

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