Cliched Tourism Destination Marketing Messages in the United States

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Cliched Tourism Destination Marketing Messages in the United States

Fifteen words and phrases that are considered overused or cliched in destination tourism marketing have been curated and presented below. In addition to this, we have also provided three case studies of effective marketing campaigns by tourism destinations in the United States in the past two years.

Overused Words and Phrases in Destination Tourism Marketing

Case Studies of Effective Marketing Campaigns by Tourism Destinations in the United States

CASE STUDY #1: Travel Oregon — ‘Only Slightly (More) Exaggerated’

Destination

The agency that developed the marketing campaign

Description of the Campaign

  • The Travel Oregon — Only Slightly (More) Exaggerated 2019 marketing campaign was a follow up to Travel Oregon — Only Slightly Exaggerated campaign that ran in 2018. The campaign made use of animation and according to the Medium it appears to be inspired by the works of Studio Ghibli.
  • A post from Wieden + Kennedy website stated that it is not easy to capture Oregon's beauty in just pictures. Therefore, they opted for an animated film to showcase Oregon’s beautiful mountains and lakes as a way to “capture the magic and emotional experience of visiting Oregon beyond traditional travel films and images.”
  • The almost two-minute video showcases different experiences, adventures, and locations that one can visit across the state. The video features a cast of “animated human characters, native flora and fauna, and new fantastical beings, including mystical cloud-people and a sea-stack creature, to name a few.”
  • Oregon’s Neskowin ghost forest, dunes, hot springs, caves, Sandy River Delta, clear lake, and Steens Mountain are some of the locations showcased in the marketing campaign that are portrayed in a whimsical and Disney-like manner.

Links to Related Media Showcasing the Campaign

Effectiveness of the Campaign

  • According to Psyop, the Travel Oregon — Only Slightly Exaggerated campaign received more than “10 million views worldwide, with 85 percent of the views being organic” They are yet to publish the success of the Travel Oregon — Only Slightly (More) Exaggerated.

CASE STUDY #2: Nebraska “Honestly, It’s Not For Everyone”

Destination

The Agency that Developed the Marketing Campaign

Description of the Campaign

Links to Related Media Showcasing the Campaign

Effectiveness of the Campaign

  • According to VisitNebraska.com, since the campaign was launched, they witnessed an increase in travel guide requests, lodging tax collection, website traffic went up by 43%, and they even started to get frequent requests for mugs and t-shirts although the state’s major travel season was still months away.
  • Nebraska Tourism also received a 2019 Mercury Award at the Educational Seminar for Tourism Organizations (ESTO) after the campaign won the best Branding and Integrated Marketing Campaign.
  • Additionally, within two years, Nebraska has also moved up three positions in the 2020 Portrait of American Travelers which ranks travel desirability.
  • The Independent also reported that the campaign not only made people talk but also made people visit Nebraska and communities such as Grand Island.

CASE STUDY #3: California: Dream Big

Destination

The Agency that Developed the Marketing Campaign

  • The California Dream Big video series is created by the Matador Network. However, the series of dream big videos on Matador's website are from 2010 to 2014 because the campaign dates that far back. We were not able to ascertain if they are still the agency in charge of developing the series or if it was taken over by a new agency.

Description of the Campaign

  • According to the Matador Network, California inspires big dreams in not only the people who stay there but also travelers and with this in mind they came up with the Dream Big series to showcase culture, travel opportunities, influencers, artists, and epic landscape among other things that make California the place to dream big.
  • In addition to using artists and influencers among other brand ambassadors in pushing the dream big series, Visit California also put the Dream365 video series on its website and visitors can stream to get a taste of what they would experience if they visit.
  • The videos are also classified into themes such as outdoor, dreamscapes, culinary, family, and luxury among others and they even have a 360 degree VR component for the Lassen Volcanic National Park among other featured attractions.

Links to Related Media Showcasing the Campaign

Effectiveness of the Campaign

  • We were not able to get hard data on how successful Dream Big has been but the campaign has been named as one of the most memorable destination tourism campaigns of 2019 by sources such as Tourism Nerd.

Research Strategy

To get the list of overused words and phrases as well as compile some case studies of effective marketing campaigns by tourism destinations in the United States in the past two years, we conducted thorough research using credible and publicly available sources such as Tourism Nerd, Econsultancy, Destination Development Association, and Big Seven Travel among others. From the information provided by the sources we used, we were able to compile the list of the aforementioned.


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