Part
01
of two
Part
01
Eliciting Awe
Some strategies for inspiring awe in spectators or visitors at an event or tourist destination include beautiful natural scenery, scavenger hunts, social media campaigns to boost engagement, and road trips.
Columbia
Description
- Columbia was promoted in Times Square in New York City by a celebration of its unique culture and fun activities to do in the country. An interactive billboard allowed people to engage with the event, which included the Grammy winner Fonesca and the coffee mascot Juan Valdez.
Strategy
- This strategy revolves around social media engagement and creative ways to win prizes. Awe was generated by exhibiting aspects of Columbian culture (source 2). For example, humpback whale watching was a key feature of generating awe as well as a trip through the "Coffee Route" and its associated culture.
Metrics
- People interacted with the billboard and voted for the best engagement by those who participated. Daniel Reyes, Columbia County's director of communications, viewed the event as a success.
New Mexico - Catch the Kid
Description
- To promote tourism to its state and staycations, New Mexico held a summer-long scavenger hunt for a "criminal" with a chance to win $10,000.
Strategy
- Catch the Kid promoted tourism and awe within the state by fostering traveling around New Mexico. Admiration was generated by tourists and citizens exploring aspects of New Mexico they never encountered before. The state was never high on tourist destinations, so the idea was to show awe-inspiring locales around New Mexico, such as the New Mexico State Fair where the event concluded.
Metrics
- Participants from across the state participated in trying to catch Billy the Kid (the criminal). Participation involved traveling throughout the state and engaging with social media.
North Denmark
Description
- North Denmark promotes its natural beauty and highlights its many sights and destinations.
Strategy
- Awe can be inspired by promoting natural beauty and tranquility. Denmark has beautiful natural sights such as the Rubjerb Knude, Grenan, Rabjerb Mile, and Aalberg.
Metrics
- Visits to Denmark by tourists have been rising since 2007.
Brand USA - Road Trips
Description
- Brand USA's "Road Trips" is designed to inspire awe in travelers and potential travelers to the United States. Brand USA hosted road trips with travelers and influencers whose posts were published on social media in real-time.
Strategy
- Road trips are an American staple, and "Road Trips" generated awe by showing off the beauty of the United States as a destination. Participants and observers were able to see the varied landscape of the United States beyond the stereotypical tourist destinations.
Metrics
- Outsider viewers watched the full videos 3 million times and 2.8 million photos were viewed.