Eliciting Awe

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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
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

North Denmark

Description
Strategy
Metrics

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
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Eliciting Awe: Case Studies

Visa's awe-inspiring workplace design and Base Hologram company's tech-based holographic entertainment are two examples of companies that have successfully used experiences that have inspired awe in people.

Visa

Base Hologram


Sources
Sources