THE SECOND COMING OF THE CELEBRITY TOURISM AMBASSADOR

At one time or another most DMO executives and their local partners have considered enlisting the services of a celebrity (however defined) native son or daughter to pitch their destination. “They’ll do it and they’ll do it for free because they’re from here” are the typical expectations.

My experience has been:

  • Most don’t want to do it because they don’t want to look like they can be bought to pimp a destination.
  • They’ll do it but want BIG money to do as little as possible…and only if/when they feel like it.
  • Be careful what you wish for. Hitching your carefully cultivated and managed destination brand to a paparazzi target (remember “Snookie”?) that uses twitter as a weapon of mass destruction just might cause more damage than you’re able to clean-up.

This paradigm would now appear to be changing. It seems that some high profile destination brands have decided that the risk and investment in a celebrity tourism ambassador are worth it in order to take their brands to new levels of affinity as the competition for attention and revenue continues to escalate:

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New York City (Taylor Swift): The Big Apple hired her even though she’s not a native daughter nor does she live there. She does have over 70 million Twitter followers however. Perhaps it was “brand defense” given The Donald’s continued reference to his NY heritage.

 

ThorAustralia (Chris Hemsworth): Tourism Australia hired him to follow in the steps of perhaps the world’s most famous tourism ambassador, Paul Hogan. To a whole generation of travelers and more, Crocodile Dundee was the embodiment of all things Australia. It will be interesting if consumers come to associate Mr. Hemsworth as much with Australia as they already do with Asgaard.

Josh DuhamelNorth Dakota (Josh Duhamel): North Dakota is one of the US’s least visited states and its most widely-known story-line of late involves a wood-chipper in the academy award-winning movie Fargo. Hiring native son Josh Duhamel to tell tales from the “Peace Garden State” appears to be working with a reported 20% increase in visitor guide distribution during 2015. No word on his impact on wood-chipper sales.

_83389027_640Tokyo (Godzilla): The appointment of Godzilla will have boomers reminiscing about their exploits at drive-in movies but I am not sure how it extends the Tokyo brand story. It was brilliant, however, in terms of generating press releases and photo ops. At least Godzilla’s not at-risk for inappropriate social media behavior.

California: Visit California’s “Dream Big” commercials use numerous A-B-C list Hollywood celebrities to tell the California story. For California it not only makes sense, but it’s totally expected given the Hollywood DNA in the overall California brand and lifestyle. It’s an essential and unique brand truth that is hard to ignore. Not surprisingly, no sightings of the Governator.

So the question is: does the investment in the use of celebrity tourism ambassador move the needle (however defined) for a destination? To get a very basic and organic answer I did what has become the go-to first-step for people: I asked Google…or rather, I used Google Consumer Surveys to ask 500 people in the US the following question:How much does the appearance of a celebrity tourism ambassador in marketing campaigns influence your decision to visit a destination? 

Celebrity Survey

Overall, just under 11% of the population are “moved” by the existence of a celebrity tourism ambassador, with an additional 11% in the gray area of uncertainty. Peeling back the data a bit, the impact of a celebrity tourism ambassador declined slightly as household income rises. In a world where the influence of peer-to-peer travel recommendations is skyrocketing while the influence of traditional placement advertising plunges, this result is not at all surprising.

Time will tell if any of the recent investments in celebrity tourism ambassadors will actually amount to anything more than a press release and a photo op. The only strategic reason I see for enlisting a celebrity tourism ambassador – simply put — is to have their well-known story and tribe of followers attached to your destination’s not-so-well-known story to create a bigger and better story with people that don’t know your destination’s story. In North Dakota’s case, it might be exactly what the destination is looking for as recent campaign results bear witness to. But for more widely-known destination brands and stories…you have to wonder about the ROI.

Let’s face it; signing-up a celebrity with a big story and big tribe of followers to extend yours is hardly destination marketing magic. You just need a telephone (to call an agent), a lawyer to write-up a complicated contract with lots of protection in it and a check with lots of zeroes on it. But as the data above shows…you’re unlikely to initiate a stampede of visitors to your destination. Except of course if you’re using Godzilla.

mqdefaultThe magical thing for DMOs to pursue is to find and share the smaller, more authentic stories about real people doing incredibly cool things in the destination that anyone can have access to. The Greater Palm Springs CVB is producing some great high-energy video content about a myriad of activities with that expand/enrich their destination’s story. This one has already had over 400K views.

If you create and share enough of the authentic and compelling stories that make your destination unique, pretty soon you’ll be the ones attracting the celebrities to your destination. But this time you won’t have to pay for them.

 

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Nothing Ever Really Happens

I’ve spent the better part of 25 years in the world of destination marketing — most of it in the global meetings and events community — and will offer three foundational thoughts as I kick-off this BLOG for anyone who is a destination marketer, relies on effective destination marketing to drive their business/create community legacies or depends on destination marketing to make informed travel-related decisions for tourism/meeting and event travel:

  1. Destination marketing is a crucial element to grow and sustain the inherent social and economic legacies generated by the global tourism and events industries.
  2. EVERYONE has an opinion on destination marketing.
  3. Much of today’s destination marketing is increasingly ineffective, depriving businesses and communities everywhere from realizing their full potential as tourism or event destinations.

Not sure I’ll get much argument from anyone on the first two points. But on the third one there are endless conversations and deliberations about destination marketing – and its some of those perspectives that I want to share here.

And while sharing is caring, it isn’t enough. The travel industry and destination marketing community is deluged with endless events, meetings and conversations about how to inspire real innovation and relevancy with business and government opinion-leaders. But as the children’s literary figure Kipper the Dog is fond of saying: “Nothing ever really happens.” The disconnect comes when one realizes the extent to which the customer/user/traveler has changed during the last hundred years while destination marketing has not.

So how did destination marketing get to this place of disconnect and waning relevancy?

I believe that many destination marketers either (1) ignored or (2) didn’t understand until it was too late, that today’s customers/users/travelers are the ones in-charge. This is best summed-up in the 1999 publication of the Cluetrain Manifesto and its signature quote:  “…markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can’t be faked.”

Technology-enabled connectivity has transformed markets into conversations by and for customers, not marketers. Everything needs to be designed and aligned around them, NOT the destination. NOTE: I’m not talking about customer service here. I’m talking about the WHAT and HOW marketers provide products/services to their customers.

An example: In the media world, Netflix is one of those disruptors that dared to put the customer in charge, most recently with its House of Cards series. Kevin Spacey recently spoke at the Edinburgh Television Festival about how Netflix courageously defied the entrenched industry approach to content development and gave the customers exactly what they wanted, not how the industry wanted them to have it.

I will strive here to showcase the hackers, the disruptors and the innovators that have recognized that destination marketing today needs to be turned on its head to make a real difference and are boldly going where few dare. Recognition is not enough however. It needs to be accompanied with the courage to act. That’s where it gets difficult. Paradoxically, for an industry often touted as creative and emotionally inspired, we (I include myself in this as part of the discipline) are typically late-adopters at best when it comes to change. (I recall more than one major lodging company that would not allow its sales teams to have personal email accounts until the mid-late 1990’s.) It’s no surprise then that much of today’s true innovation comes from outside the core destination marketing community.

And while enlightened brands outside the travel space as well as a few iconic brands in the space (airline and lodging companies seem to have gotten the memo) recognized the need for change, most destination marketers stuck with a neo-industrial broadcast approach – securing media placements, printing visitor guides, issuing press releases and undertaking email carpet-bombing that focused on buying the attention of prospects in the marketplace to drive awareness and interest, leading eventually (hopefully) to a purchase. Customer conversation and engagement was more often than not a bolted-on after-thought at best, enabled through some form of social media advertisement. Don’t believe me? Ask customers. Or better still check-out how and where destination marketers spend their money.

All is not lost however. Enter those hackers, the disruptors and the innovators who understand that today its all about the customers’ conversations, not the destination’s broadcast. They are typically not from the industry. Refreshingly, there are a few mavericks out there like Seattle’s 2DaysinSeattle experiment and Australia’s The Best Jobs in the World campaign. I am sure there are others. They are the ones focused on aligning how customers discover and share conversations about the destination experience with how it gets marketed and purchased, building trust and engagement…THEN they build business around the insight from that alignment. I want to celebrate them in this blog.

And because destination marketers have been slow to let go of the entrenched broadcast mentality, they are spending more money to be less relevant. Travel2.0 (an awesome blog on future travel marketing trends) reports that only 9% of travelers visit a destination marketing organization website. Where are they going instead?  To places that make customer conversations and purchase behavior preferences the focus of the marketing experience. Check out Peek and Triptease for a couple of killer innovative examples. And of course there is Trip Advisor with its 100 million user-reviews and 11 million monthly visits in the US alone. These companies pride themselves on unleashing authentic customer conversations to build trust, not fabricating artificial marketing constructs to build awareness.

So what happened to the destination marketers? Inquiring minds would like to know. Bill Taylor’s recent HBR Blog post “The More Things Change, the More Our Objections to Change Stay the Same” offers some good insight and advice.

Destination marketing is vitally important to the success of the travel and/or event industry everywhere. With millions more people around the world looking for compelling travel experiences every year, there has never been a better time to be part of this industry. But it is also more competitive than ever creating unprecedented opportunities for destination marketers to innovate. Effective destination marketing today means having the courage to move out of long-controlled comfort-zones which includes unleashing the scary power of the customers’ authentic conversations. Less broadcast, more engagement. Today in the world of destination marketing, the road less traveled is increasingly the road best traveled. Welcome to the journey.

Next up: What problem are destination marketers trying to fix?

Coming soon: The overcrowded meeting and event supply chain.