Case Study Local DMO
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Transforming a Lesser-Known Destination into a Thriving Travel Hub
A local DMO in a small town faced a significant challenge: the town itself lacked major tourist draws and signature events. However, its prime location—adjacent to premier outdoor activities for both summer and winter and serving as a natural stop for travelers heading to a major national park—presented an opportunity.
Strategy & Execution
To reposition the town as a must-visit destination, we executed a multi-pronged marketing strategy:
✅ Full Advertising & Optimization Overhaul: We completely tore down the existing ad and optimization strategy, rebuilding from the ground up with a stronger foundation focused on data-driven decision-making.
✅ Rebranding & Content Marketing: Shifted the DMO’s messaging from being a "pass-through town" to a basecamp for adventure, creating engaging seasonal content that highlighted hiking, skiing, and road trip itineraries.
✅ Social Media & Video Marketing: Developed POV-style videos showcasing outdoor adventures, shared user-generated content (UGC), and ran highly targeted social campaigns on TikTok, Instagram, and YouTube.
✅ Targeted Paid Advertising: Focused Google Ads & social media campaigns on drive markets, highlighting weekend getaways and adventure packages, enticing travelers to stop and stay longer.
✅ Marketing Team Training & Coaching: We worked closely with the DMO’s internal team, providing hands-on training in content production, regional collaboration, and digital marketing execution. This ensured long-term sustainability and self-sufficiency.
✅ Stakeholder & Board Engagement: We produced clear, easy-to-understand reports for board members and local stakeholders, helping them see real-time ROI. This consistent buy-in from local businesses and policymakers ensured ongoing investment and community support.
Results
✔️ 300% (3X) Increase in Website Traffic – More visitors were discovering the destination, leading to higher engagement and awareness.
✔️ Boost in Lodging & Sales Tax Revenue – The increase in visitors translated to significant economic benefits for the local economy.
✔️ Competing with Well-Known Destinations – The town positioned itself as a viable alternative to better-known competitors, capturing market share from traditional tourist hotspots.
✔️ Stronger Local Buy-In – With better reporting and transparency, stakeholders became active champions of the marketing efforts.
Timeline: 30 Months
This strategic repositioning turned a lesser-known town into a thriving adventure hub, proving that with the right marketing approach, even small destinations can compete with bigger names in the tourism industry. 🚀