May 17, 2018

How tourism boards entice different travelers with a single marketing campaign


More often than not, places mean different things to different people, holding appeal based on personal preferences or interests. Here are six marketing campaigns with differing approaches, and the reasons why they work.

On the back of Trump’s travel ban last year, Discover Los Angeles launched #EveryoneIsWelcome - a campaign to encourage all visitors to visit the city.

While the campaign did not reference Trump outright, the timing was pertinent, as was its overtly open and friendly tone.

Coupled with Los Angeles’s ‘Hollywood’ image – one that typically attracts the affluent and fame-seeking – the campaign also aims to highlight the diversity of the city, where 200 different languages are spoken by people from a varied array of backgrounds.

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