In the place maker and tourism industries, there are two main types of marketing: place marketing and destination marketing. While they are often used interchangeably and mixed together with property marketing from time to time, there are some pretty important differences between the two.
Place marketing is the process of promoting a specific location, such as a town or city. The goal of place marketing may have to attract visitors as a by-product however its main goal is to attract businesses, investments and residents to the location.
Destination marketing is the process of promoting a specific travel destination. This could be a city, region, or country, but it could also be a specific attraction, such as a theme park or museum. The goal of destination marketing is to attract tourists to the destination.
So, what are the key differences?
Which type of marketing is right for you?
This is where it gets interesting. You've heard of 'phygital' - an amalgamation of physical and digital. It may be one of my least favourite terms of 2023 but it does somewhat represent where I am in the sense of place vs destination marketing.
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The type of marketing that's right for your town/city, BID, campus, portfolio, attraction etc will depend on your specific goals.
A coastal town with transient passing trade is likely to focus initially on destination marketing, particularly if a strong commercial experience is a strategic objective. Or perhaps that's one piece of a much bigger place puzzle, and strong local business trade is your marketing objective aiming to attract more residents and businesses into the area enabling less reliance on the tourist trade. In this instance, place marketing could be the right choice but the messaging must be right!
Determine the right route for you by following these simple steps:
Place and destination marketing are both important tools for promoting places and spaces. But by understanding the differences between the two, you can choose the right type of marketing to achieve your strategic goals faster and cheaper! So here's your homework, follow steps 1 through too 3 and look at your current content and campaigns. There are mountains to climb when it comes to shopping small, supporting local and saving UK high streets, but take those first few steps - and see what happens.
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