Destination Marketing Report: Digital Marketing & DMO Roles

This report provides a comprehensive overview of destination marketing, examining key concepts and strategies employed to promote tourism. The report begins by evaluating how marketing planning principles support destination marketing, focusing on elements such as product, price, place, and promotion. It then analyzes the key elements of destination marketing campaigns, including defining target audiences, establishing goals, setting budgets, formulating content, and engaging with the audience, with examples like Tourism Ireland and South African Tourism. The report further reviews the digital marketing tools used for promoting destinations, highlighting the importance of social media and content marketing. The role and services of Destination Marketing Organizations (DMOs) in marketing destinations are examined, along with the challenges they face. The report provides insights into the effectiveness of different marketing strategies and tools, offering a practical understanding of destination promotion in the tourism industry. The report uses examples from a travel agency called Propeller to illustrate its points.

Destination marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Evaluate how principles of marketing planning support the marketing of a destination.......3
P2 Analyse the key elements of a range of destination marketing campaign.............................4
P.3 Review the different digital marketing tools used for promoting and advertising...............6
P.4 Examine the role and service of DMOs in marketing a destination....................................6
P.5. Assess the challenges faced by DMOs in marketing destination using a range of example.
.....................................................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Destination marketing is the process in which promotion of suitable destination are tends
to done to various visitors so that to increase tourism areaIt is consider as most important method
of marketing as it is useful to raise the number of visitors for specific destination. It tends to
develop the performance of economy as it tends to contribute towards the GDP of destination. It
helps to create awareness among audience in terms to specific destination. It also attract large
number of new customers as well as retain the existing people. It also motivate and attract
visitors. The organisation that was selected in this project is Propeller. It is small travelling
agency that provide their services to the audience in United Kingdom. The organisation use
various different tools of digital marketing with the intention to advertise and promote the place
of destination. And last topic that was discuss under this project is DMOs role and various
challenges that tends to be face are also discuss under the project (Chang, 2019)
MAIN BODY
Evaluate how principles of marketing planning support the marketing of a destination
Marketing is the activity which is used to forecast those events which are exist in near
future for this various different strategies are form in order to achieve the objectives of the
organisation. Leaders as well as managers of the Propeller managed or organised such process
and also undertake concerning resources with regards to presenting objectives like reducing risk,
developing image, growth, profitability, maintaining status and so on. It is also known as
promotional activity as it is most important to promote destination. It shows the ideas in terms to
capture large customer base through unique as well as innovative ideas of some particular
location in terms to sale most prominent services. Thus For some specific destination and for
many other activity marketing planning is leads to be perform (Choi, 2019)
Product: It is important role to tourism development consultant to give surety that the product
which they serve are effective as it provide valuable thing and with the help of this organisation
can leads to success as well as achieve suitable growth. As product is considered as touchable
product that needs the preferences as well as requirements of customers. Propeller determines in
terms to food, accommodation, leisure and many other services in UK as these are considered as
important information because these are offer to traveller regarding their stay (Estêvão, 2020)

Prices: As per the demand of particular product in the competitive market the prices are
set. At the time of fixation of price various factors are tends to be consider as these are related to
purchasing power of customer, demographic condition as leads to increase the chances of
attracting large number of clients. Thus the best suitable pricing strategy are depicts the
competitive pricing that is selected by examining their competitors and their prices. Like it is
important for Propeller to do cost estimation which is tends to be incurred if they tried to do
advertisement on different modes of media. With the reason to enhance profitability and over all
performance than it is very important and useful to have appropriate control over the unnecessary
expenses and pricing (Pirnar, 2019)
Place: as travel sector is considered to specific location, in this area advertisement tends
to do in most effective manner so that It helps the organisation to create awareness. Marketers of
organisation propeller use various modes of media like radio, Television and also give
advertisement on social media such as on Instagram, face book, twitter,etc. Also it can become
convenient to customer because with the help of the suitable & effective decision making is done
regarding some specific destination. To reach huge audience of different locations at same point
of time is become possible only in the case of advertisement in different platform of social media
Promotion: As promotion is consider as important part of marketing as with the help of it
company can attract huge customer base with understanding their taste & preference so that to
gain competitive advantage. To create awareness regarding the destination in UK various
effective promotional tools are followed such as advertisement, sales promotion, and many other
also. Advertisement is consider as costly way of communication but it provide awareness and
attract huge public. On the other hand sales promotion are also perform by offering discounts and
also to provide other benefits to audience as these respective tools are considered as most
affective to acquire business opportunities. In terms to create awareness Propeller make
promotion in different locations of country by offering discounts and other offers so that it
capture large customer base (Kotsi, 2018)
Analyse the key elements of a range of destination marketing campaign
Destination marketing trends to specify the suitable location to promote more and more
visitors in order to attract and motivate visit of the place. It tends to improve the economy and
also helps to increase the ratio of employment generation as huge visitors are there for particular

location to increase the most suitable opportunity of job. As event can easily be identify with the
help of this marketing campaigns thus it leads to attract large number of tourist towards them.
Propeller give effective experience to their clients as well as to their clients. For that purpose few
elements are tends to be analyse ( online referencing) https://www.singlegrain.com/digital-
marketing/digital-marketing-trends-2021/.
Define target audience: is essential to set suitable influencers before deciding the target
audience. It is necessary for Propeller to classify the targeting to make sure that campaign in
order to formulate the peculiar group. This situation is develop to choose suitable strategies as it
is useful in developing campaign respectively (Kumar, 2018)
Before deciding the target audience the first step is to find out the most suitable
influencer.
Establish goals and objectives: In this suitable expectations are identify by organisation
regarding marketing campaigns so that it become possible to achieve most suitable objectives.
Propeller set their goal to attract huge audience as customer and in this way company try to
increase their overall revenues & profit of firm. Whereas suitable strategies are also formulated
which is beneficial to achieve most desired outcomes.
Define Budget: Campaigns objectives are tends to be identify by company and budget are
also prepare to make sure that effective activities are follow which put positive affect over their
customers. Propeller develop the budget with the intention that promotion can be done by using
effective tool as according to the actual status of budget so that to make the place attractive (Lai,
2018)
Formulate target content: Through developing campaigns as well as to identify the
objectives there is need to target the audience first. To observe propeller competitors for
campaign development it is necessary to analyse the market first. It helps to attract large number
of audience which leads to improve profitability as well as sales ratio (Lam, 2020)
Engage with audience: Propeller attain many thing through offering their audience
special benefits which helps to gain competitive advantage as well as support in capturing large
audience. As Propeller put full efforts regarding tourism which tends to make their customer
impress and retain their existing customers as well as attract the new people also Examples of
destination marketing campaigns

Tourism Ireland :This marketing campaign is more similar to Game of Thrones which was
filmed in Northern Ireland and also famous for the Dark Hedges trail. For this, tourism Ireland
tends to realise that they must have the perfect opportunity in order to turn the lumber into
something innovative which would be liked by people (Woyo, 2019)
South African Tourism: 24 * 7 wow- In this, the visitors of South Africa concentrate on going of
safari and also does not realize the wealth of other amazing activities which are available. They
try to show audience that how varied , beautiful and wonderful their country is and In context to
this South Africa Tourism tends leads to develop the immersive microsite that commonly known
as “24 hours of Wow” that featured 144 six second video clips which results to attraction of hufe
audience (Lv, 2020)
Review the different digital marketing tools used for promoting and advertising
In the modern era there are large number of marketing tool are exist to do promotion and
create awareness. For this advertisement are given on various different modes like television,
newspaper, magazine, on social media so that to attract huge number of tourist. With regards to
it the techniques that are used are explain in detail as follows-
Social media- This tool is used by company to promote their services or product in
different location. For this many platforms are used by Propeller like they advertise in Facebook,
LinkedIn, Instagram, and many other platform also. It tends to create page for audience in order
to have similar choices and effective approaches for the purpose of promotion of location. It is
most common method adopted in UK for promotion (Sharma, 2018)
Content marketing- It is form of tool of digital marketing that leads to depict promotion
as it is perform for create awareness and generate high amount as revenues. Websites, you tube
blogs as well as many other tools are used to create the content which is most suitable which
concentrate to the particular. In various different location of UK , this respective tool is useful as
with the help of it many tourist place can be shot. To attract large part of audience. Propeller
uploaded various attractive videos on different social media as it tends to make positive impact
on the viewers mind (Stoffelen, 2018)
After deep analysis it is conclude that digital marketing is the most affective tool to
promotion as for organisation it set suitable type of things. As compare to traditional method of

marketing it is most convenient because it save time, easy to process, capture large customer
base as well as create awareness regarding the item. On the other hand Target segmentation are
also a suitable to business to find out beneficial application. In context to this it is comment that
like slogans and tag lines are useful to promote some specific location as these lines are
attractive and eye catchy. It helps to gain competitive advantage and attract wide range of
customers through offering great experience. As social media is most prominent tools to create
awareness because all age group people are engage to social media platform so that they connect
to many people as adults & young ones are majorly active on Instagram, Facebook , snap chat
etc. So various travelling agencies effectively promote their offerings to attract huge people, by
using these effective channels. Thus Propeller create their market by adopting these respective
tools of social media for the purpose to advertise and create awareness and attract so many
people towards their destination (Tasci, 2019)
Examine the role and service of DMOs in marketing a destination
Roles & responsibility of DMO at the time of conducting activity which are related to
promotion with regards to specific destination are discuss in the below mentioned paras-
 Conducting market research: Like some other marketing firms DMO holds the initial key
role to keep carry out market research as it is commonly called as key role that are used
to gain and understand with the help of knowledge of the market. Research is conducted
by company to analyse which type of customers are attracted and visit the destination.
According to the observations, marketing plan related to destination are tends to be
develop. In Context to UK it is consider as costly destination still during the year, lots of
tourist visit the place of destination. Through market research, potential strategies are
tends to be develop with the intention to promote the destination in most effective way of
innovation and attract huge audience towards the destination (Newland, 2018)
 Formulate marketing campaign: Making attractive as well as best suited campaigns are
the second important role to perform. In this as per desires of customers these strategies
and campaigns are tends to be develop
Developing most effective marketing plan: At the time of performing their role of offering
effective marketing plan are tends to be follow. Thus the role of marketer are crucial in the
business as they take perform effective decision making to hold large base of client and these

clients increase the goodwill of specific place as most famous and attraction destination as visit
to the location is consider as great time to enjoy the vacation (Camilleri, 2019)
Assess the challenges faced by DMOs in marketing destination using a range of example.
The destination marketing organisation make great contribution in GDP of the country
and to their destination that is being promoted by it. In terms to tourism & travel industry and
propeller do contribute and also try to provide many benefit but at the time of performing these
activity many challenges are also face. Few examples of hurdles that are faced by DMO at the
time of making promotion for their destination are explain in the below mentioned
paragraphs(Mauri, 2019)
Resources & Budget: AS these are first challenge that arise at the time of doing planning,
formulating strategies. Both budget as well as resource are the most serious problem there fore it
is considered as most expensive job. Thus organisation invest lot of money in advertisement and
promotion. Similarly to do promotion for tourism destination Propeller needs large amount of
funds and also many other costly resources. In UK various segments are included in the activity
of marketing. And due to reason of non availability of resources, plan as well as various
marketing practices are tends to be fail. It is a big challenge which is face by organisation so to
mitigate the issue important initiatives are taken by Destination marketing Organisation )
(Chakerreza, 2019)
Innovation: The another challenge that faced by organisation is innovation where DMO in UK is
not only deals to single client and everyone neds their promotional campaigns to be unique. As
due to rapid change in current environment the barrier that exist is innovation. Social trend states
that in present scenario creativity and innovation are stands in the top most position. For
example- IF same DMO is working for two similar destinations which are competitor to each
other than it tends to be face many issues. In that situation it become difficult for it to deal with
all in most appropriate and best possible manner (Mellinas, 2019)
 Critical evaluation: The issues related to terror attack, natural disaster, technological
advancement, power of competitor and many other are faced by DMO so these are
become the great threat of DMO and become barrier in context to success and growth.
Also the terror attack risk is major issue which is resolved by DMO with regards to
increase their rate of expansion and also try to eliminate the threat from audience mind
for some specific place. Like London eye tends to concentrate on prominent offering that

tends to be quite safe from terror attack and for this they give training to their staff
members so that it become easy for them to handle such critical situation (Valek, 2020)
CONCLUSION
After deep study and analysis it is conclude that destination marketing is most famous
concept which leads to achieve popularity from the last few years. As it tends to be happen to
make promotion in particular destination between people as they also motivate to once visit the
location. To reach huge customers the concept of marketing mix are adopted in this concentrate
is made on the four basic elements such as product, pricing , place & promotion. For the purpose
of framing marketing campaigns, several elements are tends to be depicts. However suitable
destination are also promoted by company . Several challenges also make impact such as to
promote market for specific destination.

REFERENCES
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