Destination Marketing: Evaluation of Campaigns and Digital Tools

This report provides a comprehensive analysis of destination marketing, focusing on the application of marketing principles, the evaluation of various destination marketing campaigns, and the effectiveness of digital marketing tools. The report begins by evaluating how marketing planning supports destination marketing, examining the product, price, place, and promotion strategies. It then analyzes the key elements of destination marketing campaigns, comparing and contrasting different approaches and their interdependencies. The report further reviews different digital marketing tools used for promoting and advertising destinations, critically evaluating their effectiveness in reaching various target audiences and providing recommendations for improvement. Finally, the report examines the role and services of Destination Marketing Organizations (DMOs), assesses the challenges they face in marketing destinations, and offers recommendations for overcoming these challenges to achieve successful marketing objectives.

Destination Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluate how principles of marketing planning support the marketing of a destination..3
M1 Critically evaluate the effectiveness of applying principles of marketing planning to
market a destination................................................................................................................4
D1 Critically evaluate the importance of applying principles of marketing planning for
destinations to achieve strategic objectives............................................................................4
TASK 2............................................................................................................................................5
P2 Analyse the key elements of a range of destination marketing campaign........................5
M2 Compare and contrast the key elements and evaluate the degree of inter-dependency of
the various elements in meeting the campaign objectives......................................................6
D2 Critically evaluate the marketing campaign and the use of digital marketing tools to
promote the destination and engage the target audience........................................................6
TASK 3............................................................................................................................................7
P3 Review the different digital marketing tools used for promoting and advertising............7
M3 Critically evaluate the effectiveness of digital marketing tools in reaching different target
audiences................................................................................................................................8
D3 Make valid and justified recommendations for improving digital marketing .................8
TASK 4............................................................................................................................................8
P4 Examine the role and services of DMOs in marketing a destination................................8
P5 Assess the challenges faced by DMOs in marketing destinations....................................9
M4 Critically analyse the challenges faced by DMOs in successfully meeting destination
marketing objectives.............................................................................................................10
D4 Make recommendations and solutions for overcoming challenges faced by DMOs for
successfully meeting destination marketing objectives........................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Destination marketing refers to the process in order to promote the suitable destination to
various visitors to enhance the tourism of area. It is the effective form of marketing which is
useful to increase the number of visitors for the particular destination. It leads to drive the overall
growth of economy and also leads to contribute towards the GDP of destination. It is also useful
in order to develop awareness among individuals regarding the specific destination and also
tends to motivate visitors to visit (Pirnar, Kurtural and Tutuncuoglu, 2019). To carry forward this
report, Only Travel Marketing is considered which is the destination marketing company situated
in London. For this, company also tends to operate for the various principles of marketing in
terms of planning and for the specific destination. It also leads to review various tools of digital
marketing in terms of promoting and advertising the destination. At last, the role of DMOs and
various challenges which are faced by them are discussed.
TASK 1
P1 Evaluate how principles of marketing planning support the marketing of a destination
From the perspective of Twin, (2020), Marketing depict the activities of company which they
consider in order to promote the purchasing and selling of commodities. Marketing is the process
of forecasting the future concerning events that leads to frame the overall strategy in terms of
accomplishing goals of the company. This process is organised by the managers and leaders of
company and undertake concerning resources in terms of presenting objectives like profitability,
growth, reducing risk, maintaining status, developing image and so on.
According to Menezes, (2018), Destination marketing is the promotional activity as it is
useful in order to promote the destination or specific place. It depicts the idea in order to attract
customer by unique and innovative ideas of the specific location in order to sell prominent
services. For example, marketing planning is done for the specific destination like UK and many
more. Product: It is essential for the tourism development consultant to ensure that their
products are effective offered in order to have valuable things for their customers and
also help company to achieve suitable growth and success (Kozak and Buhalis, 2019). A
product is the touchable product that need the preferences and requirements of customers.
For instance, Only Travel Marketing tends to determine regarding the leisure,

accommodation, food and other services in UK which is useful in offering prominent
information to the travellers regarding their stay. It is also essential that they tend to
promote effectively that undertake essential information regarding the products and
services. For instance, respective company prominently analyse the suitable quality time
and leisure activities and other services at the London Eye in London which useful in
offering the suitable information undertaking the stay and visit of suitable places. It
represents the proper advertisement through the respective organisation by considering
the detail analysis of their offerings to solve the queries of customers. Price: It effectively denotes the different types of factors that impact the suitable prices
of commodities. For this, fixation of price depends on the suitable demand of product,
buying power and demography of customers in terms of improving customer base
effectively. It is also quite effective to identify the best price for product which is also
affordable for the number of people to increase the profitability in positive way that leads
to promote suitable destinations in UK. For this, the best pricing strategy depict the
competitive pricing which is selected by examining competitors and their price. For
example, in terms of promoting the suitable quality and offerings of London eye it is
important for company to undertake the estimate cost which is being incurred for the
proper advertisement. Hence, it is useful to have proper control over the prices to enhance
the overall performance and profitability. Place: Travel sector is concerned with suitable locations in which advertisements are
placed effectively. For this, the choice of place is made on the grounds of the needs of
marketing of company (Hudson and et. al., 2019). In terms of Only Travel Company,
social media marketing is quite suitable that undertake Instagram, Facebook, Twitter and
many more in order to place advertisement and useful information regarding UK and
available services. For instance, it is important for the London eye to effectively
communicate regarding the prominent commodities. Furthermore, it also become quite
convenient for the customers to take suitable decisions for the particular destination.
Hence, social media is quite effective technique that can be opted by company to reach
towards the large number of customers.
 Promotion: It is the essential part of marketing as by this company tends to reach to the
large number of customers by knowing their preferences and taste to remain competitive

in market. To promote destinations in UK, it tends to use effective promotional tools like
sales promotion, advertisements and so on. By analysing advertisement, it is effective to
reach at the large number of people but it is costly because of targeting the non-potential
customers (Stankov and et. al., 2019). Sales promotion tends to offer discounts and other
benefits which is offered to customers as both the tools are effective to acquire business
opportunities. In order to promote the suitable offering of London eye, respective
company need to promote their services at various areas in order to attract large number
of customers by considering several offers and packages at discount.
M1 Critically evaluate the effectiveness of applying principles of marketing planning to market a
destination
Marketing principles are effective in order to promote specific destination and when the
marketing strategy is developed then marketing principles are used in constant manner. For
instance, UK is the most visited area that leads to attract maximum number of tourists every
year. For this, companies tend to promote specific area by developing suitable strategies that
helps in gaining attention of people to motivate them. For this, several advertisements regarding
social media platforms include, billboards as it is prominently noticeable by people.
D1 Critically evaluate the importance of applying principles of marketing planning for
destinations to achieve strategic objectives
Effective application of marketing principles is useful to understand the issues which are
faced by customers to target their market and learn useful things. For this, company tends to
promote suitable destinations in order to get chance to develop relationship with people (Önder,
Gunter and Gindl, 2020). Moreover, it also leads to apply marketing principles such as product,
price, place and promotion and UK also able to attract large number of visitors in order to
contribute towards the development of economy.
TASK 2
P2 Analyse the key elements of a range of destination marketing campaign
Destination marketing tends to specify the suitable location to promote more and more
visitors in order to attract and motivate visit of the place. Regarding the economy that tends to
get enhanced and also useful in improving the employment generation ratio as there are number
of visitors for the specific place to enhance the suitable opportunity of job. For this, destination

marketing campaigns tends to identify the events which are organised to attract tourism towards
them (Kalandides, 2020). In terms of Only Travel Marketing they tends to offer their customers
with effective experience to their customers. For this, few elements to analyse campaign for the
success which is mentioned as: Define target audiences: It is essential to set suitable influencers before deciding the
target audience. It is important for Only Travel Marketing to effectively classify the
targeting to make sure that campaign in order to formulate the peculiar group. For this,
company tends to offer their customers with travelling to UK. They also tends to find
probable customers that helps in developing their campaigns respectively. It happens
because they tends to develop suitable strategies as it is useful in developing campaign
respectively. Establish goals: Here company tends to identify suitable expectations regarding the
marketing campaigns to achieve suitable objectives. Only Travel Marketing aims in order
to have huge number of customer undertaking the overall profits and revenues of
company (Ben Youssef, Leicht and Marongiu, 2019). Furthermore, UK tends to develop
their goals in order to attract their targeted tourists towards them. they also tends to
develop suitable strategies effectively which is useful to achieve designed outcomes
respectively. Define budget: In this, company tends to identify the objective of campaign and develop
budget to make sure the suitable activities effectively to create positive impact on their
customers. In terms of UK, their government and tourism agencies tends to develop their
budget as it helps in developing promotion and campaign strategies as per the budget. It
is also useful in analysing cost for the development and other concerning activities to
make it attractive place. Formulate targeted content: In order to target audiences they tends to identify their goals
as well then develop campaign. It is also essential that the market tends to analyse
suitable things to observe competitors of Only Travel Marketing competitors to develop
their campaign (Chung and et. al., 2020). Here, organisations of UK tend to formulate
content to market their location. It also tends to attract maximum number of people that
increase their sales and profitability ratio.

 Engage with audiences: Only travel need to focus on their customers which is important
to involve their audiences. It also tends to attain things by offering special benefits to
attract large number of participants. For this, UK tends to show full efforts for the
tourism that leads to impressed and attract visitors. It happens as it helps in improving the
overall economy and tends to develop employment generation.
Examples of destination marketing campaigns
Tourism Ireland: Doors of Thrones:
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.
South African Tourism: 24 hours of Wow:
In this, the visitors of South Africa tend to focus on the going of safari and also does not
realize the wealth of other amazing activities which are available. They also need to show that
how varied and wonderful their country is and for this, the South Africa Tourism tends to
develop the immersive microsite which is called as “24 hours of Wow” that featured 144 six
second video clips in order to represent the activity or attraction.
Visit Omaha: Bob the bridge:
It is a kind of bridge that leads to connect Omaha and lowa with the suitable personality in
order to meet bob the bridge. For this, the locals were quite unhappy as the foot curved by 3000
ft. for the suspension bride and also dismissing it by disregarding its values as an effective
attraction for itself. Hence, now the visitors from both the states come to take selfies at the state
line and also share their experience with bob.
M2 Compare and contrast the key elements and evaluate the degree of inter-dependency of the
various elements in meeting the campaign objectives
The various key components of destination marketing which is interrelated with each
other. Here, defining target audience is essential as without it company is not able to define
suitable strategies. It also depicts suitable difficulty in defining the content that leads to present
individuals. Moreover, target audience is also defined properly, by which budget is developed as
per the promotional activities in order to carried out things effectively. When the promotion of

destination is done effectively then people tends to get attracted and start engaging things for the
content. Therefore, suitable objectives of campaign tend to achieved effectively.
D2 Critically evaluate the marketing campaign and the use of digital marketing tools to promote
the destination and engage the target audience
In UK, the visitors effectively contribute towards the economy of nation and effective
GDP and nation tends to carry out the marketing campaign with the help for the virtual reality of
people which is able to experience the various attractions of destinations that seems like
extraordinary ways (Bastiaansen and et. al., 2020). For this, several tools are used in order to
promote the destinations like social media platforms, email marketing, content creations and
many more. The major benefit of digital marketing tools is that people digital marketing tools
that people tends to involve conversion rates that will be enhanced.
TASK 3
P3 Review the different digital marketing tools used for promoting and advertising
There are several digital marketing tools which are opted by company for the objective of
promoting and advertising their destination. It also tends to depend on the specific type of
destination which is opted for the objective of attracting large number of tourists. Few commonly
used techniques are discussed below:
Content marketing Social media marketing
It tends to depict the type of digital marketing
tool which depict the promotion and also done
for the quality content for generation of
revenues. It tends to use YouTube blogs,
websites and many more which is done to
create suitable content that leads to focus on
the specific topic (Seyfi and Hall, 2020). In UK
this, tool is useful in like several tourist places
can be shot and also attractive videos are
uploaded that helps in attracting large number
of people to have suitable look and also put
positive impact on the mind-set of the viewers.
It is the commonly useful tool by several
locations in terms of promoting things for their
customers. For this, there are several social
media platforms including Facebook,
Snapchat, LinkedIn and other suitable
platforms in order to chain the overall scenario
of company. This technique leads to create
page for people in order to have same
preferences and effective approaches for the
promotion of area. In UK it is effectively
known as the successful promote by using
social media tools.

Hence, it is discussed that digital marketing tools tends to set suitable types of things for
company. In terms of Only Travel Marketing they undertake digital tools which is easy to apply
in order to have suitable results for cost effectiveness and also tends to save time as compared to
other traditional techniques of promotion and marketing (Camilleri, 2019). Moreover, the
targeted segment tends to apply suitable approaches to find out the helpful applications. In regard
of this, effective type of customers is effective that leads to generate effective revenues and
achievement for the objectives which are laid down by marketing department.
Critical Evaluation: From the above discussed marketing tools, it has been analysed that both
the techniques are essential in order to have suitable promotion of the specific offerings by
showing its positive side to the visitors and targeted audience in terms of enhancing the number
of people or visitors. In this context, content marketing is useful in order to promote particular
place through developing suitable content like tag lines and slogans which are quite eye catchy
and helps in attracting lot of customers by offering better experience. Apart from this, social
media marketing is useful in order to promote specific place or offerings of that place through
various social media channels like facebook, Instagram, twitter and so on and reason behind this
is that most of the adults and younger ones are majorly active on social media channels and
frequently use these channels. So, many travelling agencies tends to effectively promote their
offerings through these channels in order to attract targeted audience.
M3 Critically evaluate the effectiveness of digital marketing tools in reaching different target
audiences
Digital marketing tools are effectively used for the destination to promote themselves. It
tends to become successful for various tools to make sure that the marketers of the company lead
to launch their marketing campaign and check them effectively. Digital marketing tools tends to
contribute for the growth of specific economy and also tends to reach out to the targeted
audiences. Social media platforms like Instagram, Facebook and so on leads to make things easy
for organisations to reach out to the large number of customers.
D3 Make valid and justified recommendations for improving digital marketing
Digital marketing is essential part of company as it helps in expanding and growing their
business effectively and also tends to understand the requirements of customers in an effective
manner. In terms of improving the digital marketing, it is suggested that the suitable strategies

should be diversified and it can be done by incorporating several channels of social media and
advanced technology which is used by company (Wang and Jin, 2019). It also tends to
recommend that company tends to examine the suitable content to reach to maximum number of
people and also improve the overall concept of digital marketing.
TASK 4
P4 Examine the role and services of DMOs in marketing a destination
Destination marketing is an active process which is used for making promotions of all the
travel places which can be visited by people for enjoying their vacation. Destination marketing is
not just a practice but it is a business opportunity as well which is explored by business owners.
There are several types and number of organisations who are indulges in such business work and
contributes their part in incrementing the travel and tourism sector of the respective country and
region (Jin and Cheng, 2020). Therefore, Destination Marketing Organizations (DMO's) is
considered to a helpful source in highlighting the strengths and attractive factors of the
destinations. There are certain roles and responsibilities of Destination Marketing Organizations
(DMO's) while conducting promotional activities for the specific destination. Conducting marketing research: Destination Marketing Organizations (DMO's) like
every other marketing firm holds the first key role to keep carry out market research. This
is known as a key role which is used for understanding and gaining through knowledge of
the market and most significantly of the social trends and requirements of the potential;
customers. The organisations will be researching about the type of tourist can be attracted
and will be most interested to visit the destination and according to which the marketing
plan for destinations is developed (Woyo and Slabbert, 2019). In regards to United
Kingdom it is known to be the most expensive destination or region to visit in the world
still many travellers and tourist visit the destination a lot in the year. Conducting market
research will enable the destination and the organisation to develop potential strategies to
promote the destination in the most innovative manner and attracting attention of larger
customer base. Formulate marketing campaigns: The second most significant role played by
Destination Marketing Organizations (DMO's) is of making the best suited and most
attractive campaigns. These are the tool for conducting promotions and when a

organisation search and know what is exactly needed by people it becomes easy to
develop marketing campaigns for them for the respective client in this case the
destination of United Kingdom.
 Developing effective marketing plan: Another role fulfilled by the Destination
Marketing Organizations (DMO's) while performing their roles is of offering the region
or the country with effective marketing plan. The plan by which the whole destination is
made attractive to potential customer and by which decision making is moulded of
customers (Tung, Lee and Hudson, 2019). Thus, the marketing team and the entity holds
the role of doing so for their client. Hence, the Destination Marketing Organizations
(DMO's) will be offering a strong plan to customers and most specifically all the clients
for promoting the goodwill of United Kingdom as a tourist destination and a place to visit
for having a great time and enjoying the vacations.
P5 Assess the challenges faced by DMOs in marketing destinations
The Destination Marketing Organisation (DMO's) do make huge contributions to the
GDP of the country and to the destination which is being promoted by it. In case of tourism and
travel industry as well these organisations do contribute and make several benefits for them
(Kozak and Buhalis, 2019). But while doing so these organisations that is Destination Marketing
Organisation (DMO's) do face number of challenges and barriers. Some of such hurdles which
are faced by Destination Marketing Organisation (DMO's) while promoting different
destinations are elaborated underneath: Resources and Budget: This is the very first challenge which comes in between the
destination marketing plans and strategies and its effectiveness. The resources and
budgets are significantly a serious problem as for a fact marketing is considered to be a
expensive job. Therefore, companies and businesses invest a lot in promoting its offering.
In the same manner when a tourism destination is being promoted it require a lot of
money and other resources (Hudson and et. al., 2019). Specially in United Kingdom there
are number of segments involved in marketing the destination and lack of resource to any
of the segment will make the plans and marketing practice fail which is a challenges that
needs to be mitigated and reduced to the limited level by the Destination Marketing
Organisation (DMO's).

 Innovation: The next challenge is of innovation where the Destination Marketing
Organisation (DMO's) in United Kingdom is not just dealing with one client and
everyone needs their promotional campaigns to be unique. Hence, the second barrier is of
innovation which is developed according to the current changing environment. In today's
world, social trends state the need for innovation and creativity to be on the top hence the
it is key challenge faced (Stankov and et. al., 2019). For example, when a same
Destination Marketing Organisation (DMO's) is marketing two similar destinations in
United Kingdom who are each other’s rivals. Here responsibilities of the entity are highly
increase with their challenges too and they have to deal with all in the best possible
manner.
Critical Evaluation: There are various challenges which can be faced by destination marketing
organisations including various issues like natural disaster, terror attack, advancement in
technology, rivalry power and so on as these are factors that can become threat of the destination
marketing organisations and also become barrier for their growth and success. For instance, by
undertaking the risk of terror attack is also a major problem that should be critically resolved by
the DMOs in terms of increasing their expansion rate and mitigate the threat from the mind of
people regarding that particular place. For example, of London eye, it leads to focus over the
prominent offerings which is quite safe from the terror attack and also provide proper training
and sessions to employees to deal with any critical situation.
M4 Critically analyse the challenges faced by DMOs in successfully meeting destination
marketing objectives
DMOs are useful in promoting and marketing of specific destination to undertake suitable
challenges that helps in meeting suitable objectives. It is also difficult to manage and improve the
overall experience of destination. For this, the main challenge which DMOs face is the terrorism
as it leads to impact the way in which DMO carry out the suitable promotions for specific
destination. For instance, UK face heatwave and drought in 2018 as it tends to impact the natural
environment in negative manner and DMOs also found difficult to promote the destination
among people.