Destination Marketing: Planning, Campaigns, and DMO Analysis Report

This report delves into the realm of destination marketing, examining its core principles and practical applications through the lens of Merlin Entertainment. It begins by outlining destination market planning and its fundamental principles, emphasizing customer needs, market understanding, environmental factors, and internal resource utilization. The report then identifies the key elements of a successful destination marketing campaign, including target audience definition, goal setting, budget allocation, content development, and audience engagement, using examples of adventure and family destinations. Furthermore, it explores the crucial role of digital marketing in promoting destinations, assessing the impact of various tools and platforms. The report also investigates the functions of Destination Marketing Organizations (DMOs) in destination promotion, as well as the challenges they encounter. Finally, the report provides a comprehensive conclusion, summarizing the key findings and insights gained from the analysis, offering a holistic understanding of the destination marketing landscape. The report aims to provide insights into the destination marketing strategies and their impact on the success of the tourism sector.

Destination Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Destination market planning and its principles.....................................................................3
LO 2.................................................................................................................................................4
P2. key elements of destination market campaign......................................................................4
LO 3.................................................................................................................................................6
P3. Roles of digital marketing in promoting a destination..........................................................6
LO 4.................................................................................................................................................8
P4. Role and service of DMOs in marketing a destination.........................................................8
P5. Challenges faced by DMOs in marketing destination along with examples........................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Destination marketing is the effective form of marketing in which the specific destination
is promoted among the potential visitors in terms of increasing the number of visitors regarding
the travel of specific location. For this, the objective of destination marketing is to make location
more attractive that assist the local travel industry (Marasco and et. al., 2018). It is tends to
increase awareness regarding destination in terms of improving their reputation. To carry
forward this report, Merlin entertainments is considered which is a British based entertainment
company headquarter in Poole, England and founded in 1998 by Nick Varney. Moreover, the
report tends to cover the strategies which are developed for businesses and effective action plans
for the particular period of time. It tends to include the prominent principles of market planning
and also identify the range of destination marketing campaign by reviewing various digital
marketing tools used to promote advertising. It also tends to examine the role of DMOs and
assess the challenges faced by DMOs. Besides this, various challenges are faced by destination
marketing firms in marketing which are included in the report considering the brief summarise
which undertake the conclusion based on the whole report.
LO 1
P1. Destination market planning and its principles
Market planning is undertaken as the prominent function that leads to deal with effective
set of business strategies which is useful for suitable marketing factors which are in favour of
Merlin Entertainment and also use suitable resources of company regarding the accomplishment
of goals and objectives of marketing. Few principles which are useful regarding the product and
tourism destination which are discussed as underneath: Admitting sentiments and needs of customers: It is the basic principle in which company
need to identify the requirements and needs of customers in terms of accomplishing the
prominent goals and objectives which are effective for use of resources. It is also helpful
for Merlin Entertainment in terms of increasing profit and enhancing services (Pirnar,
Kurtural and Tutuncuoglu, 2019). For instance, Merlin Entertainment can opt the
effective use of functions in terms of offering its services that tends to study the
prominent behaviour and also helpful in offering effective satisfaction to customers.

 Understanding market: This principle is developed in terms of having effective study of
market and also identify the effective opportunities in market which is useful in
formulating suitable marketing plans for promoting the product of company. Along with
this, various ways are helpful in understanding the market and has prominent impact on
the functioning of company. In Merlin Entertainment they can develop suitable team that
are meant for suitable monitoring in terms of targeting customers in market and also
represent the interest for the specific destination. As various places are situated in London
like sea life center, London dungeons and so on. Several places are in London which are
famous for the tourist destination and these places are relies under market planning. Identifying external environment: Macro environment also influence company as it has
various factors including political, legal, environmental, economic and so on.
Furthermore, they also have huge impact on the availability of tourist regarding the
prominent destination (Bastiaansen and et. al., 2018). For instance, Merlin Entertainment
is the well-known factor for the tourist in terms of attracting eyes of visitors and also
understand their functions by following the identification of external environment.
 Using internal environment: Internal environment plays an essential role in terms of
examining the future of tourism destination as this principle depict that company need to
use internal environment in terms of having effective success for company which can be
done and also helpful considering several tools and techniques undertaking SWOT and
VRIO analysis of company. For instance, the individuals of Merlin Entertainment visit
place considering the risk factor due to the environmental conditions and also tends to
attract customers in extreme conditions.
In regard of this, there are several marketing principles that effectively support marketing
for the specific destination. These principles tends to support Merlin Entertainment and examples
of other places and venues in terms of having effective marketing considering the specific
destination which is mentioned as underneath: Product: According to this principle, the prominent marketing principle for the specific
destination which is London eye in London is considered for having effective
development for the objective of accomplishing particular needs of customers. It is also
essential for the tourism development consultant to make sure that effective products and
services tends to offer prominent among of money to their potential customers which is

useful in terms of accomplishing effective success and growth. For example, company
effective identify regarding the suitable leisure and quality time, food services and other
at the London eye in London which is helpful in effectively offer prominent information
regarding their stay and visit of place. It undertake the effective advertisement by the
consultancy company that prominently undertake critical details regarding the prominent
products and services undertaking the suitable queries of consumers in order to resolve
their queries. Price: This principle depict regarding the several factors that tends to impact the cost and
price of product. It undertake the demand of product, customer demographics, image of
company and so on. Besides this, it also consider the effective marketing planning of the
Sea life centre in Birmingham which is suitably impacted by the price factor. For
instance, in order to advertise the specific products and services of Sea life centre in
Birmingham, it is essential for company to consider the estimated cost which is incurred
for effective advertisement. It is useful for company in order to have effective control
over the prices the improves the overall performance and profitability. Considering the
pricing strategy in quite beneficial for company which is useful to reduce irrelevant cost
to make sure effective profitability. Place: In terms of marketing for the specific destination like LEGOLAND Windsor
which is an effective factor which is concerned with prominent location considering the
promotion of place. The advertisement of place is done on the online and offline basis
and for this the choice of suitable platform is developed on the grounds of marketing
requirements of company. For example, it is essential for LEGOLAND Windsor to
prominently consider online platform like facebook, instagram and so on in order to have
effective communication regarding the suitable products and services. Along with this, it
also become quite easy for customers to take suitable decisions by undertaking the
specific destination, social media is effective technique which is opted by LEGOLAND
Windsor in terms of being active on social media which is useful for company to reach
towards the large number of customers. Promotion: It is the another principle of marketing planning which undertake several
tools which are used by Merlin Entertainment to promote their products and services. It
undertake effective sales promotion, public relations, advertising and so on which is

useful in terms of attracting large number of customers towards the services which is
useful in gaining effective profit in market. For example, company also tends to promote
their services at various areas to attract large customer base by undertaking several offers
and packages at the discount price.
Critical Evaluation: Therefore, it is identified that these principles have the major impact on
the overall performance of destination and the followers also get chances in terms of having
success and also leads to increase prominently in terms of developing effective team and
management for the long-term sustainability which is useful in maintaining the brand value
and separate image in the mind of individuals. In terms of Merlin Entertainment, they can use
these principles in terms of having core value for increasing in satisfaction of visitors and
effective examples are present at the global level to get prominent benefit and enjoy the
overall impact on their destination.
LO 2
P2. key elements of destination market campaign
Destination marketing campaign is essential in terms of giving prominent market advice
for effective management and also tends to get assistance through online mode including social
media, internet and so on in terms of having self benefits and suitable development. Along with
this, various factors include the key elements for the marketing functions considering target
market, campaign content, advice action and so on. It can be done in terms of attracting large
number of customers which is helpful for company in terms of getting their destination at the
effective level for profitability and success. Few concepts are mentioned as:
Adventure destination: These destinations are quite dangerous in nature in terms of
having effective visit and also tend to offer the thrilling experience to individuals which can be
remember for longer period of time. It include those destinations which are dangerous for life
and individuals need to take various precautions for having proper enjoyment that tends to lead
towards the campaigning in mountains considering, dark forest, chasing the danger hilly areas
and other visits (Hanna and et. al., 2018). For example, Merlin Entertainment somehow take
prominent initiatives in terms of having effective success and also tends to offer prominent
adventurous activities that leads to fill heart of various individuals. It is helpful for company to

attract tourists and also pass by thrilling and danger adventure of forests which is quite difficult
for the long term survival.
Family Destination: It depict various family destinations and tour programs which has
common objective in terms of spending suitable quality time with their friends and family. It
depict the effective plans that leads to include several destinations including national parks,
resorts, Disney world, amusement and other places which are useful in enjoying the existing
moment in terms of spending time with family to maintain personal relations more prominently
(Okumus and Cetin, 2018). In relation with Merlin Entertainment they tends to offer family trips
and concerning services by maintaining personal relations and also provide various tour
packages and plans. It is also helpful in identifying the personal requirements and needs of guests
in terms of managing prominent facilities and rooms considering the needs to facilitate for
customer services.
Destination marketing is the prominent concept to promote suitable events by considering
effective practices. The overall objective to conduct campaigns is to acquire attention of large
group of customers in terms of developing their interest by having effective visit in future. For
this, the key components of marketing campaigns are mentioned as: Define the target audience clearly: Marketers prominently need to clarify the effective
definition of target audience of campaign. For this, it is required to target customers on
the grounds of demography which is useful for them to identify their prominent
customers. Establish goals: It depict the effective factors which are useful in terms of considering
the effective development of objectives. It is also important for the prominent success to
make sure the particular objectives for the given period of time. It also depict the realistic
goals which are useful in achieving success prominently. Defining budget: It is the another factor which is important to initiate the campaign. For
this, marketers also need to consider regarding the investment which is required to
develop effective campaign considering the internal and external resources. Develop targeted content: After analysing regarding the target audience, developing
goals and deciding for the budget, marketers need to develop targeted content to
communicate with their audiences. For this, marketers also required to make sure that the
content is enough to attract their customers.

 Engage with audience: It is the significant factor that effectively contribute for the
growth of campaign. It leads to invest the prominent visuals including pictures which are
useful to gain attention of large customers. In relation with Merlin entertainment the
marketing of specific destination is to introduce the special price to their offerings in
order to attract large number of customers. Offer something valuable: It depict the key factor in terms of contributing towards the
success of marketing campaign for the specific destination. Offering effective things to
their customers undertake innovative factors and valuable things which are useful in
differentiating them from other competitors and helps in achieving competitive advantage
in market.
Comparison among destinations
Basis Adventure Destinations Family Destinations
Potential customers This campaign is opted by the
young individuals in terms of
having chilling adventure and
also have lot of fun in terms of
visiting various tourists
locations.
For Merlin Entertainment, this
kind of destination operations
undertake for the overall
family and consider the
requirements of the effective
age group of individuals.
Content Here, the effective marketing
campaign include the effective
facts and material considering
the electrifying skills,
locations which can be exploit
and so on.
This kind of content of Merlin
Entertainment undertake
various things and undertake
animation characters in terms
of gaining attention of kids by
offering prominent confidence
regarding the knowledge and
appearance of families (Önder,
Gunter and Gindl, 2020).
Therefore, it is identified that various destinations gets vary as per the needs which are
helpful for various marketing and effective functioning of individuals. As it can be done without

determining the choice of destination as it contrast various situations considering various types
of services and satisfaction of customers.
LO 3
P3. Roles of digital marketing in promoting a destination
Various organisations use internet in terms of having core technology regarding the
effective promotion of commodities and services as this method is termed as digital marketing.
In terms of spreading awareness regarding the company for effective products and services that
leads to cover large number of customers considering effective use of digital marketing as it
effective technique which undertake suitable promotion of destination (Stanko and et. al., 2019).
Therefore, to promote the destinations of London, Merlin Entertainment can opt various number
of tools which is helpful for effective functioning and offer prominent information to their
visitors. Few effective tools are mentioned as: Social media tool: It is undertaken as the best method of advertising and promotion of
sales of company which is useful in developing significant relations with customers in
terms of managing their customers. In relation with Merlin Entertainment, it tends to
provide effective benefits to company for having direct contact with customers in terms
of increasing the number of visitors. For example, significant trend of social media is not
increasing on continuous basis as individuals are suitably involved in social websites
including Facebook, Instagram, Twitter and so on. It is also useful for Merlin
Entertainment in terms of promoting various destinations of London including the major
use of social media as per the report. For this, the number of companies that leads to use
this as the major technique for effective promotion of destination to gain competitive
advantage. E-mail marketing: This method undertake sending mails to their potential customers
which is helpful in terms of promoting suitable places and destinations. Moreover, these
emails undertake effective thinking which is helpful for customers in terms of identifying
the prominent quality of destination and so on. It is undertaken as the cheap method of
promotion for effective destination as also used by Merlin Entertainment in terms of
promoting effective destinations and also tends to increase profitability and origination to
attract maximum number of customers (Hahm and Severt, 2018). It is also helpful for

respective company in terms of developing effective image among the potential
customers considering word of mouth marketing. Therefore, Merlin Entertainments and
its management tends to use this tool in terms of spreading awareness among them with
various destinations of London to gain suitable attention for their locations.
 Google analytics: It is well known as the internet analytics which is helpful in terms of
tracing the reports for prominent website and traffic. Moreover, it is considered as the
important tool for company considering the products that are helpful in managing the
data of customers and also consider the future planning in terms of understanding the
significance of digital advertisement campaign, prominent administration of company
and effective use of various tools including google analytics, websites and so on. It is
helpful for Merlin Entertainment in terms of promoting leisure time by offering luxurious
services for effective visit.
Therefore, considering the location of London, Merlin Entertainment tends to involve
their business in tourism by using their potential resources and also helpful for company in terms
of developing new image for promotional destination. It is also helpful for Merlin Entertainment
to improve their image by offering luxurious services that can be useful by company in terms of
getting additional interest and profitability.
LO 4
P4. Role and service of DMOs in marketing a destination
Destination marketing organisations refers to the prominent entity which is quite
answerable in terms of promoting the overall community that leads to make people more
attractive for tourism destination which is helpful in improving the image of visited places. For
this, Merlin Entertainment tends to develop strategies in terms of taking effective action that
directly lead towards the long term development for particular destination. It is also helpful in
developing and implementing campaigns considering effective promotion in terms of increasing
number of visitors at the tourist point (Joyner and et. al., 2018). Furthermore, it depict the
prominent strategies that significantly impact the visitors to visit destination in an effective way.
Furthermore, it is also useful in terms of increasing proper investment of tourists by have healthy
experience. For this, effective roles that are performed by Merlin Entertainment tends to promote
companies are mentioned as:

 Develop tourism marketing plan: It is considered as one of the most essential role which
is played by the destination marketing organisations. It is useful in terms of developing
and formulating suitable plans to attract maximum number of visitors towards the
destination (Neuburger, Beck and Egger, 2018). In terms of Merlin Entertainment, they
tends to conduct suitable campaign, promotion and many more. Furthermore, with the
help of proper planning, the effective objective and desired goals of respective company
is achieved in suitable period of time. It is also useful for Merlin Entertainment for its
mapping process in effective manner that tends towards the success and grow to gain
prominent position. For example, in London, there are various DMOs that are useful in
terms of developing plans to promote specific place. Advertising and promoting: In terms of attracting maximum number of visitors,
individuals get aware regarding the destination as it is essential to promote and advertise
suitable destination in effective manner. For this, Destination management organisations
tends to develop effective advertisement and promote prominent destination in an
effective manner considering the probable use of promotional techniques in terms of
attracting large number of individuals towards the destination (Bausch and Unseld,
2018). In relation with Merlin Entertainment, they tends to promote through its official
website and tourism website of London which is helpful in terms of gaining proper
details about effective culture and destination of London. Besides this, it tends to
undertake significant information considering the culture of London which is quite easy
for visitors, to enjoy their visit. In terms of having effective promotion its official website
of company tends to use several social media applications like Facebook, Instagram and
so on. For this, managers tends to use LinkedIn so that they can make suitable individuals
aware about their website and other destination in London.
 Market research: It is the another role which is performed by DMOs in terms of having
effective market investigation which is helpful to identify market trends and preferences
of individuals and then develop prominent plans in an effective way. Considering the
location of London, it is the expensive place which is not easily affordable for individuals
in terms of having prominent visit (Pouder, Clark and Fenich, 2018). By this DMOs tends
to design affordable and friendly trips for individuals in terms of increasing the number
of visitors in London. Additionally, analysing the basic needs of individuals is helpful for

the suitable fulfilment the prominently develop the mindset of people considering their
destination.
P5. Challenges faced by DMOs in marketing destination along with examples
DMOs tends to promote particular locations in terms of targeting audiences with the
objective of increasing the number of visitors. Along with this, it is also helpful in developing
effective image of specific destination in effective way. Moreover, in terms of promoting
advertising, companies face various challenges that are mentioned as:
Advancement in technology: In present times, technology is dynamic and keep changing
rapidly which is quite difficult for DMOs in terms of using it and also make effective alterations
in terms of occurring prominent cost among organisation. For this, individuals tends to use
effective things which are innovative in market in terms of attracting individuals which increase
the number of visitors (Zhang, Cheung and Law, 2018). In terms of Merlin Entertainment, they
face suitable issues in terms of opting advanced technology and also need proper investment to
opt new technology that negatively impact the revenue level of company.
Competitors: These individuals plays an important role for effective sales and
profitability of company. For this, there are various competitors who tends to promote suitable
destination which is essential for company to make innovative and various plans and by this they
can prominently compete with their rivals in effective way. For this, destination market is
increasing day by day and various new organisations enter at the market area and also promote
things in effective way. In terms of Merlin Entertainment, they tends to face high competition as
there are various destination marketing companies who provide suitable services to decrease the
price level and target suitable individuals as by this company face various problems that tends to
impact its sales.
Threat from natural calamities: It tends to depict the natural factors that occur and
convert into suitable calamities that can become threat for Destination Management
Organisations that significantly tend to create higher risk for organisations. The suitable arrival
of natural calamities tends to develop high risk for organisations and also undertaken as the
challenge which is faced by DMOs. Furthermore, individuals prefer suitable visit of effective
places which undertake the risk of flood, landslide, earthquake and so on (Choi and Cai, 2018).
In terms of promoting prominent places, it is essential for Merlin Entertainment to develop
prominent strategies in terms of having down turn that negatively impact the perspective of