Destination Marketing: Campaign Analysis & DMO Role - Only Travel

This report provides a comprehensive analysis of destination marketing, focusing on Only Travel Marketing in the United Kingdom. It evaluates the principles of marketing planning, including product, price, place, and promotion, and analyzes key elements of various destination marketing campaigns like Visit London and Colour of Carlsbad. The report reviews different digital marketing tools used for promoting destinations, such as content marketing and social media marketing, and examines the role and services of Destination Marketing Organizations (DMOs). Furthermore, it assesses the challenges faced by DMOs in marketing destinations, providing a thorough overview of the strategies and obstacles involved in attracting visitors to specific locations.

Unit 26 Destination
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Evaluate how principles of marketing planning support the marketing of a destination..1
TASK 2............................................................................................................................................2
P2 Analyse the key elements of a range of destination marketing campaign........................2
TASK 3............................................................................................................................................4
P3 Review the different digital marketing tools used for promoting and advertising a specific
destination...............................................................................................................................4
P4 Examine the role and services of DMOs in marketing a destination................................6
P5 Assess the challenges faced by DMOs in marketing destinations using a range of examples
................................................................................................................................................7
CONCLUSION................................................................................................................................8
References:.....................................................................................................................................10

INTRODUCTION
Destination marketing marketing refers to the managerial process of advertising and
communicating with the customers in order to attracting the visitors such as tourist, university
students, investors, skilled labour and many more. In simple words, it can be defined as the
marketing under which a specific destination is being promoted to the potential visitors for the
purpose of increasing the number of people that travel to the location. Destination can be
moderately particular, as is the case with town or city marketing or it can be region or country
marketing. The chosen organisation for this report is Only Travel Marketing which is located in
London, United Kingdom. This report deals with the principles of marketing supporting the
marketing of a destination, key elements of range of destination along with the several digital
marketing tool. Furthermore, it also cover the roles and services of SMOs along with the
challenges faced by them.
TASK 1
P1 Evaluate how principles of marketing planning support the marketing of a destination
Marketing is defined as the process of predicting the future regarding the events which
are related to the framing of overall strategy for the purpose of meeting the organisational g0oals
and objectives. The process of marketing have been performed by the managers and leaders of
the organisation by undertaking the related resources which have a relation with the
accomplishment of objectives along with improving the growth and profitability. Marketing
planning is done for the UK destination in the below explained manner: Product:It has been found a necessary for the consultant of tourism development to
make sure about the products of the organisation that they are offering the effective
products so that they can involve the value of their customers which leads to the growth
and development of entire organisation. Product is defined as a touchable thing having
physical presence which satisfy the need and requirement of customers. For example:
Only travel Marketing is including the analysis of leisure, food, accommodation and
many more services in United kingdom. Price: It refers to all those factors with implies the selection of correct pricing
strategies. There are several factors on the basis of which the organisations fix prices of
products such as demand of product, purchasing power of customers along with
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sociology of customers and many others. It is an effective process to determine the best
process of products and services as it leads to the profitability of organisation. Along
with this, it also result in the promotion of suitable destination in United Kingdom. In
order to deciding the pricing strategy, the organisation select the competitive pricing
strategy which decide prices only after analysing the prices of competitors.
 Place: The need of selection of place is another important aspect of marketing of a
company. Now a days the businesses do not focus on the physical presence of
organisation. Mostly, Only Travel Company is preferring the social media platforms
such as Instagram, Facebook, Twitter and many more for providing the services to the
customers.
 Promotion: The most important part of marketing of an organisation is promotion as it
help the organisation in reaching to the huge number of customers by providing
products and services as per the taste and preferences of customers. In order to
promoting the destination in United Kingdom, the organisation is required to use
effective promotional tools such as advertisement, sales promotion and many more.
Advertising help the organisation in covering the large amount of customers but it is
very costly as it also target the non potential customers. Sales promotion refers to the
providing of various discounts and other benefits to the customers on the purchase of
products and services.
TASK 2
P2 Analyse the key elements of a range of destination marketing campaign
Destination marketing is related to the specific suitable location for the purpose of
attracting more and more visitors along with motivating the people to visit. It also leads to the
enhancement of economy along with improving the employment ratio by providing the job
opportunity to the people. Marketing campaigns work for attracting the tourist towards the
organisation by several of events. In the context of Only Travel Marketing, the management
wants to provide them effective and amazing experience to their customers. Some of elements
which are being used by the organisation to analyse the success of campaign are given below:
 Digital target audience: It is important for the organisation to find the effective
influencer before making decision regarding the target customers. The Only Travel
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Marketing make the several of groups of customers for the purpose of formulating
the campaigns for a particular group. By these campaigns the organisation offers
travelling to UK to the customers. They also focus on finding the probable customers
which plays an important role in the success of marketing campaign.
 Establishing Goals: At this level, the organisation is required to recognize the
expectation of marketing campaigns. Only Travel Marketing has develop their aims
and objectives to cover huge number of people to provide the information regarding
the tour and travelling as it will result in the increase in profit and revenue of
organisation. They are performing marketing activities for the purpose of attracting
the several of tourists towards the organisation.
 Define Budget: In order to performing the marketing campaigns, the organisation is
required to prepare the budget as it help the organisation in performing the the
marketing activities effectively which implies positive impact on their customers.
The organisations perform the marketing activities of marketing campaigns as per the
planned budget. Budget help the organisation in knowing about the amount which
they are going to spend on the marketing campaigns. They focus on the performance
of activities in minimum cost.
 Formulate targeted Context: After all the above steps it is compulsory to offer and
explain all facilities to traveller that what and how the set budget is suitable for them
what all destinations they are going to visit and other facilities. Having proper
communication with clients makes it easy to develop tourism in UK.
 Engage with audience: It refers to the strategy which which help the organisation in
engaging with the audience for the purpose of making good relationship with them
by informing them about the real story of selected destination.
Example of destination marketing campaigns- Visit London campaign- It was started in 2011 which was majorly focusing on the
promotion of culture, popular places, famous food, sports and many more of Britain for
the purpose of grabbing the attention of travellers. In 2018, they also launched 'I love for'
campaign to shine the spotlight on unexpected experiences and less explored destinations
in United Kingdom. This campaign leads to the promotion of all the places of London for
its promotion. It only promote the Great London rather than the whole world only
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because of the act of 1969. It perform an important role in merging the British Tourism
Authority and English Tourism Council. But after sometime, the merger get closed and
then both the authorities started working separately. The main aim of this campaign was
to increase the inbound of tourism across the United Kingdom. The organisation achieve
this objective by focusing and promoting the campaign to the people who want to spent
their holidays in London.
 Colour of Carlsbad- It is defined as the campaign of California with the campaign
“colours of Carlsbad”. Under this campaign, they had developed 4 colours which make
the pictures highly attractive and perfect for destination and travellers both. By the use of
social media, they enhance the popularity among worldwide which result in the gaining
attention of travellers towards the destination. The main aim of this campaign is to
develop Carlsbad (city in California) the hottest destination for those people who are
Insta-worthy images lover. The best part of this campaign is that they provide the best
picture of destination and tourist so that they can post it on several social media
platforms. They make strong their presence by providing most attractive service of social
media feed to the travellers. They are known as the colour of Carlsbad because of the
availability of different colours in their destination such as green hills, blue oceans,
electric urban environment and many more. For the purpose of achieving their objectives,
they started promoting their campaigns by social media which help them in reaching to
the maximum number of people all over the world.
TASK 3
P3 Review the different digital marketing tools used for promoting and advertising a specific
destination
In order to doing the promotion of products an services, the organisations has developed
several of marketing tools. Only Travel Marketing is also using the marketing tools for the
purpose of attracting the customers and expansion of business organisation. Some of tools are
explained below:
Content Marketing Social Media Marketing
It is defined as the creation of content which is
valuable, consistent and relevant. The main
Social media marketing refers to the
performance of marketing activities by the use
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objective of this marketing is to attract the
attention of customers by providing them true
and correct data. Majorly, it perform the
function of promoting their merchandise on
articles, blogs, websites and many more. In
simple words, content marketing can be
defined as the process of sharing the real
experience of customers and employees related
to the particular brand or organisation. This
tool make the information believable to the
customers related to the products and services
as they customers share their positive
experience to the other customers having the
same interest. It plays an important role in
influencing the customers that if others are
getting profit by purchasing the product then
why not we will gain the same benefit.
of several social media platforms such as
Facebook, Instagram, Twitter and many more.
It has been found that most of people are
highly active over social media so the
organisations found the best option of
performing advertising activities. By these
actions, they can reach to the maximum
number of people. In the context of destination
marketing, mostly the tourists reaches on the
social media page of the specified location for
the purpose knowing about the details of
location. Customers can attract towards the
pictures and videos of famous location. Hence,
it has been found as necessary for the Only
Travel Marketing to create their own page on
social media and share the adventitious
pictures and videos of particular attractive site
to encourage tourists to visit the location.
Digital Marketing Campaigns of United Kingdom:
 Visitlondon: The major aim of this campaign is to promote the destination of London
and attract the people to visit London. Under this they have prepared a social media
account on Instagram and Facebook for the purpose of promoting this camping which has
been shared by the UK culture dancing videos and several enjoyment videos.
 Westjet Christmas miracle: This campaign was launched by Canadian Airlines in 2013
to grant the passenger their Christmas wishes by a livedigital stream to centre. This
campaign use the digital way for distracting passengers and air hostess at flight quickly
wrapped the gifts for their passengers which is to give present to them and thanking them
to visit this destination.
 Thomas Cook: It is the world famous campaign which is being used for the purpose of
using virtual digital way for giving experience to their customers that how the exactly the
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destination look. By using this camping the real look of destination have been provided to
the customer for a few minutes so so so that they can decide the like and dislike the
destination.
P4 Examine the role and services of DMOs in marketing a destination
Several of organisation apply effective Strategies for the purpose of attracting tourists
towards the destination. This strategy is a plays a vital role in the long-term development of
destination which is commonly known as destination management organisations. IT Act as
gateway to the destination for visitors. The main purpose of it is to provide the most important
information to the tourist. Sum of roles of our destination management organisations are given
below:
 Market Research: It refers to the process of identifying the targeted customers along
with their needs and wants so that the organisation can know about the behaviour and
purchasing habit of their customers. Destination management organisation plays an
important role in conducting the marketing research and analysis for the purpose of
knowing about the particular for the purpose of satisfying the tourist and to know about
preferences of the tourist that what type of destination they are looking for spending their
vacation.
 Conducting Marketing Campaign: Another role of DMOs easy to conduct the marketing
campaigns. It is important to analyse the market condition first by doing market research.
Campaigns are done for the purpose of creating Awareness to the customers at a same
time by the use of social media platforms full stopper brand awareness content marketing
camping product launch camping and many more are the several reasons for the
campaigns.
 Making effective marketing plans: DMOs plays an important role in developing the
effective marketing plans for the destination marketing. This planning include the
development of plans regarding how and when they are going to provide the information
to the customers. What are the strategies they are required to develop in the organisation
to attract more and more customers. Along with this they have to plan the activity is to
meet the competition in the market as well. The plans made by DMOs are transferred to
the other departments for the purpose of implementing the strategic plan. Increase in the
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customer awareness is the major aim of this planning process regarding the destination
along with making the beliefs their targeting customers.
 Clearing doubt of customers: The major role of this organisation is to listen all the
concepts of their customers properly and clearing their all doubts regarding the offered
destination services. In the several cases customers make predictions that offer
destinations are not safe for them or having some unwanted activities. In this case the
organisations is required to provide appropriate proof to the customers and clear all their
doubts regarding the particular location.
P5 Assess the challenges faced by DMOs in marketing destinations using a range of examples
Due to the the dynamic and multitasking characteristic of destination management organisation
they have a vital role. Along with this they have also faces several of problems of. These
challenges and problems can be come the big obstacles in the performance of their task. Hence it
is necessary for the organisation to solve all the issues on time so that they can work smoothly.
Some of challenges and issues faced by the destination management organisation are given
below:
 Analysing Customer Behavior and attitude: Analysing customer behaviour and attitude:
Identifying behaviour of customers and attitude is the biggest challenge for DMOs as it
refers to the analysis of all those partners which do not stay same for a long time. The
nature and attitude of customer has a dynamic in nature and it changes constantly. Hans
the destination management organisation faces several of problems while analysing the
needs and demands of customers. When the organisation wants to provide some special
services regarding their destination after analysing the the need of a customer their
behaviour get changed and they Plan some other destination which is different from the
previous one. In this way they face the challenges while analysing the behaviour of
customers. The only travel marketing is required to overcome buy this challenge by
conducting all activities such as analysing customer behaviour and offering and making
them influenced towards the destination. The organisation do all this process on a
constant basis and do not provide the time to the customer to change their mind for the
destination.
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 Threat from natural calamities: It include the natural disasters on which there is no any
control of human. Some of the natural calamities include earthquake, storm, flood,
Tsunami and many more. While planning the spending of vacation in some adventurous
destination the customer firstly think about the safety from natural climate is or not.
London mostly face the problem of strom. Hence it is a huge problem for the marketers
to make belief to the customers that they are safe from any kind of natural disasters. Any
sudden natural disaster at the destination offered by the company implies a negative
impact over the customers mind regarding the destination as well as a pond the company.
For the purpose of over coming from this problem the only travel marketing are required
to promote only those destinations which are safe from the natural disaster and very low
percent of chances of disasters.
 Competitors and their strategies: The availability of several of companies in the market
as the competitor of the only travel marketing implies used challenge for the organisation.
The new organisations are entering in the market with the strong and best strategies
which impact the already existing companies. It is a huge challenge for the only travel
marketing to compete with their tough competition such as Class Adventure Travel, Hays
Travel, Escape2Holidays and many more.
CONCLUSION
From the above report it has been concluded that the destination marketing is playing a vital
role in increasing and developing the tourism sector. In order to making the better strategy is it is
necessary to determine the product place price and promotions so that the best destination can be
offered to the tourist full stop for the purpose of creating awareness among the customers the
organisations use destination marketing campaigns as they provide the true and useful
information by the use of several platforms. Social media marketing and content marketing are
considered as effective digital marketing tools which are being used by the organisations to
promote the particular destination. Content marketing share the real and actual fact regarding the
destination with the customers. The organisations use several pictures blogs videos articles and
many more for the purpose of sharing the experience and reviews with them. Social media
marketing refers to a marketing tool which shares the content through the use of social media
platforms such as Facebook Instagram and many more. The customers get more attracted by the
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use of a marketing campaigns which are provided on the social media platforms. Destination
marketing organisations manage the destination tools for their customer by offering them the
advantages of several locations. It plays a huge role in the tourism sector which are given above
in the report. Along with this, DMOs have to face the several issues which are also stated above.
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