Overview
Destination marketing
Sales and services to increase awareness
Conversion of persuadable visitors through targeted market strategies focusing on innovative promotional, sales and service programs
Insights
A successful brand campaign works with customers to create a social experience which is enjoyable to all, meets or exceeds their expectations and creates a subscriber. A successful brand mitigates the sensitivity to price, heightens the user experience through intangibles and leverages its unique assets to set it apart from it’s competitive set.
From research, the most effective strategies are born. Both secondary and primary research hold the keys that with insightful analysis open the door to the “big idea” or the “overarching concept” that can truly move the needle and build sales.
The Execution
The most un-leveraged opportunity that DMOs have at their disposal is GUEST CONNECTIONS. Make the Huntington Beach experience one they will never forget with connections that will convert the visitor to an endorsing subscriber. Subscriber endorsements from prior visitors are the most compelling selling point for a destination. Nearly everyone planning a vacation, getaway or even business trip relies on the word of peers during the research phase and while at said destination. Create cohesive branding that embodies the Huntington Beach Surf City USA culture and lifestyle.
The "Wave Hello" concept brings Huntington Beach to the people. A van travels to large cities and engages the people by having a conversation from a big screen. We have a spokesperson live stream from Huntington Beach and talk to passers by about how great it is to visit the city. They would get travel discounts and vouchers with airlines and local HB hotels for participating. A social media campaign would allow users to follow the campaign as it travels around. An ad campaign would also run in trade magazines to entice group meeting managers. The ad campaigns would feature local merchants and residents with their testimonials about how great the city is to live and work.
