Data & Analytics
What DMOs get wrong about attribution
Most destination marketing organisations still measure the channels that are easiest to measure, not the ones that move visitation.
Industry feed
What destination marketers are publishing, sharing, and hiring for.
Content Strategy
The visitor guide is not dead — it just moved
Print requests are down. Guide engagement is up. Those two facts are not in tension, and treating them as one is costing budget.
Partnerships
Co-op marketing that partners actually renew
A mid-size CVB rebuilt its partner program around shared reporting instead of shared logos. Renewals went from 54% to 89%.
Content Strategy
Seasonality is a content problem before it is a budget problem
Shoulder season underperforms because nobody publishes for it, not because nobody wants to travel then.
Data & Analytics
How to brief a research agency without wasting the first month
A reusable brief structure that front-loads the decisions research is meant to inform.
Destination Marketing
Destination brand refreshes: when to and when not to
A new logo will not fix a positioning problem, and a positioning problem is usually what prompted the new logo.