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Attracting Attention

Promotion and Marketing for Tourism Attractions

Andi Stein

From theme parks and museums to zoos and aquariums, attractions draw millions of visitors each year. Regardless of type, they all share one common denominator – they are intended to provide visitors with memorable experiences. This book offers information about how to promote and market tourism attractions for maximum results. It looks at different approaches, strategies, tools, and techniques marketers can use when promoting their organizations to the public. Topics include advertising and marketing; media relations; social media marketing; sales promotion and merchandising; special events; guest relations and customer service; employee relations; crisis communications; and social responsibility and sustainability. In addition, it includes a variety of examples from attractions that have implemented successful promotion and marketing activities.
Whether in the form of a news story, television commercial, brochure, website, Facebook posting, or special event, promotion and marketing have the potential to show customers the possibilities that await them. This book addresses the many different ways to reach this potential. It explains how to make the most of promotion and marketing to bring people into an attraction and keep them coming back for more. Attracting Attention offers valuable information for practitioners and for students enrolled in tourism, hospitality management, marketing, and communications programs. It is a handy resource for those working for attractions and tourism-related organizations.
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Chapter Four: Promotion, Advertising, and Marketing

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Once the components of an attraction have been put into place, the process of promoting and marketing it begins. The primary role of promotion and marketing is to create awareness and stimulate interest in an attraction. This in turn can build anticipation and excitement on the part of consumers. Ultimately, this will lead them to take action and see what the attraction is all about.

← 41 | 42 → While the long-term goal of promotion and marketing may be to bring individuals into an attraction, the process of reaching these customers may involve other public groups as well. These include travel agents, tour operators, meeting planners, and members of the media who can help promote an attraction by telling others about it.

A number of promotional tactics can be used to generate interest in an attraction. Marketers often refer to them as the “communications mix.”1 They include advertising and marketing, public relations and publicity, and sales promotion and merchandising.

This chapter offers general information on developing effective promotional materials for attractions, with an emphasis on advertising and marketing. Subsequent chapters will address media relations, social media marketing, sales promotion and merchandising, and special events.

Regardless of the type of promotional materials used, there are certain steps to take to ensure they will reach their mark and generate positive results. These include setting clear objectives, developing a realistic budget, defining a target audience, preparing a focused message, choosing an appropriate medium, and...

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