[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Territorial marketing (or tourism marketing) is a sector that has undergone changes.<\/span> The way we travel is changing, with a return to local tourism and the need to preserve destinations. <\/span><\/p>\n To remain competitive, <\/span>the tourism industry needs to bounce back<\/b> in the face of these changes and the opportunities that lie ahead. Marketing will enable them to promote their destinations and services. This is also\u00a0 a way to win travallers’ loyalty\u00a0 and remain profitable despite the seasonal nature of tourism. <\/span><\/p>\n In this article, we take a look at the relevance of gamification and the organisation of marketing competitions<\/a> to<\/span> boost regional tourism.<\/b> This interactive format offers advantages to attract travellers. Using real-life examples, we’ll look at how tourism marketing can be used to get your business off the ground. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Territorial marketing refers to the communication strategies that can be put in place to<\/span> promote a destination and the services<\/b> associated with it<\/span>.<\/p>\n The aim of a tourism strategy is to<\/span> boost a destination’s appeal<\/b>, making the travellers want to book stays and local experiences.<\/span><\/p>\n Regional marketing issues <\/b>are specific to tourism. These include <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Gamification, the integration of playable mechanics into a brand’s communications, is an lever to the tourism industry. In fact, by <\/span>using gamified marketing<\/a>, companies can<\/span>\u00a0immerse travellers in their local area<\/b> and make them want to explore it.<\/span><\/p>\n To inspire future marketing campaigns<\/span><\/a>, here<\/span> are 5 ideas for competitions<\/b> aimed at the strategic objectives of the sector.<\/span> <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Marketing games can be a way<\/span> of introducing people to a new destination<\/b> in a fun way. The whole point of gamification is to create an experience and maximise the time spent with the company thanks to a captivating mechanism. <\/span><\/p>\n Formats such as<\/span> Memory<\/span><\/a>, are a way of<\/span> highlighting the destination’s characteristics<\/b> (its specialities or points of interest). This is the strategy chosen by the Aveyron region to immerse tourists in the atmosphere of this destination around Christmas. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/11\/aveyron-memory.webp” alt=”Aveyron – territorial marketing memory” title_text=”aveyron-memory” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”85%” custom_margin=”16px||46px||false|false” custom_padding=”|70px||70px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Competitions can be a way of<\/span> highlighting the special characteristics of a region and promoting its heritage<\/b>. The challenge here is to share all the reasons that encourage travellers to visit the site. The local office could share <\/span>a Quiz<\/span><\/a> where travellers can test their knowledge while learning about the locality (places to visit, specialities to taste, experiences not to be missed, etc.).<\/span><\/p>\n Depending on the audience, the organisation can share this Quiz :<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Tourism marketing is about<\/span> the travellers’<\/strong> attention<\/b>\u00a0when they start planning their holiday. So there’s a need to animate your audience throughout the year so that your destination remains attractive. <\/span><\/p>\n A competition is a way of<\/span> stimulating your community and attracting leads.<\/b> It also encourages to take action by giving them the chance to<\/span> win prizes<\/span><\/a> (discounts on bookings, etc.).<\/span><\/p>\n The Hautes Viennes region<\/span> has boosted the appeal of its destination in the run-up to the 2024 Games<\/b> by sharing<\/span> a one-armed bandit<\/span><\/a>. These <\/span>Instant prizes<\/span><\/a> served as a reminder of the importance of visiting the region, but also to win discounts to make the most of your visit.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/11\/festivales-bandit-manchot.webp” alt=”Festivales – One-Armed Bandit ” title_text=”festivales-one-armed-bandit” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”85%” custom_margin=”44px||51px||false|false” custom_padding=”|55px||55px||” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n One of the key challenges of territorial marketing is to build customer loyalty. It’s easier to convince travellers who are familiar with the region and potentially <\/span> have an interest in it<\/b>. Competitions are a way of renewing interest, by showing that <\/span>a Puzzle<\/span><\/a> of the specific activities to each season.<\/span><\/p>\n Gamification can also<\/span> boost a loyalty program<\/b> (for a hotel group, as <\/span>Marriott Bonvoy<\/a> is doing). For each visit, visitors will be able to unlock a marketing game to have access to advantages (room upgrades, free services, etc.).<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Finally, competitions are a powerful tool for collecting data. The more information tourism operators have about their audience, the more they will be able to offer experiences and <\/span>retarget travellers with offers. <\/b><\/p>\n Surveys are a way of<\/span> collecting post-visit feedback<\/b> and identify areas for improvement. Upstream of the customer journey, companies can share <\/span>Psychoquiz<\/span><\/a> to define the profiles of leads and make relevant recommendations.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\nWhat is territorial marketing?<\/h2>\n
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Marketing competitions to boost territorial marketing<\/h2>\n
1. Discovering new destinations<\/h3>\n
2. Enhancing our heritage<\/h3>\n
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3. Engage audiences and make them want to leave<\/h3>\n
4. Building traveller loyalty (making them want to come back)<\/h3>\n
5. Collecting data and refining customer knowledge<\/h3>\n