Tourism, Security and Safety From Theory to Practice

Techniques for Delivering Campaign Messages
A number of different methods for improving a destination’s image can be
employed by campaign managers to deliver their key points. Choosing between
these options depends on the campaign’s goals and timing, on the economic situa-
tion of the destination and that of competing destinations, on the available budgets,
and on many other factors. The most common techniques are: (1) Advertising—
this is the most popular tool for marketing destinations, and is based on purchas-
ing advertisements in the media and delivering messages to target populations.
According to a CNN poll, $538 million was spent on marketing locations in the
United States alone during 1999 (Piggott, 2001, as cited in Morgan and Pritchard,
2002). Transferring advertising messages to the target audience can be accom-
plished by using several techniques. The ads can highlight existing attractions of a
destination, and describe the destination from the viewpoint of the targeted popu-
lation (such as showing a European tourist in Thailand). They can present the local
viewpoint, emphasizing how a visit will affect the tourist, or depicting the desti-
nation as suiting a certain lifestyle. In a time of crisis, there is a tendency among
advertisers to use celebrities to pitch a destination. For example, movie and televi-
sion actors were used to promote tourism to New York and Washington after the
September 11 events. (2) Direct mailing/marketing—this method involves directly
addressing target populations through mail, personal meetings, telephone, or elec-
tronic mail. Target audiences are sent brochures, maps, photographs, and informa-
tion pamphlets in the hope that they will become interested in visiting the
destination. (3) Sales promotions—this refers to short-term offers for various des-
tination services, such as reduced prices in local hotels. (4) Public relations—this
technique attempts to influence the way the destination is represented in the vari-
ous media. Destination spokespeople or public relations advisors try to create a
favorable image through promoting special events and positive stories, and at the
same time attempt to prevent the publication of any unfavorable stories, especially
during crises.
In order to achieve success, it is imperative that a high level of coordination
exists between the various techniques employed by the campaign and that the mes-
sages delivered to the public are of similar content. Marketing and public relations
campaigns are complementary and must be mutually supportive. For example,
while a marketing campaign attempts to attract tourists to a destination using
advertisements and brochures, in the public relations campaign spokespersons and
advisors should convince news people to publish positive stories on the destina-
tion, such as the growing number of tourists rushing to visit (if this is indeed the
case), the opening of new tourist attractions, and reports about celebrities who
have visited there.
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