Regional DMO Celebrates Successful Tourism Launch

With several new attractions opening in their area, the team at the Northern Kentucky CVB called upon the Relate Strategy Group to help educate local partners, perform valuable market research, coach their newest team members and share their message through trade representation.

How did we do this?

We invited members of the professional travel community to share their thoughts on the regional destination. The benchmark survey was conducted in June 2018 and, for the sake of measuring the impact of the digital, direct mail, print and face-to-face pitching delivered since the start of our work together, are compared to responses collected in March 2017.

Relate Strategy Group met with local stakeholders to share insight on buyer needs, interests, popular themes and industry trends. We then led a workshop to develop new ready to launch itineraries.

Relate developed a dynamic multi-faceted marketing campaign to share destination offerings with travel trade buyers in digital, print and direct mail formats. Delivering over 18,000 powerful impressions.

Relate Strategy Group’s team was engaged to personally present destination highlights at industry trade shows and on sales missions to important feeder markets, generating dozens of leads, referrals and new business inquiries. 

The Results

  • 39.9% increase in buyers who report having had a tour overnight within 50 miles of the destination with the last three years

  • Buyers reported to being 16% more likely to run a trip to the destination and its metro area within the next three years.

  • 44 travel trade buyers and packaged tour operators indicated that they would be interested in a familiarization tour of the area

  • Travel trade buyers and tour operators report that they are 20% more likely to run a trip that includes a visit to local attractions

  • 48 new package tour companies indicated that they were working on new product and looking for additional information about travel to this destination