Low Hanging Fruit? (VLog)

Creativity in leadership, branding, and marketing for master minds of destination marketing organizations

I ask you: What is your low-hanging fruit?

I know this may seem like a century-old question. But we meet many destinations that are trying to reinvent themselves or build new awareness of different positioning, for many reasons, some complex, some good, some not so good. Our rule of thumb, (yes another old cliché) is to always identify and brand a destination’s authenticity. It is much more cost-effective and faster to brand and promote a destination’s natural disposition and what they are already known for.

So what if your destination is originally known for something that is out of your control, dull, or not that positive?

Well, that is exactly, where creative action and strategy can be a powerhouse for magical exposure!

Here is a great, recent client example. Mission San Juan Capistrano, historic landmark and museum, and world-renown for the famous “Return of the Swallows.” The challenge: The cliff swallow population has declined the last decade due to urbanization and other factors in Southern California. What to do?

Find a prominent cliff swallow expert, who has studied the birds for over 30 years. Check.
Host press conferences and destination lectures with the expert, the client and the state of the birds. Check.
Launch a scientific experiment, lead by the expert to lure the birds back. Check.
Results? Public relations frenzy, no joke and no freak accident of attention, all strategically planned, because we came up with creative solutions for our client’s roots and focused on ripe fruit.

See the recent coverage and action for yourself below.

When it comes to positioning and branding your destination. Ask yourself some different questions. What is your destination originally known for? Maybe even ask, what is your destination hiding?

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