Tourism Advertising Media Recommendations - A Complete Guide to Marketing Strategies to Attract International Visitors | EMCG
Part 4 - Local governments and tourism boards
In this article
- Key challenges in municipal tourism promotion
- Tourist decision journey and advertising touchpoints
- New Airline Media - Strategies for attracting international tourists
- Vertical Media - Strategies to Target Domestic Travel Demand
- Designing a VM+NAM integrated tourism marketing campaign
- Application scenarios by municipality
- Frequently asked questions (FAQ)
Key challenges in municipal tourism promotion
There are three common challenges that municipalities and tourism boards face when executing tourism promotion campaigns.
Tourism promotion should reach "people who are likely to actually visit the area," not an indefinite number of people. TV and out-of-home advertising is a waste of budget because it reaches people who have a high exposure but low interest in tourism.
If you want to attract international visitors, your ads need to be seen overseas, but international digital advertising can be complicated to manage and operate, requiring you to design messages that fit the local language and culture.
It's hard to predict when consumers are thinking about "where to travel," and to be in the moment, you need to create constant touchpoints in their daily lives.
Designing tourist decision journeys and advertising touchpoints
Effective tourism promotion requires understanding the journey of a tourist from awareness to decision to visit a destination, and designing advertising touchpoints for each stage.
New Airline Media - Key strategies to attract international tourists
EMCG Core Media
New Airline Media (NAM) - Advertising to promote airline tourism
From aircraft exterior wraps to in-flight advertising, it's the most effective way to expose your tourism brand to international tourists throughout their journey from origin to destination.
3 ways to attract international visitors to your NAM
Wrap the entire fuselage of an international airplane, which is primarily used by foreigners visiting the region, with the tourism region brand design. The tourism brand is continuously exposed from the departure country airport to arrival at Incheon-Gimhae-Jeju Airport. Since the aircraft wraps are also exposed at local airports, tourism promotion is also generated in the country of origin.
Showcase local attractions, food, and experiences on in-flight monitors and seat displays during the flight. In an environment where smartphone use is limited, your tourism brand is engaged with the excitement of travel. Print exposure is also available through in-flight magazines and tray table ads.
Link ads in major international airports such as Incheon, Gimhae, and Jeju with ads on airplanes to ensure that foreign tourists repeatedly encounter the tourism brand before and after arrival. Concentrate on areas where foreigners must pass through, such as duty-free zones, baggage claim, and immigration.
Additional Effects of NAM Tourism Promotion - Social Media Virality
Uniquely designed tourism branded aircraft wraps are spontaneously photographed and shared on social media by aviation fans, travelers, and influencers. This creates a viral marketing effect that exceeds the cost of advertising, especially on Instagram, YouTube, and TikTok. It also has a positive impact on the image of tourist destinations.
Vertical Media - A strategy for precision targeting domestic travel demand
EMCG Core Media
Vertical Media (VM) - Targeted ads to domestic travel interests
Deliver targeted tourism promotion ads to a highly travel-inclined domestic audience based on carrier, membership, and cardholder data. Attract domestic visitors and keep them coming back.
How to capture domestic travel demand with VMs
Designing a VM+NAM integrated tourism marketing campaign
The most effective tourism promotion campaigns are integrated, utilizing both VMs and NAMs simultaneously to create a consistent tourism brand experience for both domestic and international visitors.
Travel Interest Audiences
→ Drive domestic visitors
International traveler exposure
→ Attract inbound
Maximize the number of visitors
Going viral on social media
| Campaign stages | Media Utilization | Purpose | Duration |
|---|---|---|---|
| Proactive awareness | VM (Carrier-Membership) | Expose your destination brand to domestic travel interests | 4-8 weeks before the season |
| Immersive on the go | NAM (Aircraft-Airport) | Tourism brand experiences from departure to in-flight to arrival | Anytime during the season |
| Encourage return visits | VM (Retargeting) | Encourage repeat visits from visitors | 2-4 weeks post-season |
| Global Viral | NAM Wrapping → Social Media Spread | Reach potential international tourists with voluntary social sharing | Pre-campaign period |
Scenarios for applying tourism promotion ads by municipality
Jeju Island - Campaign to attract international visitors
Wrap the Jeju tourism brand on international aircraft on Japan-China-Southeast Asia routes. From the airport of origin to arrival in Jeju, passengers experience a consistent Jeju tourism brand, and in-country, they are exposed to Jeju-specific content (hidden spots, restaurants, and experience programs) through VMs.
Gangwon-do - Capitalizing on seasonal tourism demand
Run Gangwon-do tourism advertisements on VMs during the winter ski season and summer beach season to target travelers in the Seoul-Busan area. Add NAM in-flight ads to domestic flights from Gimpo-Incheon Airport to Gangwon-do to deliver tourist information with excitement while traveling.
Busan - Strengthening the image of a global tourism city
Enhance the image of Busan as a global tourism city by wrapping international aircraft of major nationalities (Japan, China, Southeast Asia) visiting Busan. At the same time, the VM exposes core tourism contents such as Busan Haeundae and Gwangalli to domestic travel interests, targeting both domestic and international visitors.
Small towns - branding your hidden gems
Smaller, lesser-known cities leverage VM's precision targeting to reach local audiences of interest first. As visits increase, spontaneous social sharing increases, and a phased strategy leading to an amplification campaign with NAMs works well.
Frequently Asked Questions - Local Tourism Ads FAQ
Related keywords
Tourism advertising media
Municipal tourism marketing
Promote international tourists
Marketing to attract visitors
Tourism promotion OOH advertising
New Airline Media
Vertical Media
Airline tourism advertising
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