TOURISM DESTINATION MARKETING

INDIGO Tourism Destination Marketing

Customizing strategic approaches to maximize the positive impact in destination resources and global trends.

Through our comprehensive experience servicing international tourism offices and companies in Asia, North America, and other destinations, INDIGO has shown that success stems from integrated destination-marketing capabilities.

Ongoing and effective communication with the destination is key. INDIGO leads with unlimited results, moulding the fundamental elements of marketing: Philosophy of destination, Platform of collaboration and Partners’ motivation

Case study:

Japan new golden route product assessment and international marketing strategy report (2020-2021)

Goal:

Analyze product potential in different overseas travel markets, and consult for preparation for strategic marketing projects through pandemic and beyond.

Product Assessment:

Expert SWOT analysis by INDIGO parter professionals in UK, France, Germany, USA, Taiwan, Singapore and Australia
Evaluation based on current consumer sentiment and future outlook
Product/market matching suggestions
Listing selected exclusive tour operators capable in high-end travel arrangement

Marketing strategy:

Strategy to serve as core marketing guidance for the destination, tourism products and services
Strategic key elements and tactical methods to identify target market audience
Progressive marketing approach to optimize investment
Partnerships to increase quality and value
Effective marketing projects to start in 2021/22

Next step:

INDIGO joins Zen Resorts’ marketing development process for Japan new golden route, and initiate most investment-worthy marketing plan to maximize destinations potential with capability of INDIGO professional partners in overseas markets.

Case study:

Tourism Shizuka Japan (TSJ Director, 2017- March 2021)

Goal:

Increase international travel and tourism markets for positive economic return while benefiting both traveler and local community.

Tourism-destination marketing:

Implementation of DMO strategy into active projects
In-house and regional human resources training
Stakeholder partnerships, networking, and collaboration
International partner search: trade, media, and organizations
Public relations, media marketing, and consumer communication including social media
Travel trade marketing
Product development and trade distribution system preparation
Event and thematic tourism marketing
Project review, effect evaluation, and report

Outcome:

International overnight guest count increased by 56% to 2.3M in 2019 (from 1.5M in 2017).
International tourism revenue assumption increased to JPY44.2billion (USD410M)
Created 60 media coverage in international markets resulting ad value of JPY856M (USD8M, amount revealed for the 13 exposures only) in 2019 (Korea, Taiwan, UK, USA, Germany, France, Canada, Switzerland, New Zealand, Brazil)
Created 42 new tour itineraries in store with international tour operators in 2019 (Global, Germany, France, UK, Canada, Australia, Taiwan, Cruise, Cycling, and others)
Collaborations with 16 regional municipalities/organizations for over 50 projects total in 2019
Developed over 80 export-ready local travel experience packages
Organized 38 seminars/training/forums where participants counted over 2,000 total in 2019

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TOURISM DEVELOPMENT STRATEGIES

Responsible planning for sustainable development of communities through travel and tourism.

TOURISM DESTINATION MARKETING

Customising strategic approaches to maximise positive impacts of destination resources and global trends.

TRADE & GOVERNMENT RELATIONS

Managing B2B strategies that adheres to regional regulations and cultural guidelines.

PR & MEDIA PARTNERSHIPS

Interpreting partner needs with international insights and best matching with unique stories.

CREATIVE PRODUCTION

Engaging core markets with most effective ways for successful B2C communication.

SPECIAL PROJECTS & EVENTS

Strategic thinking from holistic views to achieve innovative synergy and productive outcome.

TOURISM DESTINATION MARKETING

INDIGO Tourism Destination Marketing

Case study:

Goal:

Product Assessment:

Marketing strategy:

Next step:

Case study:

Goal:

Tourism-destination marketing:

Outcome:

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