Tourism and regions

The first step is answering where visitors come from — the large cities, neighbouring regions, abroad. That determines the regional radio stations with coverage in those areas and the out-of-home sites people from those cities pass every day: stops, the metro, the surroundings of shopping centres.

Regional radio is a natural medium for destinations: it has local coverage, goes live quickly and suits reminders about an event or a weekend programme. Transit and city sites then keep the destination’s visual in view for the whole campaign.

Summer holidays are decided in spring, skiing in autumn. A campaign starting with the first warm weekend is already late. Spring and the pre-Christmas period are also busy in out-of-home and radio, so sites and positions are reserved well ahead.

For events — festivals, markets, seasonal openings — we plan a shorter, more intense burst just before the date, when high frequency is needed in a limited window. Cinema before the summer season is another way for destinations to reach an audience already thinking about leisure time.

Destinations also live on recommendation. Press and creator trips — inviting travel editors and content creators to experience the place for themselves — produce features and posts that carry more weight with readers and followers than advertising. They need planning well ahead so the coverage appears when people are deciding on a trip, and any paid collaboration with creators has to be labelled as advertising.

Regional authorities, destination management organisations and regions often work with public or grant funding. The buy therefore has to be documented: what was ordered, what aired, where each panel was posted and what it cost.

A campaign evaluation with photo evidence of sites and verification of aired spots is standard here. It gives the client what they need for reporting and the arguments for the next budget year.