How to use sponsorships to market your destination or event
Sponsorships in this current age are more than just funding opportunities. Sponsors can be used to market your destination or event. MKTG analyzed three ways any sports commission can do this.
Start by selecting a sponsor which helps you target a particular demographic. MKTG uses the example of Travel Alberta being a sponsor for the Los Angeles Kings. Travel Alberta created the Alberta Dome near the arena. The LA Kings encouraged fans to visit the dome before and after games, and to post pictures using a hashtag. With this activation, Alberta was able to market itself as a travel destination for Los Angeles residents.
Is your destination not generally not know by the public? Or maybe you want to focus on one certain area. MKTG suggests finding a sponsor that will put your name in front of a large audience. This is what Azerbaijan did when they got a sponsorship deal from Atletico Madrid, a prominent Spanish soccer team. This gave Azerbaijan a chance to promote themselves as a tourist destination and opened up the door to have conversations about trading with Spain.
For some cities, sponsors may be right in your backyard. The idea here is to attract local residents, have them spend their money in their hometowns. An example is when Pure Michigan became a sponsor for NASCAR and the Detroit Tigers. They decided to target a Michigan audience, who wanted to take a vacation, but still were close to home. This way, they kept tourism in the state.
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