This document discusses how destination marketers can close the gap between online and offline marketing. Most destination marketing budgets are spent on traditional offline channels like magazines, TV, newspapers and radio. However, research shows travelers now begin their journey online. To close this gap, destinations must ensure they can deliver a memorable experience and go social by joining networks to make sure everyone knows about the experience. They should also reconsider how much advertising impact they actually get from large budgets, given how much other advertising the average traveler is already exposed to each day.

1. MARKETING
EDEN
DESTINATIONS
CLOSING THE GAP

2. BELIEFS
FOR MOST OF EDEN DESTINATION MARKETERS
MARKETING=COMMUNICATION

3. BELIEFS
MOST OF THE COMMUNICATION BUDGET IS SPENT ON
MAGAZINES, TV,
NEWSPAPER, RADIO,
OWNWEBSITE

4. WHERE IS
THE GAP?

5. ONLINE IS ON
OFFLINE IS OFF
The Traveler’s Road to Decision 2011Google/IPSOS OTX Media CT

6. JUST SOME MATH
Assuming the per-capita consumption of
advertising in Europa is 500 Eur a year
If you spend 1 million Eur a year on
advertising, you are bombarding the average
traveller with less than a half cent of
advertising, spread over 365 days to a traveller
already exposed 499,9 ½ worth of other
advertising.?
This is one the many insights of Al Ries & Jack Trou,
Positioning: The Battle For Your Mind

7. SO, WHAT’S NEXT?
HOW DESTIANTIONS CAN CLOSE THE GAP?

8. 1. MAKE SURE YOUR
DESTINATION IS ABLE TO
DELIVER A MEMORABLE
EXPERIENCE
2. GO SOCIAL. MAKE
SURE EVERYBODY
KNOWS IT
JOIN THE
EDEN SOCIAL
PROJECT
edenet.facilitator@gmail.com, Aivar Ruukel @Ruukel