It's not necessary to capture a destination on a bumper sticker (just ask France or Italy), but it certainly helps when it comes to modern tourism marketing.
Compelling discussions with travel industry leaders and creatives who are helping to shape the future of travel.
The tourism marketing slogan presents challenges.
Like any other brand that tries to sell its benefits with a catchy phrase, destinations have to grab consumers’ attention and get an idea stuck in their brain so the next time they start planning a trip to someplace historic, Greece’s “All Time Classic” may be stuck in their head or when they want to hit the beach, they think Fort Lauderdale’s “Hello Sunny.”
But for every iconic slogan like “I Love New York” there are examples like Edinburgh’s “Incrediburgh” or Ohio’s new “Find It Here” that miss the mark.
Luckily that’s not a problem for this week’s Skift Podcast guests. We are joined by Virginia Tourism Corporation President & CEO Rita McClenny. Virginia lays claim to “Virginia Is for Lovers,” which has served the state well for 47 years and has become one of the more iconic taglines in all of advertising. We are also joined by Arnie DiGeorge, Executive Creative Director of R&R Partners‘ Las Vegas account, which was behind what is also becoming an iconic tagline, “What Happens Here, Stays Here.”
This week Skift co-founder Jason Clampet sits in for Hannah Sampson. He’s joined by Skift editor Andrew Sheivachman.
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Photo credit: The Vegas tagline is as iconic as it gets in tourism marketing — or any marketing. Moyan Brenn / Flickr