Take the road less travelled

Your feature raised a notable point about destination marketing, namely: avoid the clichés, find your stories and tell them creatively and powerfully.

From a creative’s point of view, travel is one of the most exciting, dynamic sectors to work in. The rich cultural and historic diversity of every destination should be fertile territory for any agency, so it’s sad that so many fail to dig deep to find a distinct proposition.

Destination marketing should stir emotions, spark nostalgia and open minds. Consumers must feel a visit is imminent. They should feel the sun on their face, the sand between their toes and the butterflies in their stomach. If you can bring all these elements together you will almost certainly be on to a winner.

Ian Bates, creative director, Entire

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