KILLINGTON — Print and broadcast media are still part of the equation but the Internet combined with the explosion of smartphones is changing the state's tourism marketing strategy.
It's a strategy that is allowing the state to collect a database of consumer information, targeting visitors based on their specific interests.
This winter the Department of Tourism and Marketing used South Station in Boston for a marketing campaign to drive would-be visitors to www.pathtovermont.com. It included daily text-to-win giveaways. In all, the state received nearly 6,000 text message entries.
“We used a number of different assets to drive consumers to this site,” Steve Cook, deputy commissioner of the Department of Tourism and Marketing, told the 29th annual Travel Industry Conference last week. “And our strategy is primarily regeneration, developing a group of active, engaged consumers who we can continue to collaborate and promote special last-minute packages, special last-minute promotions … not just through the winter season but in future seasons as well.” Read more....