Travel Drumheller Case Study
When I started working with Travel Drumheller in 2016 it was an organization in transition. With a volunteer board trying to maintain operations, it had become chaotic. What was clear was that Travel Drumheller needed a strategy, a plan and subject matter expertise.
As a rural DMO (destination marketing organization) Travel Drumheller’s role is to promote the destination out of market; meaning advertising and marketing in locations outside Drumheller. I looked at the opportunity as a long-term relationship, that would take Drumheller from limited visibility to (EDIT) The first task was to create a proper strategy to determine the vision and mission of the organization, this then led to implementing a full-scale marketing plan designed to leverage the limited budget with partnerships and media coverage.
In the two years working with Travel Drumheller; we have been able to bring on outside expertise to assist with a digital and social media strategy, created media partnerships in Edmonton and Calgary that provide integrated marketing campaigns a full-service production company to design, produce and print the visitor guide, work with a professional photographer for inspiring and experiential images and partnering with Travel Alberta on co-op marketing campaigns.
With a new website now getting over 30,000 page views a month, a visitor guide that is so popular we have waiting lists for copies and a more engaged local tourism sector, Travel Drumheller is seeing increased visitation throughout the province and even from BC and Saskatchewan. I enjoy creating long-term relationships with clients as it provides me the opportunity to have a 3000 ft. view of their operations and develop the best strategy to increase visibility, sales, funding, etc.