In today’s competitive landscape, Destination Marketing Organizations (DMOs) are no longer just promoters of a place; they are the architects of narratives that shape travelers’ perceptions and experiences. In fact, being the storytellers of our destination may be the single most important thing we do. Whether those stories are told to our visitors, our residents, or our local elected officials and stakeholders, stories are the method by which we can shape people’s feelings, thoughts, and behaviors.

The stakes have never been higher. We face an existential threat from evolving technologies like Artificial Intelligence, which could alter travel planning behavior, and from shrinking visibility due to reduced funding or diminishing returns from traditional paid media efforts. In this context, continuing to rely solely on old methods could lead to our irrelevance..

However, there is hope. An increasing number of DMOs are embracing Branded Entertainment, a strategy that aligns perfectly with our role as storytellers. To remain relevant and effective, DMOs must become exceptional storytellers—and add a dash of creativity to the mix!

The Declining Effectiveness of Paid Media

It’s no secret that the vast majority of the average DMO budget is spent on paid media. This approach has worked for us for many years, offering instant gratification and historically effective results. However, the landscape of digital marketing is rapidly changing, with paid media losing its punch due to several factors. Here’s why it might be time to rethink that paid media budget:

Increased Competition: The digital advertising space is more crowded than ever, leading to higher costs and reduced visibility for individual campaigns.
Ad Fatigue: Consumers are inundated with ads every day, leading to ad fatigue where they tune out marketing messages more quickly.
Ad-Blocking Technology: Many people use ad-blocking software, reducing the reach and impact of traditional ads.
Media Fragmentation: Consumers are spreading their attention across an increasing number of platforms, making it harder to capture their attention.
Banner Blindness: People have become adept at ignoring banner ads, making it more challenging to capture their attention through traditional methods.
Trust Issues: Consumers are increasingly skeptical of paid advertisements, often seeing them as less trustworthy than organic content.
Leasing Land: The fundamental problem with paid media is that it’s one-and-done. You’re leasing access to someone else’s audience, and when the money inevitably dries up, you’re no longer able to talk to those people.

The short version is that over time, it’s becoming increasingly expensive to reach fewer people, and the people you do reach don’t want to see your ads in the first place.

Given these challenges, it’s wise for DMOs to shift at least a portion (maybe 10%) of their budgets from paid media to owned media. Owned media includes your brand’s website, email lists, blog, social media channels, podcasts, and video series, offering greater control over content and messaging while building direct relationships with your audience.

Storytelling: The Heart of Destination Marketing

Everyone loves a good story. Storytelling in destination marketing helps paint a picture that potential visitors can’t resist jumping into. By highlighting a destination’s culture, history, and unique experiences, DMOs can help travelers envision their perfect adventure.

The trick is that consumers’ expectations have evolved. Not only do we have to tell great stories, but we also have to be great entertainers. People increasingly don’t want to be sold to; they want to be engaged and they want to believe they are making their own decisions.

The Power of Branded Entertainment

Branded entertainment is a powerful tool for DMOs because it allows destinations to engage with audiences in a more immersive way. Unlike traditional advertising, which can often be ignored, branded entertainment involves creating content that audiences actively seek out and enjoy. This can take the form of web series, documentaries, or collaborations with content creators who tell stories about the destination in a compelling way.

One successful example of branded entertainment is Chef Swap at the Beach, created by Visit Myrtle Beach. This show highlights the culinary scene in the Myrtle Beach area, featuring local chefs and restaurants. The show has captivated audiences, with more than 1,000,000 views across the first two seasons, and Season 3 is set to premiere on the Cooking Channel on August 17.

The show’s format, which involves Myrtle Beach chefs swapping kitchens and preparing meals in unfamiliar environments, showcases the diverse culinary offerings of the region. This approach has resulted in tangible benefits for the featured locations. Even two years after the first season aired, people are still visiting the restaurants discovered through the show, demonstrating the lasting impact of branded entertainment on tourism.

In addition, the success of Chef Swap at the Beach illustrates how branded entertainment can influence local pride and enhance the image of a destination. The show has had a significant impact on local pride by showcasing the talents of Myrtle Beach chefs and highlighting the unique aspects of the culinary scene. This positive sentiment has boosted the DMO’s efforts by encouraging local businesses to promote their offerings and take pride in their community’s cultural heritage.

The show has created a sense of community and has encouraged residents to celebrate their local cuisine. This increase in positive sentiment not only helps attract visitors but also fosters a supportive environment for tourism and local businesses among residents and local officials. As a result, DMOs benefit from an engaged and enthusiastic local population that actively contributes to the destination’s appeal.

Why Embrace Branded Entertainment?

Enhanced Engagement: Branded content often has higher engagement rates because it doesn’t feel like an advertisement. When audiences choose to engage with content, they are more likely to absorb and remember the message.
Authenticity: By weaving authentic stories about local culture, history, and people into the narrative, DMOs can present a genuine picture of the destination. Authenticity builds trust, and today’s consumers value genuine experiences over polished sales pitches.
Emotional Connection: Storytelling in branded entertainment allows DMOs to tap into the emotions of potential visitors. When a story resonates emotionally, it increases the likelihood of converting interest into action — that is, turning potential visitors into actual visitors.
Differentiation: In a world where travelers are bombarded with options, storytelling allows destinations to stand out. By focusing on what makes a place unique and presenting it in a captivating narrative, DMOs can distinguish their destination from others.

Implementing Branded Entertainment Strategies

To successfully implement branded entertainment, DMOs should:

Collaborate with Creators: Work with content creators who align with the destination’s brand values. These creators can bring fresh perspectives and help reach broader audiences.
Focus on Quality Content: The success of branded entertainment lies in the quality of the content. It should be well-produced, engaging, and informative, providing real value to the audience.
Leverage Multiple Platforms: To maximize reach, DMOs should distribute their content across various platforms, including social media, YouTube, and streaming services.
Measure Success: It’s crucial to track the performance of branded content through metrics like engagement rates, shares, and conversions to understand what resonates with the audience and refine future strategies.

I realize that not every DMO has the resources to pull off a TV show on the Cooking Channel, but there are other forms of branded entertainment that are realistic on a much smaller budget. You can start a podcast or a YouTube channel for next to nothing. Or you can find content creators in your town that are already up and running and collaborate with them to share the right stories. The key to success is simply to create content that people actually want to watch or listen to. Far too often, we get caught in the trap of creating stories that are self-serving or not particularly interesting. That’s simply not going to cut it if we want to be successful with today’s consumer.

In conclusion, as DMOs navigate the complexities of modern marketing, embracing storytelling and branded entertainment is not just advantageous but imperative. These approaches allow destinations to connect deeply with potential visitors, create lasting impressions, and ultimately drive visitation and economic growth. The DMOs that tell the best stories will lead the way in attracting and delighting visitors far into the future.

If you’re interested in learning more on this topic, check out the 6 part series Adam Stoker and I did on his podcast last year: