The Journal

In the fast-paced world of adventure tourism, marketing strategies must evolve to keep up with travelers' habits and preferences. While traditional media, such as television, remains a powerful tool for reaching broad audiences, campaigns become even more impactful when combining traditional and modern media to promote a destination.

Promoting your destination on the channels preferred by your target audience is essential for maximizing engagement and driving results. While your marketing strategies may excel on a specific platform, relying solely on one channel risks missing potential travelers who consume content elsewhere. Meeting audiences where they already spend their time, whether that’s on social media, TV, or through the content of trusted adventure travel experts, ensures your message resonates more effectively and fosters a stronger connection with potential visitors.

By leveraging the channels where your audience is actively engaged, including those who follow content creators sharing authentic travel experiences, you can enhance reach, build trust, and demonstrate a deep understanding of their preferences and interests.

What Is Omnichannel Marketing?
An omnichannel marketing campaign seamlessly integrates multiple channels to deliver a unified story and message. Unlike single-channel or multi-channel strategies, which often treat each platform as a separate entity, omnichannel marketing utilizes marketing strategy to create a consistent image, a cohesive campaign on multiple channels. Consistency and cohesion are pillars for well-designed omnichannel campaigns.

In adventure tourism, this approach means combining traditional media like TV integration, TV commercials, social media, YouTube videos, and a Travel article. Key benefits include:

✔ Broader Reach: Ensures your message resonates with diverse demographics across multiple platforms.
✔ Enhanced Engagement: Tailors content for specific channels while maintaining a consistent voice and theme.
✔ Data Synergy: Combines insights from all platforms to refine strategies and maximize ROI.

Our campaign for L’Alliance de l’industrie touristique du Québec showcases the impact of a well-executed omnichannel strategy. By integrating TV, YouTube, Instagram, and Facebook, we effectively positioned Québec as a premier adventure travel destination, boosting awareness among North American travelers. This success was driven by leveraging the established audiences of our outdoor experts, while also creating high-value, royalty-free photography and video assets for L’Alliance de l’industrie touristique du Québec to use across their own platforms.

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Key Strategies

Television for Authority and Reach
Television remains a critical component of an omnichannel strategy, offering unmatched authority and credibility. For many audiences, TV integration conveys a sense of trustworthiness and prestige that digital platforms alone cannot replicate. TV ads are another tool to drive awareness of your destination in the US marketplace. Incorporating television campaigns can:

✔ Enhance awareness of your destination with high-quality visuals and emotionally compelling storytelling with the TV integration of your destination
✔ Reach a larger viewer audience than social media
✔ Reinforce trust and memorability, positioning your destination as a premier choice.

Leverage YouTube for Storytelling
YouTube is a critical platform for showcasing the essence of your destination through long-form content. Videos such as travel guides, cultural experiences, or behind-the-scenes footage of unique locations can engage viewers while inspiring them to visit your destination.

✔ Optimize videos with relevant keywords and tags to improve searchability.
✔ Use visually compelling thumbnails to increase click-through rates.
✔ Collaborate with travel experts and content creators.

Capitalize on Social Media Trends
Platforms like TikTok, Instagram, and Facebook, offer Ad tools for the specific targeting of the key audience to attract to your destination. These platforms are ideal for highlighting and promoting bite-sized, visually stunning aspects and unique experiences that your destination offers.

✔ Keep videos concise and engaging.
✔ Utilize trending audio and hashtags to increase discoverability.
✔ Stay up to date on trends.
✔ Target the right audience at the right time with the right message.

Collaborate with Experts for Authentic Campaigns
Partnering with experienced professionals can add credibility and creativity to your campaigns. These individuals craft unique storytelling content and are often trusted voices within their areas of expertise.

At Heliconia, we’ve collaborated with tourism boards worldwide to deliver impactful TV and digital marketing campaigns, blending destination-specific insights with compelling visuals to create shareable, high-quality content. By working with knowledgeable creators and producers, you can ensure that your destination is showcased in the most impactful way.

Tracking Performance Across Channels
Effective marketing hinges on data-driven insights. Tracking and analyzing performance metrics across all channels is essential to understanding what resonates with your audience and refining future campaigns. Our Partner Portal centralizes data from both television and digital campaigns. This tool allows our partners to:

✔ Monitor TV distribution metrics and digital engagement.
✔ Access and repurpose high-quality media assets like royalty-free photos and videos.
✔ Gain insights into campaign performance across platforms, enabling adjustments for optimal ROI.

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Why Omnichannel Strategies Are Crucial to Success
The digital revolution has redefined how travelers discover and plan their journeys. Platforms like social media and YouTube provide on-demand access to information, and two-way conversations. Television holds a unique place in establishing credibility and authority. For many audiences, TV carries a sense of trustworthiness and prestige that digital alone cannot replicate. By integrating traditional and digital media with strategic and impactful messaging, your campaigns can deliver outstanding results.

At Heliconia, we’re experts in managing and producing omnichannel campaigns in the outdoor and adventure travel industry. Schedule a call with our team to discover how we can elevate your destination marketing efforts.

About Heliconia
Heliconia’s goal is simple – to get more people outside and help them become lifetime outdoor participants. The award-winning video production company does this by showcasing outdoor adventure and adventure travel through inspiring and educational content with industry-leading influencers. Heliconia currently produces seven unique media projects, providing authentic storytelling opportunities for every adventure and every destination. These series include Epic Trails, Facing Waves, Adventure Cities, Great Family Adventure, Road Trip Angler, and Outdoor Eats.

For Tourism Partnerships, please contact:

Stefanie Manton
Tourism Partnership Manager
stefanie@helipress.com

For media inquiries, please contact:

McKenzie Dolan
Digital Project Manager
mckenzie@heliconia.ca