Innovative Out-of-Home Strategies for Travel Marketing

With numerous brands vying for attention, the key to success in traveling marketing often lies in innovative strategies that connect with audiences in meaningful ways. One of the most powerful tools in a marketer’s arsenal is out-of-home (OOH) advertising. In a recent conversation with Freddie Strebeck, Vice President of Client Partnerships at EMC Outdoor, we explored how travel and tourism brands can effectively use OOH to elevate their campaigns and make a lasting impact.

The Power of Out-of-Home Travel Marketing

Out-of-home advertising has evolved significantly in recent years. Traditional methods, such as billboards and transit ads, remain effective but are now complemented by lifestyle and experiential channels. These newer methods allow brands to engage with consumers in their everyday lives.

“It really is thinking about where the consumer is throughout their daily routine, understanding who your audience is and utilizing specific media formats within their everyday life, where it just seems like a very nonchalant way to put your brand in front of them.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

Here are some examples of new OOH methods that can integrate your brand into the daily routines of your target audience in creative and non-intrusive ways:

• Digital signage at convenience stores
• Gas pump ads
• Branded coffee sleeves at their local coffee shop

Planning Your Travel Marketing Campaign

Planning and strategy is critical to any successful marketing campaign, including OOH. Strebeck highlights the importance of taking the time to understand the goals and then strategize how to achieve them through the right mix of OOH channels. This process begins with listening carefully to understand the client’s vision and how it can be brought to life.

“When I say we listen to our clients, it is to listen to understand, not listen to simply respond in return. And what we take, learn, and utilize is through our expertise to build something extremely creative for them.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

Collaborative Travel Marketing

To stand out in a crowded marketplace, campaigns should be multi-layered and build strategies upon each other. Collaboration is a perfect way for marketing organizations and agencies to combine their expertise. As they work together, they can achieve a level of success that would not be possible on their own.

Case Study: A Creative Collaboration with Visit Seattle

A perfect example of creative OOH advertising in action is the “I Know A Place” campaign for Visit Seattle. EMC Outdoor worked closely with a full-service agency to develop a unique approach that went beyond traditional billboards. Instead of relying solely on signage, they introduced a branded treat truck that brought a taste of Seattle to key feeder cities like Dallas, Minneapolis, and Sacramento.

This mobile campaign featured Seattle Pops, a local ice cream shop. The treat truck was strategically placed at local events and parks, creating a memorable experience for potential tourists. The campaign gained significant attention, even landing a spot on “Good Morning Sacramento,” which showcased the truck in action.

This collaboration exemplifies how coopetition can lead to successful outcomes. By working together with their agency partner, they were able to amplify the message in a more creative and impactful way.

“When we think of coopetition, we could have definitely tried to work with Visit Seattle on our own and show them this idea that we had. But we wanted to work in collaboration with our agency partner, to make sure that it was an amplified piece to the overall campaign that they were running.” – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

The Changing Landscape of OOH Advertising

Adapting OOH to a Hybrid World Post-Pandemic

The COVID-19 pandemic presented unique challenges for the OOH industry, particularly as public spaces saw less foot traffic. However, EMC Outdoor adapted by leveraging digital integration. They shifted focus to areas with increased traffic, such as grocery stores and local walking routes. This approach allowed them to maintain visibility and relevance during a time of uncertainty.

We collaborated with our clients to create messages that resonated with the times, focusing on community support, health, safety. This approach not only kept our clients’ brands visible, but also fostered a sense of connection and solidarity with the public in a time that it was extremely necessary. – Frederick Strebeck, DOTL Episode 393, Elevating Travel Marketing through Out-of-Home Advertising

As we emerge from the pandemic, the hybrid lifestyle—where work and life increasingly blend—has become the norm. OOH advertising has proven to be an essential player in marketing campaigns. It provides a non-intrusive and contextually relevant way to reach audiences both at home and on the go.

Strebeck explains that out-of-home has really taken on the role of supporting other media channels as a secondary amplification that helps get your message across to your audience in a meaningful way.

The Future of OOH: Embracing Artificial Intelligence

Looking ahead, EMC Outdoor is excited about the potential of artificial intelligence (AI) as a game-changer to enhance their business practices. The agency is actively exploring AI tools to speed up the creative process, from ideation to the development of mockups and renderings. By incorporating AI, they aim to stay ahead of the curve and deliver more efficient and effective solutions for their clients.

Make a Lasting Impression with OOH Advertising

Out-of-home advertising continues to be a powerful tool for travel marketing. Tourism brands are looking to connect with their audience in creative and impactful ways. By understanding the different OOH channels, focusing on thorough planning and strategy, and embracing new technologies like AI, brands can elevate their travel marketing campaigns and stand out in a competitive landscape.

As Freddie Striebeck and the team at EMC Outdoor demonstrate, the key to success lies in innovation, collaboration, and a deep understanding of the audience. Whether through traditional billboards, experiential campaigns, or digital integrations, OOH advertising offers endless possibilities for brands to make a lasting impression.