Inspirational ideas and insights

Stay two steps ahead with insights from our tourism marketing expertise. Our knowledge comes from our work first-hand in tourism campaigns, talking with industry professionals on our podcast, attending industry events and staying current on travel trends and research.

Most recent

Owned Media Foundations: How Your Website, Email, and Blog Support Tourism Marketing

Owned media is exactly what it sounds like — it’s yours. Your website, your email list, your blog — these are the channels where you have complete control over your…
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Social Media Strategy Building Blocks

When it’s time to develop or refine your social media strategy, are you working with the building blocks that set the stage for success?  As the world continues to shift…
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Measuring Earned Media and PR: Introduction to the Barcelona Principles

Some may say a marketing campaign is only as good as the results it delivers. However, unlike digital content or paid advertising—where metrics are easily tracked—destination marketing professionals often face…
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More Great Inspiration

How to Promote Local Tourism

When it comes to promoting your tourism business – whether you’re an attraction, restaurant, museum or hotel, you may feel like you’re all alone. Luckily,…

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Proactive vs. Reactive PR: Why Both are Essential to Your Public Relations Strategy

A good public relations strategy brings a mix of many different tactics to the table – pitching, active outreach, hosting media and FAMs, attendance at media shows, desksides, and more.

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Successful Collaborations start with Commonality

Successful collaborations start with commonality. The most important commonality elements include establishing and agreeing on goals for the collaboration, having strong champions, and designing the collaboration to benefit all participants.

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The Keys to Successful Collaborations

In our 2021 Rising Tide study, we revealed three different attitudinal segments among travel, tourism and hospitality professionals. These three groups feel very differently about…

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Elements of Top Tourism Campaigns

You know them when you see them. Standout tourism campaigns can be big and flashy, or subtle but powerful – or some combination of these…

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Facebook and Tourism Marketing: Best Practices

Social media is a standard marketing practice now, and holds several powerful platforms for tourism marketers. Taking on social media can be challenging, especially with…

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4 Common Types of Group Tours

When you’re driving down the highway and see a big motorcoach cruising along, do you ever wonder who’s in there?  The possibilities of who participates…

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Creative Travel Writing for Your Destination

I participated in a creative writing skills workshop at a PRSA Travel & Tourism Conference with the very talented Pam Mandel. During this day-long workshop,…

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7 Steps in Creating a Marketing Plan

Creating a strong marketing plan is an important part of planning for your destination’s year-to-year growth. Writing such a plan should be a collaborative team…

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5 Key Ingredients for Marketing Campaign Success

When I started Break The Ice Media in 2009, I saw how new digital tools were causing PR and marketing to collide and decided to…

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