How To Combine DOOH & Social Media For Destination Marketing

In today’s digital era, the travel and tourism industry is continuously evolving to meet the changing needs and preferences of travelers. As social media continues to dominate online interactions and Digital Out of Home (DOOH) advertising gains popularity, it’s crucial for destination marketers to leverage these platforms to their advantage.

By combining DOOH and social media marketing, destinations can engage with travelers in innovative ways, enhance their visibility, and ultimately drive more visitors.

DOOH refers to dynamic, digital advertising displayed on screens in public spaces, such as billboards, transit stations, and shopping centers, providing engaging and targeted messaging to a wide audience.

Programmatic DOOH (pDOOH) has revolutionized the advertising landscape in the past few years, combining automation, data-driven insights, and physical out of home displays. It enables brands to deliver location, contextually relevant messaging in real-time across a vast network of digital screens. Gone are the static billboards of the past—pDOOH offers unparalleled precision, creativity, and impact.

In this blog, we explore the core concepts, benefits, and implications of pDOOH, unraveling the secrets behind this transformative advertising strategy that is reshaping the future of advertising in today’s digital era.

We’ll explore how the integration of DOOH and social media can be a game-changer in destination marketing and highlight various techniques to create compelling campaigns that captivate audiences.

One of the most effective ways to merge DOOH and social media marketing in the travel and tourism industry is by incorporating virtual reality (VR) tours.

VR technology enables potential travelers to explore destinations virtually, offering a glimpse into what they can expect when they visit. By sharing VR experiences on social media platforms, destinations can engage with audiences and entice them to discover more.

These immersive tours provide a unique and memorable way for travelers to connect with a destination, increasing the likelihood of conversions.

Imagine a travel and tourism campaign that utilizes DOOH screens strategically placed in popular shopping centers or transportation hubs. These screens showcase visuals of exotic destinations, enticing passersby to engage with the campaign.

To take it a step further, the campaign incorporates QR codes on the DOOH displays, inviting viewers to scan and access immersive VR tours of those destinations through their smartphones.

(Image source: cmo.com.au)

Simultaneously, the campaign leverages social media platforms like Instagram or YouTube to share snippets of these VR tours, creating buzz and engagement online.

Users who discover these VR experiences on social media are encouraged to visit the DOOH screens to immerse themselves fully in the virtual travel adventures.

Combining DOOH and social media allows destination marketers to create powerful campaigns that reach a wider audience.

Start by identifying the key features and attractions of your destination, and then develop engaging content that highlights these aspects. Use captivating visuals, videos, and user-generated content to evoke emotions and inspire potential travelers. Incorporate hashtags and encourage user participation to generate buzz around your campaign.

By synchronizing DOOH displays with social media content, you can maximize the impact and amplify your message across multiple channels.

(Image source: 22miles.com)

Let’s say a tourism board wants to promote a scenic mountain destination. They strategically place DOOH screens in high-traffic areas such as shopping centers and transportation hubs. The DOOH displays feature breathtaking visuals of snow-capped peaks, lush valleys, and adventurous outdoor activities. Alongside these visuals, a call-to-action encourages viewers to engage further by visiting the campaign’s social media platforms.

On social media, the destination marketers create engaging content that highlights the key features of the mountain destination. They share stunning photos, thrilling videos of adrenaline-pumping activities like skiing and hiking, and user-generated content showcasing the experiences of visitors. They also incorporate relevant hashtags like #MountainEscape or #NatureAdventure.

To generate buzz and encourage participation, the campaign launches a social media contest where users are encouraged to share their own mountain adventure stories, photos, or videos using the campaign’s designated hashtag. The best entries have a chance to win a trip to the destination or other exciting prizes.

Influencer marketing has become a prominent strategy in destination marketing. Collaborating with relevant influencers allows you to tap into their dedicated follower base and leverage their credibility. Engage influencers who align with your destination’s values and aesthetic and create partnerships that integrate DOOH and social media channels. Through sponsored content, takeovers, and live-streamed experiences, influencers can promote your destination to their followers, generating awareness and driving traffic to your social media platforms.

A luxury hotel in a popular tourist destination collaborates with a renowned travel influencer. DOOH screens strategically placed in high-traffic areas display captivating visuals of the hotel’s stunning rooms, amenities, and exquisite dining experiences.

Simultaneously, the influencer creates engaging social media content, sharing their luxurious stay, highlighting the hotel’s unique features, and enticing their followers to visit. The campaign encourages social media users to engage by sharing their dream vacation experiences using a campaign-specific hashtag, offering a chance to win a complimentary stay.

The seamless combination of DOOH, social media, and influencer marketing amplifies the hotel’s visibility, attracts potential guests, and positions it as the ultimate destination for luxury hospitality.

Incorporating DOOH campaigns with social media can also improve your destination’s visibility on search engine results pages (SERPs). When users search for information about a specific location, a strong social media presence coupled with DOOH advertising can increase the likelihood of your destination appearing in the search results.

Optimize your social media profiles with relevant keywords, regularly update your content, and encourage user reviews and interactions to enhance your visibility in search engines.

A beachfront resort in a popular vacation spot can implement a comprehensive marketing strategy that combines DOOH displays strategically placed in key locations with a robust social media presence. It regularly updates its social media profiles with engaging content, including stunning beach photos, enticing offers, and user-generated content from satisfied guests. It actively encourages guests to share their experiences and leave positive reviews, generating a buzz around the resort.

As a result, when users search for information about beachfront resorts in that destination, the resort’s strong social media presence and positive online interactions improve its visibility on search engine results pages. The resort’s optimized social media profiles, keyword-rich content, and active user engagement contribute to its higher ranking on SERPs, attracting more potential guests and driving organic traffic to its website.

(Image source: pinterest.com)

By combining DOOH and social media marketing, destination marketers in the travel and tourism industry can create impactful campaigns that resonate with their audiences.

Leveraging virtual reality tours, crafting compelling content, embracing influencer partnerships, optimizing for search engines, and staying up to date with digital trends can significantly enhance the success of destination marketing efforts. As the tourism sector continues to evolve, embracing these integrated strategies will be crucial for destinations to thrive in an increasingly competitive landscape.