Kaitlin Godbey, Social Media and Content Strategist at TravelNevada will be joining us on stage at #DTTTGlobal - Disrupting the Future Destination, on the 1st & 2nd of December in Brussels. Kaitlin's presentation at #DTTTGlobal will showcase how they're marketing Nevada by creating and amplifying a great product offer which aims to acquaint visitors with a Nevada that is in-tune with niche interests.
We met her for an interview and she told us more about how TravelNevada heavly focused their strategy on authentic storytelling across both traditional and digital channels.
Could you tell us more about yourself and the work you do at TravelNevada?
I like to think of myself as a Leslie Knope – determined, passionate, optimistic, and a deep love for waffles. As for my work at TravelNevada … I manage and oversee all consumer and industry facing social media accounts. I also assist the PR team with press familiarization tours and events. I update travelnevada.com with new events and on occasion, write blog posts - better known as adventures.
How many people are part of TravelNevada's team and what is the main focus of your organization?
30 wonderful people make up the team at TravelNevada. We have a PR/Marketing team of eight, but have additional help and resources from our PR and advertising agencies. The main focus at TravelNevada is to promote and market Nevada as a travel destination to both domestic and international travelers. In other words, we work to inspire travel beyond the neon lights of the Las Vegas Strip and promote adventure into the heart of Nevada.
What is the main focus of marketing Nevada as a tourism destination?
Nevada is home to one of the most recognizable destination brands in the world – Las Vegas. This is definitely a blessing, but also a curse because the glitz and glam of Las Vegas tends to overshadow what the rest of the state has to offer. Yes, we’re Vegas – but we’re also Lake Tahoe, the Hoover Dam, and wide-open country. Our goal is to showcase the expansive travel opportunities that are available beyond Sin City, specifically to the millennial audience.
How is TravelNevada developing and amplifying a great product offer?
We’re working to frame Nevada as a place of uninhibited freedom. From the anything-goes attitude of Las Vegas to the wide open expanse of public lands, to the pristine snow-kissed slopes of Lake Tahoe, Nevada embraces the call of the wild and the promise of the west – the space and freedom to do what you what, where you want, and when you want. To achieve this, we have a heavy focus on authentic storytelling across both traditional and digital channels. We’ve created content partnerships with some of the top travel blogs in the U.S. and continuously work with influencers to help tell our story.
Being a small team, how is TravelNevada managing to secure content partnerships?
We’ve taken an “inside-out” approach when it comes to managing content. Our content manager has worked tirelessly to travel and document the state to not just inspire, but teach Millennial travelers how to explore Nevada in a way most have never experienced before. From there, we have been able to leverage our paid media partnerships to incorporate this content. This helps to increase campaign awareness by adding another layer onto our traditional paid media placements.
What is TravelNevada's secret to achieving the right reach and buzz in the various thematic domains that the destination is targeting?
We have found it is important to think about the audience you are reaching in each domain and ensure that content is customized to the place it is running to ensure it resonates with the audience and is meaningful and valuable to them. This ensures that the content has the most impact possible.
In your opinion, what can other destinations learn from TravelNevada's product development and marketing approach?
I think the biggest takeaway is that being authentic isn’t as easy as it may seem, but if the right attention and detail is in place, it will work 100% of the time.
Why should DMOs not miss your talk at #DTTT Global?
Storytelling is much more than a marketing buzzword. Come to my session and learn how to not only find and leverage your brand influencers to tell your story, but also how to craft your brand story and develop content partnerships that matter.
Image by: Travel Nevada
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