Stage 7. Targeting & Distribution

Auditing, development and refining of content targeting and distribution strategy putting data at the core.

Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.

Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.

Data-driven solutions can significantly improve consumer targeting. Chapter seven will elaborate on how to effectively and efficiently analyse data, in order for DMOs to understand the ways in which they are reaching their desired audience. Evaluating data will allow DMOs to assess their potential consumers and their behaviour, enabling them to improve marketing efforts and advertising campaigns.

This course will highlight

  • the tools needed to analyse data, such as Google Analytics
  • ways to utilise data for targeting purposes, such as through SEO (Search Engine Optimisation)
  • positives and negatives of advertisement techniques, such as programmatic/native/display advertising etc.
  • which channels and advertising methods are better throughout the visitor cycle

In this edition, you will...

  • Understand the tools needed to analyse data, such as Google Analytics
  • Learn how to utilise data for targeting purposes, such as through SEO (Search Engine Optimisation)
  • Learn the positives and negatives of different advertisement techniques, such as programmatic/native/display advertising, PPC, etc.
  • Understand which channels and advertising methods are better throughout the visitor cycle
  • Run Sprints and build your own strategies with a pack of Templates that will help you in the definition of your targeting and distribution strategies.

We also provide examples from our Case Studies and Talks of

  • Geneva Tourism
  • Laax-Flims-Falera
  • Visit California
  • Adara & Turespaña
  • Singapore
  • Wonderful Copenhagen
  • Fjord Norway
  • Helsinki Marketing
  • Travel Audience
  • Sojern

With this pack, you will be able to;

  1. Start a full digital transformation of your DMO
  2. Carry out your own distribution strategy according to your target audience
  3. Understand how to exploit data for your targeting strategies
  4. Use the templates to storyboard your campaigns for your target audience

Targeting & Distribution - Sprint


With this sprint, you will be able to kick-off your work on your targeting and distribution strategies. This template is the starting point for any work on targeting and distribution because it’s built as a brainstorming canvas that will help you identify your goals, your actual and future strategies related to the target markets you want to reach, the distribution platforms you want to use, the format of content you want to craft and use and the advertisement you would like to launch to promote the destination.

The template is divided into 4 parts:

  1. The first part is related to your goals and objectives and your current strategies. Use it to write down where you are now and which opportunities you would like to take in general to target the right audience through the right channels.
  2. The second part is meant to guide you into finding solutions to your challenges and issues thinking about targeting, distribution, advertising and content.
  3. The third part guides you in the identification of the different channels, types of content and experiences at the destination for each of your target market, according to the work you have already done in identifying your markets and audiences with Chapter 5’s templates.
  4. The fourth part of the templates is meant to make you think about adjusting and adapting the content, the messages, the format and the use of data for your distributions strategies and for each specific target audience.

Get started with the sprint 🏃🏾‍♀️

A sprint is a great way to rally all your teammates around a big idea or produce great results by concentrating the team on a specific need over a short period.

  1. Print the attached worksheet in large format (A1 is best!)
  2. Find a great communal space, such as the canteen, to stick it up (double-sided tape!)
  3. Invite team members to scribble their thoughts and ideas on the wall
  4. Organise a stand-up session, where several members can express their thoughts
  5. Take a snap, keep it posted or even better 'scan the wall' and digitise into Mural

You'll be pleased with the results when you get everyone thinking collectively.


The Evolution of the Targeting Landscape: Personalisation and demographic vs psychographic targeting 🎬

The Evolution of the Targeting Landscape: Visit Copenhagen - attracting the US market with Norwegian airlines

The Evolution of the Targeting Landscape: Geneva Tourism's targeting strategy

The Evolution of the Targeting Landscape: Is SEO still relevant? 🎬

The Evolution of the Targeting Landscape: How to exploit data for targeting purposes 🎬

The Evolution of the Targeting Landscape: Fjord Norway - media agency for western Norway

The Evolution of the Targeting Landscape: Singapore Tourism - data and analytics hub

The Evolution of the Targeting Landscape: Travel audience - Audience Targeting & Multi-Layered Intelligence

The Evolution of the Targeting Landscape: Creating Stories and Campaigns

With this template, we are gonna guide you in the creation of stories for your target audiences and channels.

First, we guide you in the process of creating content ideas for each channel through the use of storyboards. Use the space for each channel to idealise your content concept and drop images, links and text for Instagram, Facebook, Twitter and Snapchat. Then think about the captions or messages for each story and post, the links to your website, the hashtags you want to use and the stickers or filters you want to use or create from scratch to personalise your stories.

Second, you will be able to create story sets: different groups of serialised content that have a logic path and stimulate the audience to know more about the content they see. Think about which ambassadors or influencers might be good for the story sets and how you can use already existing content to create a serialised set of the content without creating it from scratch.

Third, think about the channels you want to use to target your audience and define for each channel which target market you can reach through them, how you can distribute content through them and what are messages you’d like to launch.

The Evolution of the Targeting Landscape: Using Big Data

This template helps you brainstorm ideas about how to use data to draw useful insights and turning them into smart data. Your data pool is the virtual place where you store all of your data, from consumer demographics and buying behaviour to data about your destination’s stakeholders and any other kind of research you create to support your strategies.

Use the visual pool on the top left corner to list all the data you currently have and define how and where you use that data; which data you don’t have at the moment but would like to have; how you can transform the data you have into smart data. Use the rest of the template to respond to the questions that will guide you in making smarter decisions on the use of data and how this data can help you with your strategies, such as

  • How can you use your data for generating insights and targeting specific audiences?
  • How can you use your data for evaluating the performance of your content and social channels?
  • How can you put knowledge and capacity building at the heart of the organisation and help to spread the knowledge and insights gathered across the head and market offices?
  • How can you use a data-driven approach within decision-making processes?
  • How can you use a data-driven approach to share information with local stakeholders?


Targeting and Distribution Throughout the Visitor Cycle: Channels and advertising techniques for each stage of the visitor cycle

Targeting and Distribution Throughout the Visitor Cycle: Sojern - Targeting consumers across the visitor cycle

Targeting and Distribution Throughout the Visitor Cycle: Adara and Turespaña on targeting specific audiences

Targeting and Distribution Throughout the Visitor cycle: Travel audience - Superior Targeting

Targeting and Distributions Throughout the Visitor Cycle: Helsinki Marketing - Targeting Chinese visitors

Targeting and Distribution Throughout the Visitor Cycle: Retargeting and Remarketing

Targeting and Distribution Throughout the Visitor Cycle: Sojern's explanation of Programmatic Advertising

Targeting & Distribution throughout the Visitor Cycle

With this template, you will be able to work on targeting your audience at each stage of their visitor cycle.

Focusing on one of your target audiences, you can map out their visitor journey thinking about their behaviour and what makes them go from one stage to another. Use the first section of the template to make a note of the processes your visitor may be using at each stage.

The second section helps you identify which of the channels your visitors use along the cycle and mark each section off with a number 1-5 to show which platform you think your visitor will use the most at that stage of the visitor journey and which platform they'll use the least.

The third section will make you revisit your target audience's visitor cycle again, this time focusing on what content you are going to create to draw them in and what channels you're going to distribute that content on.

Lastly, you can use the template to think about how you can use data to better understand your target audience’s visitor journey, their conversation points and what content inspires them at each stage of their journey.

Targeting and Distribution - Tips and Best Practices: Brand Campaign Tips and Tricks

Targeting and Distribution - Tips and Best Practices: Laax and the role of data

Targeting and Distribution - Tips and Best Practices: Visit California distribution strategy

Targeting and Distribution - Tips and Best Practices: When distribution goes wrong

Targeting and Distribution - Tips and Best Practices: Visit Denmark's viral promotional video - An example of a campaign that went wrong

Targeting and Distribution - Tips and Best Practices: The 'Go-Vilnius' campaign criticised by John Oliver

Targeting and Distribution - Tips and Best Practices: Creating Campaigns for Target Audiences

With this template, finally, you will be able to storyboard your campaigns based on your target audience and think about how you can collaborate with partners that you can involve in your campaigns.

On the left side of the template use the grids on top to identify the profiles of your target audience based on nationality, age, interests and approximate spending budget.

Choose then the type of campaign that most fits your target audience based on the type of your DMO. We recommend that while for national DMOs it’s good to invest in large international campaigns, smaller DMOs should instead focus on the production of content series because they are more effective with smaller budgets.

In the central area of the template, follow the guidelines to storyboard your campaign for each of your channels: YouTube, DMO website, Instagram, Facebook, Twitter and Snapchat.

On the right side of the template, use the Venn diagram to identify where there are opportunities for collaboration with your current or potential partners and in which area you might collaborate: storytelling, content creation, brand representation and sponsorship. Secondly, think about the campaign you storyboarded and define how you can use the campaign as a starting point to create Hero, Hub and Hygiene content to target your audiences.

Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.

Our seventh course, Targeting and Distribution, explains how to effectively refine content in order to reach a target audience, alongside how to formulate a strategy to distribute this content. This chapter reveals the essential nature of data as the driving force behind accurate and effective targeting and distribution.

Data-driven solutions can significantly improve consumer targeting. Chapter seven will elaborate on how to effectively and efficiently analyse data, in order for DMOs to understand the ways in which they are reaching their desired audience. Evaluating data will allow DMOs to assess their potential consumers and their behaviour, enabling them to improve marketing efforts and advertising campaigns.

This course will highlight

  • the tools needed to analyse data, such as Google Analytics
  • ways to utilise data for targeting purposes, such as through SEO (Search Engine Optimisation)
  • positives and negatives of advertisement techniques, such as programmatic/native/display advertising etc.
  • which channels and advertising methods are better throughout the visitor cycle

In this edition, you will...

  • Understand the tools needed to analyse data, such as Google Analytics
  • Learn how to utilise data for targeting purposes, such as through SEO (Search Engine Optimisation)
  • Learn the positives and negatives of different advertisement techniques, such as programmatic/native/display advertising, PPC, etc.
  • Understand which channels and advertising methods are better throughout the visitor cycle
  • Run Sprints and build your own strategies with a pack of Templates that will help you in the definition of your targeting and distribution strategies.

We also provide examples from our Case Studies and Talks of

  • Geneva Tourism
  • Laax-Flims-Falera
  • Visit California
  • Adara & Turespaña
  • Singapore
  • Wonderful Copenhagen
  • Fjord Norway
  • Helsinki Marketing
  • Travel Audience
  • Sojern

With this pack, you will be able to;

  1. Start a full digital transformation of your DMO
  2. Carry out your own distribution strategy according to your target audience
  3. Understand how to exploit data for your targeting strategies
  4. Use the templates to storyboard your campaigns for your target audience

Targeting & Distribution - Sprint


With this sprint, you will be able to kick-off your work on your targeting and distribution strategies. This template is the starting point for any work on targeting and distribution because it’s built as a brainstorming canvas that will help you identify your goals, your actual and future strategies related to the target markets you want to reach, the distribution platforms you want to use, the format of content you want to craft and use and the advertisement you would like to launch to promote the destination.

The template is divided into 4 parts:

  1. The first part is related to your goals and objectives and your current strategies. Use it to write down where you are now and which opportunities you would like to take in general to target the right audience through the right channels.
  2. The second part is meant to guide you into finding solutions to your challenges and issues thinking about targeting, distribution, advertising and content.
  3. The third part guides you in the identification of the different channels, types of content and experiences at the destination for each of your target market, according to the work you have already done in identifying your markets and audiences with Chapter 5’s templates.
  4. The fourth part of the templates is meant to make you think about adjusting and adapting the content, the messages, the format and the use of data for your distributions strategies and for each specific target audience.

Get started with the sprint 🏃🏾‍♀️

A sprint is a great way to rally all your teammates around a big idea or produce great results by concentrating the team on a specific need over a short period.

  1. Print the attached worksheet in large format (A1 is best!)
  2. Find a great communal space, such as the canteen, to stick it up (double-sided tape!)
  3. Invite team members to scribble their thoughts and ideas on the wall
  4. Organise a stand-up session, where several members can express their thoughts
  5. Take a snap, keep it posted or even better 'scan the wall' and digitise into Mural

You'll be pleased with the results when you get everyone thinking collectively.


The Evolution of the Targeting Landscape: Personalisation and demographic vs psychographic targeting 🎬

The Evolution of the Targeting Landscape: Visit Copenhagen - attracting the US market with Norwegian airlines

The Evolution of the Targeting Landscape: Geneva Tourism's targeting strategy

The Evolution of the Targeting Landscape: Is SEO still relevant? 🎬

The Evolution of the Targeting Landscape: How to exploit data for targeting purposes 🎬

The Evolution of the Targeting Landscape: Fjord Norway - media agency for western Norway

The Evolution of the Targeting Landscape: Singapore Tourism - data and analytics hub

The Evolution of the Targeting Landscape: Travel audience - Audience Targeting & Multi-Layered Intelligence

The Evolution of the Targeting Landscape: Creating Stories and Campaigns

With this template, we are gonna guide you in the creation of stories for your target audiences and channels.

First, we guide you in the process of creating content ideas for each channel through the use of storyboards. Use the space for each channel to idealise your content concept and drop images, links and text for Instagram, Facebook, Twitter and Snapchat. Then think about the captions or messages for each story and post, the links to your website, the hashtags you want to use and the stickers or filters you want to use or create from scratch to personalise your stories.

Second, you will be able to create story sets: different groups of serialised content that have a logic path and stimulate the audience to know more about the content they see. Think about which ambassadors or influencers might be good for the story sets and how you can use already existing content to create a serialised set of the content without creating it from scratch.

Third, think about the channels you want to use to target your audience and define for each channel which target market you can reach through them, how you can distribute content through them and what are messages you’d like to launch.

The Evolution of the Targeting Landscape: Using Big Data

This template helps you brainstorm ideas about how to use data to draw useful insights and turning them into smart data. Your data pool is the virtual place where you store all of your data, from consumer demographics and buying behaviour to data about your destination’s stakeholders and any other kind of research you create to support your strategies.

Use the visual pool on the top left corner to list all the data you currently have and define how and where you use that data; which data you don’t have at the moment but would like to have; how you can transform the data you have into smart data. Use the rest of the template to respond to the questions that will guide you in making smarter decisions on the use of data and how this data can help you with your strategies, such as

  • How can you use your data for generating insights and targeting specific audiences?
  • How can you use your data for evaluating the performance of your content and social channels?
  • How can you put knowledge and capacity building at the heart of the organisation and help to spread the knowledge and insights gathered across the head and market offices?
  • How can you use a data-driven approach within decision-making processes?
  • How can you use a data-driven approach to share information with local stakeholders?


Targeting and Distribution Throughout the Visitor Cycle: Channels and advertising techniques for each stage of the visitor cycle

Targeting and Distribution Throughout the Visitor Cycle: Sojern - Targeting consumers across the visitor cycle

Targeting and Distribution Throughout the Visitor Cycle: Adara and Turespaña on targeting specific audiences

Targeting and Distribution Throughout the Visitor cycle: Travel audience - Superior Targeting

Targeting and Distributions Throughout the Visitor Cycle: Helsinki Marketing - Targeting Chinese visitors

Targeting and Distribution Throughout the Visitor Cycle: Retargeting and Remarketing

Targeting and Distribution Throughout the Visitor Cycle: Sojern's explanation of Programmatic Advertising

Targeting & Distribution throughout the Visitor Cycle

With this template, you will be able to work on targeting your audience at each stage of their visitor cycle.

Focusing on one of your target audiences, you can map out their visitor journey thinking about their behaviour and what makes them go from one stage to another. Use the first section of the template to make a note of the processes your visitor may be using at each stage.

The second section helps you identify which of the channels your visitors use along the cycle and mark each section off with a number 1-5 to show which platform you think your visitor will use the most at that stage of the visitor journey and which platform they'll use the least.

The third section will make you revisit your target audience's visitor cycle again, this time focusing on what content you are going to create to draw them in and what channels you're going to distribute that content on.

Lastly, you can use the template to think about how you can use data to better understand your target audience’s visitor journey, their conversation points and what content inspires them at each stage of their journey.

Targeting and Distribution - Tips and Best Practices: Brand Campaign Tips and Tricks

Targeting and Distribution - Tips and Best Practices: Laax and the role of data

Targeting and Distribution - Tips and Best Practices: Visit California distribution strategy

Targeting and Distribution - Tips and Best Practices: When distribution goes wrong

Targeting and Distribution - Tips and Best Practices: Visit Denmark's viral promotional video - An example of a campaign that went wrong

Targeting and Distribution - Tips and Best Practices: The 'Go-Vilnius' campaign criticised by John Oliver

Targeting and Distribution - Tips and Best Practices: Creating Campaigns for Target Audiences

With this template, finally, you will be able to storyboard your campaigns based on your target audience and think about how you can collaborate with partners that you can involve in your campaigns.

On the left side of the template use the grids on top to identify the profiles of your target audience based on nationality, age, interests and approximate spending budget.

Choose then the type of campaign that most fits your target audience based on the type of your DMO. We recommend that while for national DMOs it’s good to invest in large international campaigns, smaller DMOs should instead focus on the production of content series because they are more effective with smaller budgets.

In the central area of the template, follow the guidelines to storyboard your campaign for each of your channels: YouTube, DMO website, Instagram, Facebook, Twitter and Snapchat.

On the right side of the template, use the Venn diagram to identify where there are opportunities for collaboration with your current or potential partners and in which area you might collaborate: storytelling, content creation, brand representation and sponsorship. Secondly, think about the campaign you storyboarded and define how you can use the campaign as a starting point to create Hero, Hub and Hygiene content to target your audiences.