Most people have aspirations. Most of us like to think that we’re probably just a little bit more cultured than the next person, right? Well, it depends on your definition of culture, of course. But in the last year or so, the City of London has certainly made the most of its culture when it comes to destination marketing.
To begin with there was the ‘fairytale’ wedding when Kate Middleton – a commoner – was married to Prince William. People from all over Britain and all over the world flocked to London just to be there at the time. They probably saw the beauty and history of London on TV, just as I did here, but simply being there at the time gave them a connection.
Connection. That’s the word. When you’ve had a great time at a resort, a destination or a hotel, don’t you think of it as ‘yours’?
Earlier this year, London continued as the events capital of the world with the Queen’s Jubilee and all the pomp and ceremony it involved. Then, to cap it all, they now have the Olympics. These three events haven’t just brought tourists flocking to Britain, they have also had a positive effect on the nation itself. There is now a collective feeling of pride and accomplishment – even in the most cynical. (And British people are very cynical, I know).
It’s highly unlikely that you’ll have a royal wedding, a monarch’s diamond jubilee or the Olympic Games in your resort. But nevertheless, events in your area can create similar results, IF done properly. Does your event attract people to the area? Does it involve the local community? Does it engender a sense of pride in your locals? Do local residents feel involved in your event or are they more concerned with the disruption it will bring to their neighborhoods? (People who live in New Orleans tend to leave the area during Mardi Gras, for example). Does your event have a cachet that will make people be glad they were there and feel that connection? Will it bring them back?
So why are you doing it?