it's time - A Global Report on Destination Marketing and Communications - Report - Page 10
Choosing the most effective channels to engage with key buyer and stakeholder audiences over
the coming months and years is going to be crucial in aiding a strong global recovery in the
business events sector. Ultimately, the strategy and approach to this will determine a
destinations long term success and status.
We asked destinations which channels they felt they were most likely to use over the year
PR & Media
As you would expect, given a return to face to face activity is likely to be gradual, social media
ranked highest at 93%. PR and media relations were second at 68%, highlighting the
importance of securing trusted news and content via earned media and third-party sources.
What was interesting, but also encouraging, was that more than 50% of respondents see trade
shows and exhibitions as a vital part of their mix for the year ahead, despite the current
restrictions. This is not just based on a need to ‘get back to business’ but also to use trade
shows as way to conduct real time market research with their audience and also to build a
pipeline and network that has been severely disrupted during the pandemic.
A further 36% are eyeing the return of destination fam trips and 29% other forms of live
events, underlining the importance of personal engagement with buyers. These events are
forecast to be smaller, but more frequent, with events being more community or sector
specific. Perhaps not so good for traditional publications and media outlets, was the result that
only 13% are planning to invest in print advertising this year, reflecting the trend seen during