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Procurement processes often reward presentation quality over strategic alignment. That’s becoming a bigger problem in destination marketing. Destination marketing organizations spend enormous amounts of time building agency RFPs designed to create structure, transparency, and accountability. Those goals matter. But increasingly, the traditional RFP process may be unintentionally selecting for the wrong things. Most RFPs are […]

The American traveler is evolving faster than many destination marketing strategies are. For decades, destination marketing organizations operated within relatively stable assumptions about visitor behavior. Seasonality patterns were predictable. Traditional feeder markets remained consistent. Leisure audiences behaved similarly year after year. Media platforms delivered reliable reach. Marketing plans could be built around historical performance and

Most destination marketing problems are not caused by a lack of effort. They’re caused by a lack of alignment. In destination marketing, everyone is usually working hard. The DMO leadership team is focused on stakeholders, board expectations, funding realities, political pressures, and long-term strategy. Your advertising agency is focused on creative execution, media efficiency, and