For others it’s a homecoming, or a haven for creativity. It can be a place to be challenged and grow or an escape for reflection. With so many varying and personal perceptions of a place, how do you deliver a tourism marketing message that resonates with everyone? Through our research, we discovered a significant unifying attribute: Bloomington is a destination for idealists. It’s a bohemian enclave of the Midwest—progressive and laid back.
Using this brand persona and segmenting our approach based on traveler type (the big event set, the tastemakers, the health nuts, the cream and crimson, the lifelong learners, and the pragmatic planners), this tourism marketing campaign has been both individually relevant and effective. With a primarily digital and PR strategy, the Bloomington brand boosted social engagement and web traffic. Overnight stays increased, including coveted mid-week and off-peak bookings.