Maximizing Off-Peak Travel: Five Ad Strategies for US Tourism Bureaus During Off/Shoulder Seasons.
- Origin
- 1 minute ago
- 3 min read
In a world where travel habits are constantly changing, domestic tourism bureaus in the U.S. are finding new ways to draw visitors during low and shoulder seasons. These often overlooked periods are packed with opportunities. By engaging CTV audiences through dynamic creative strategies which can change with the weather, your destination can thrive year-round - rather than just during peak tourist times.
In this article, we explore five impactful ways that Origin has helped local tourism bureaus promote their destination, both in-season and during off-peak travel periods.
1. Seasonal Packages for when your state stands out
Seasonal packages are a powerful tool to capture travelers' interest during what might be quiet times for other regions. These might combine discounted hotel stays with local experiences or events. For example, consider a fall package that includes lodging in a cozy cabin, pumpkin patch visits, and guided apple-picking tours. Research shows that offering well-crafted packages can increase bookings by up to 25%. By presenting viewers with a variety of unique packages and experiences that reflect the season and change on each ad exposure, you can increase the likelihood that someone will consider you as a destination capable of creating something memorable at a time of year they might not expect it.
2. Leverage Local Events
Local events can act as magnets for visitors during off-peak seasons. Events like food festivals, arts and crafts fairs, or outdoor movie nights can create excitement around your destination. For instance, a summer music festival that showcases regional bands
can draw in crowds who want to enjoy local culture. Partnering with businesses and organizations ensures these events get ample publicity. According to studies, 60% of travelers plan trips around events, so featuring these in marketing can significantly boost visitor numbers.
3. Emphasize Natural Beauty
Many destinations have stunning landscapes that shine out of season. Highlight activities that showcase this beauty, such as hiking trails with vivid foliage
or winter breaks with snow-covered mountains. Invest in high-quality images and videos to share in your CTV ads, emphasizing the breathtaking scenery and opportunities for outdoor relaxation. Natural beauty can be a major draw; for example, destinations known for their scenic autumn views see up to a 20% increase in visitors during the fall and winter months.
4. Collaborate with Influencers
Teaming up with travel influencers can significantly enhance your visibility during quieter times of the year. These personalities can share authentic experiences, showcasing what makes your destination unique. For instance, invite influencers to participate in seasonal activities, such as exploring local markets or attending cultural
workshops. Their content can reach thousands, potentially drawing in new visitors. Influencer partnerships can help increase engagement by 60%, making this a powerful strategy for attracting travelers - especially when layered into a CTV campaign as part of a multi-media mix strategy.
5. Utilize Targeted Advertising
Targeted advertising allows you to connect with potential travelers actively seeking off-peak vacation spots. Use dynamic overlays and ad extensions to run personalized ads aimed at specific demographics and interests. For example, targeting young families or
outdoor enthusiasts during the winter can lead to higher engagement and bookings. According to recent data, targeted ads can improve conversion rates by up to 40%. By directing your resources towards those most likely to visit, you can make the most of your marketing budget.
Your Path to Year-Round Tourism
Promoting your destination effectively during low and shoulder seasons is absolutely achievable. By applying these five strategies, local travel bureaus can draw visitors and boost travel both during high season and out of season. From crafting engaging seasonal packages to highlighting local events and collaborating with influencers, there are many ways to keep your location appealing, even in quieter months. Leverage the latest and greatest in dynamic creative solutions powered by Origin to share what makes your destination special, and watch as visitors come to explore year-round.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv