DESTINATION
VIDEO 2.0

MARKETING
HAS MOVED

Advertising

Content Marketing

Advocacy

THE TRAVEL
VIDEO

IS STUCK IN THE PAST

MOST DESTINATION TRAVEL VIDEOS
FOLLOW A SIMILAR FORMULA

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Come, we are waiting to welcome you !

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  Zambia

Landmarks – Landscape – Beaches – Food – Music – Dance – Cultural heritage

  Armenia

  Romania

  Tunisia

THE FORMULA
IS COSTLY
INEFFECTIVE

AND SOON
FORGOTTEN

$6,000 – $30,000

for a 30-second spot on CNN

$150,000

for a two-week campaign with outdoor and television in key Dutch markets

$3,8 million

for a 30-second

Super Bowl Ad (2015)

ANNUAL COUNTRY
DMO BUDGETS

range from
$0.7M to $200M+

20%-35%
spent on marketing
& communication*

* SOURCES : WTTC Read the PDF
Destination Marketing Association International Read the PDF

AT TOKELA
WE BELIEVE THERE IS
A BETTER WAY
TO INCREASE TOURISM
IN BOUNDS

SUSTAINABLE
TOURISM

Sharing a positive narrative based on improved lives in local communities

PHASE 1

Mastering challenges
& key issues

Analysis of tourism production

 

B2B tourism review
Who could be selling travel? Why aren’t they?

 

Competitive Benchmark
Successful initiatives working elsewhere

 

Review strengths, weaknesses, opportunities, and targets (SWOT)

 

Setting targets
Strategies to achieve incremental gains in inbounds and revenue

TIMESCALE
3 to 6 months

GOAL
Measurable increase
in tourism inbounds

PHASE 2

Planting the seeds
of sustainable tourism

Based on the findings from Phase I, Tokela presents each tourism board with a number of “projects” designed to

Add sustainability to the tourism infrastructure

 

Underscore a unique cultural aspect

 

Reinforce the country’s brand

SCOPE & PROJECTS
The scope and number of projects can be adapted to fit each countries DMO budget

FOOD

‘‘Mucho gusto”

Peru

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Peru Export in conjunction with the Peru Tourism Board launch www.perumuchogusto.com, a microsite dedicated to the country’s rich culinary heritage.

Regional varieties

 

Recipies

 

Calendar of gastronomic events

MUSIC

‘‘Festival Sahel Ouvert”

Senegal

Leverages collective fan base of top music acts like Baaba Maal, Ishmael Lo, and Youssou N’Dour along with 40+ private and corporate sponsors for a three-day festival projecting Senegalese music and culture on the world stage

 

Budget : $200,000

PARTNERS


FAIR TRADE

‘‘Coffee Route”

Dominican Republic

UCODEP-sponsored cooperative to introduce sustainable agriculture and responsible tourism in Salcedo, a mountainous region with declining population

 

By raising quality standards and creating a direct link between producers and consumers, tour operators and travel agents are able to offer a new experience in a country known for its beaches

INFRASTRUCTURE

‘‘Mekong Delta”

Cambodge

Communal tourism initiative to raise the living standard of 160 families in 4 villages

 

Sponsored by Double Sens and several local associations :

 

  • Built chicken coops and pig pens
  • Constructed toilets and showers
  • Installed biogas heating
  • Planted vegetable gardens
  • Constructed rainwater tanks

 

Tourists worked alongside locals to create the same infrastructure to serve the indigenous population and future travellers

For the same price
as a 30-second spot on CNN
you can bring meaningful
change to the lives of many

relying on the networks
of hundreds of participants to reach
hundreds of thousands of travellers

while affecting
positive change for the local population
whose lives those travellers touch

This is more than
content marketing and advocacy

IT’S THE
RIGHT THING
TO DO

©2018 Tokela. All rights reserved.

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