|
IN BRIEF
|
This guide provides a clear and operational method for writing an effective destination brief: framing the context and ambition, defining measurable objectives, identifying audiences and their insights, formulating a destination promise backed by evidence, establishing the creative territory, media architecture, and journey, guiding with the budget and governance, and setting up measurement and optimization processes, as well as requirements for sustainability, inclusivity, and safety applied to content and experiences.
Define the context and ambition of the destination
A brief begins with a precise framing of the context: dynamics of the destination, seasonality, demand trends, competitive pressures, and cultural signals. Provide a succinct diagnosis: where does the destination stand today (strengths, weaknesses, opportunities, risks) and what concrete change must the campaign produce. State a clear ambition: repositioning, accelerating a theme (outdoor, gastronomy, culture), smoothing the low season, stimulating the average spend, or attracting new markets.
Problem to solve and opportunity
Formulate a unique problem statement: “How to make travelers with high value prefer our destination that still sees us as a stopover?” In response to this question, explain the communication opportunity: a differentiating angle, a signature experience, a celebratory occasion, or new accessibility.
Formulate clear and measurable objectives
Set objectives in a hierarchy linked to KPIs compatible with duration and media reach: awareness (reach, ad recall), consideration (search lift, qualified traffic), conversion (clicks to OTA/DMO, partner leads, bookings), value (average spend, length of stay), brand equity (preference, NPS). Associate them with realistic timeframes and quantitative targets to guide creation and media buying.
Success framework
Specify the “what to measure, where, when, with what”: dashboards, attribution windows, A/B tests, brand lift studies, post-testing studies. The creative team must know how their work will be evaluated to optimize deliverables.
Identify actionable audiences and insights
Describe the audi>ences not as profiles but through behavioral insights: motivations, barriers, triggers, budget constraints, planning modes. Segment by value (repeat visitors, first-time visitors, families, active couples, responsible travelers, MICE) and by market (proximity, interprovincial, international).
Priority barriers and motivations
Prioritize 3 to 5 barriers to overcome (perceived cost, access, weather, safety, saturation) and 3 to 5 drivers (search for authenticity, micro-adventures, living culture, well-being). These are the levers that feed the content strategy and evidence.
Formulate the destination promise and evidence
The value proposition should be encapsulated in a memorable, benefit-oriented sentence: “Here, the adventure is human-sized.” Add 3 pillars that structure the content (immersive nature, culture and terroir, innovative hospitality) and tangible reasons to believe: reviews, labels, easy access, expert guides, exclusive experiences.
Illustrate with concrete experiences
Support the promise with unique and credible experiences. For example: highlighting a responsible island imagination through a narrative of sustainable paradise, the allure of urban explorations aboard a Solex, showcasing events like a festive race in the city center, or the nautical world supported by sailing improvement tips. These references enrich the credibility of the brief and the activation palette.
Define the creative territory, tone, and mandatories
Frame the creative territory: role of emotion vs information, place for humor, local storytelling, music, and language. Specify the brand voice (warm, bold, contemplative), the key messages, DOs/DON’Ts, and the mandatory elements: logos, legal mentions, partner credits, accessibility mentions, formats, subtitles, variations.
Respect for sensitivities and practices
Integrate inclusion and accessibility criteria into the design: diverse representations, subtitles, contrast, sign language where relevant, audio description. The creation must be as desirable as it is accessible, regardless of the channel.
Map the channels, journey, and media ecosystem
Present a step-by-step plan of the journey (dreaming, planning, booking, living, sharing): which channels drive awareness (video, OOH, partnerships), which nourish consideration (SEO/SEA, organic social, affinity media), and those that trigger action (retargeting, newsletters, partner offers, influence). Define the roles between owned, paid, earned and the connections with local actors.
Activate mobility and discovery
Link formats to modes of movement and exploration to enrich the imagination: bikes, hiking, waterways, micro-road trips, or signature experiences like the hot-air balloon with a focus on safety, the retro ride on Solex, or coastal discovery by sailing. The content should guide and inspire, not just show.
Budget, calendar, and governance
Present the overall budget and its indicative distribution between creation, production, media, influence, measurement, and contingencies. Include a realistic calendar: validation milestones, scouting, filming, post-production, go-lives, optimization phases. Clarify the governance: roles, decision-makers, approval circuits, steering bodies, and modalities with partners (DMO, hoteliers, attractions, transporters).
Expected deliverables
List the deliverables by channel: hero films/cut-downs, key visuals, story formats, long-format guides, landing pages, partner kits, CRM templates. Specify technical formats, language variations, and levels of local adaptations.
Measurement, test-and-learn, and optimization
Plan the measurement in advance: testing protocols, geographic groupings for brand lifts, UTM and naming conventions, pixels and events, shared dashboards. Anticipate optimization loops: A/B creatives, dynamic media allocations, adjustments on keywords, lookalike audiences, and exclusions.
Attribution and contribution
Combine attribution measures (last click, data-driven) and contribution (media mix models, incremental studies) to arbitrate between upper and lower funnel channels and defend budgets for the next season.
Responsible and safety requirements
Integrate ESG criteria into the brief: eco-production (sets, travel, energy), waste reduction, promoting local stakeholders, parity in casting and teams. Regarding experience, clarify the safety and information standards to be respected in the content, for example for a hot-air balloon activity with safety briefing, or a sea outing supported by sailing tips. The brief becomes the guarantee of an inspiring and responsible narrative.
Local impact and seasonality
Direct demand towards areas and periods capable of absorbing the flow, put safeguards on fragile sites, promote soft mobility and short circuits. The angle of “slow tourism” can draw inspiration from a sustainable positioning to enhance social acceptability.
Useful annexes and inspirations for creation
Add to the brief a bank of inspirations: iconographic references, charters, local and international case studies, event calendars, as well as experience storylines to devise. Examples include a retro trip to explore a capital city aboard a Solex, a device around a federating urban race, or educational content from sailing tips help the creative team to feel the ground. This documented and sourced material accelerates understanding and directs the construction of the destination campaign.
