•Website address included in legible sized lettering (for future recall and use).•And Who? Name of attraction or destination. (Is the name easy to remember, grasp and say?)Core message or information explaining key experience offer (if name fails to do so).Fundamental creative objectives•That immediate response, or desired impression, is aroused in viewers. e.g. a ‘Wow!’ (‘Where/what is that?!’), or good humour, a positive brain teaser, or easily recalled mental note.•Core messages & claims are credible, not exaggerated or misleading.Otherwise these may potentially lead to false expectations, disappointment, resentment… even bad word of mouth. •Leading experience strengths are not undersold.•Content a positive reflection on your branding? If branding known to already be accurate & effective. (Also ensure billboard itself is not a ‘nasty eyesore’.) Planning and assessment•Billboard possesses a capacity for simple, timely content changes or additions to be made. •A means has been created to evaluate billboard’s appeal, impact on visitation, & ROI (return on investment).
Destination Marketing Resource
Using Billboards: A ChecklistBy Bruce Dickson, Tourism Development SolutionsDesign is paramount•Most potent image and/or graphic design is in use – with potential ‘wow’ factor included to evoke instant emotional response. Option to add unusual 3D elements. A theme park’s image might highlight and demonstrate visitors’ excitement on their most enticing ride, not just a wider angle photo of the ride itself or the park entry. •The most potent text is being used - approx. 10 to 15 words or less. (Humor generating an instant ‘LOL’ response can also add impact and extra recall power.) •The core design & text elements are easily read and absorbed (at speed) from a distance. A reason to visit must be given•The most potent ‘Why’ is provided. The powerful reason to visit – communicated succinctly but explicitly. Major visitor benefit?Most enticing experience, activity or feeling. What is truly distinctive or special about it? The attraction’s name is not normally the reason to visit, unless it is a powerful brand name like ‘Disneyland’, Las Vegas, the Great Barrier Reef or the Pyramids.Why are you really worth the drive, particularly if a perceived ‘distance’ is involved?Using ‘hard’ not just ‘soft’ information, if feasible. For example: through a credible independent quote or testimonial. Seeing ‘the unexpected’ can also help.Other essential billboard content•And Where? Location of attraction or destination.Highway exit number and number of miles left to travel.Inclusion of name of nearest widely known city or town - if location difficult to pinpoint.