By Bruce Dickson, Tourism Development Solutions, P.O. Box 19654, Portland, Oregon 97280.
Website: www.developtourism.com Email: tourismsolutions@msn.com
Design is paramount
q Most potent image and/or graphic design is in use – with potential ‘wow’ factor included to evoke instant emotional response.
Ø 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.
q The most potent text is being used - approx. 10 to 15 words or less.
q The core design & text
elements are easily read and absorbed (at speed) from a distance.
A reason to visit must be given
q The most potent ‘Why’ is provided.
Ø The powerful reason to visit – communicated succinctly but explicitly.
Ø Most enticing experience, activity or benefit. What is truly distinctive or special
about it?
Ø The attraction’s name is not normally the reason to visit, unless it is a powerful
brand name like ‘
Ø Why are you really worth the drive, particularly if a perceived ‘distance’ is involved?
Ø Using ‘hard’ not just ‘soft’ information, if feasible.
Ø For example: through a credible independent
quote or testimonial.
Other essential information
q And Who?
Ø Name of attraction or destination. (Is the name easy to remember, grasp and say?)
Ø Core message or information explaining key experience offer (if name fails to
do so).
q And Where?
Ø Location of attraction or destination.
Ø Highway exit number and number of miles left to travel.
Ø Inclusion of name of nearest widely known city or town - if location difficult
to pinpoint.
q Website address included in legible sized lettering (for future use).
Fundamental creative objectives
q That immediate response, or desired impression, is aroused in viewers
Ø e.g. a ‘Wow!’ (‘Where/what is that?!’), good humor, positive brain teaser, or
mental note.
q Core messages & claims are credible, not exaggerated or misleading.
Ø Otherwise these may potentially lead to false expectations, disappointment,
resentment… even bad word of mouth.
q Leading experience strengths are not undersold.
q Content is consistent with positioning & branding?
Ø If these are known to already be both accurate and effective.
Planning and assessment
q Billboard possesses a capacity
for simple, timely content changes or additions to be made.
q A means has been created to evaluate billboard’s appeal, impact
on visitation, & ROI (return on investment).
Sample billboard advertising costs:
As a cost indicator, in some States of USA, a directional billboard in a non-metropolitan setting can cost anywhere from $400 to $1,000 per month. While in a metropolitan area costs per billboard can range from $2,000 to $3,500 per month. (Note: Prices reflect those current at the time of this paper's publication.*)
Billboards as a Marketing Tool (Part 2)
Additional advice & presentations on content and design
TCDS can provide additional advice and presentations on useful
content and design tips for billboards - including text needs, common mistakes to avoid, making use of multiple sites and enhancing your
billboards' aesthetic and physical impact.
Tourism and Community Development Solutions (TCDS) are destination development,
strategy planning and local development specialists for rural, urban, regional & state tourism.
We welcome inquiries
from visitor destinations and their CVBs, Chamber of Commerce, local Councils, Economic Development agencies and interested
others.
TCDS have extensive and diverse experience in assisting newly emerging regional destinations and moderately
resourced communities & attractions. Special interest tourism strategies are also a specialty.
[1] Billboards: Roles and Evaluation Criteria