b'MARKETINGMore Ways to Stay Relevant in a Sheltered WorldBy Karen Rainbolt, FOGHORN Managing EditorL ast month, FOGHORN offeredsome tourism boards and destinationEXPANDING HORIZONS a tip from a PVA Vesselmarketers that are finding ways toFROM HOMEmember to stay engaged withpromote their destinations in a manner the customers you hope will cruisethats not just tonally appropriatewith you sooner than later. Until thebut generous, inventive, and genuinely all-clear is announced, here are moreuplifting as well, wrote Skifts Rosie ideas to connect with people sitting atSpinks on March 26. She noted that home dreaming of adventure on thenone of the best campaigns explicitly waterways.encouraged booking a trip right now.One campaign focused on hope, Partner with Destination Marketers another saying theyre looking forward Your operation is part of a largerto sharing their destination again as community, most likely a desirable des- soon as possible, and a third listed all tination that brings visitors to the area.the highlights of an area in a positive This is a good time to reach out to local,light. regional, and state tourism boards toThe key is to offer uplifting or coordinate a plan to reach out to adven- calming images of a place during a time ture-starved wannabe tourists.of anxiety and uncertainty, without Skift, which identifi es trends acrossshouting to customers to buy now!In early May, PVA Vessel member travel, dining, and wellness sectorsChicagos First Lady Cruises participated through a combination of news,Playing Games in a virtual road trip on Facebook by posting several fun and inspiring photos research, conferences, and marketingIf youve glanced at Facebook forto highlight the best of the Windy City services, posted recently about themore than five seconds in the pastand the family-operated vessel operation. best destination campaigns during themonth, youve probably seen that pandemic.EVERYONE is playing some type of As the crisis has unfolded, wevegame. Post a picture of a landscape.letter of your last name. Scramble your been impressed by the creativity ofName fi ve bands that start with the fi rstmiddle name to see who can fi gure it out fi rst. We get it. Bored people like to play games. So, give them something in-teresting to do! How about a virtual I Spy from photos you post about your operation? Or, encourage people to write a poem (or a haiku!) about something that has to do with your vessel operation. Ask them to share their favorite photo of or from your RELIABLE POWER FOR Apassenger vessel. Challenge singers DEMANDING SCHEDULE and songwriters to perform an original song that features your company or Your business cant compromise when it comes towhat can be seen while underway. maintaining a demanding schedule. Thats why customers count on reliable John Deere PowerTechOffer prizes and post the winners. marine engines. With high torque and low-rated rpm,Right now, nothing is what anyone John Deere engines deliver dependable power andexpected this year to be. Use this time to quiet operation. put together a plan to keep your brand Full power range of marine engines 60 to 559 kw (80 to 750 hp) in front of your customers, reminding them that when the world goes back to JohnDeere.com/Marine normal, youll be there to show them a good time. n24MAY 2020FOGHORN'