Standing out requires more than just offering standard services. It demands creating unforgettable experiences that captivate and engage guests on a deeper level.
Pop-up experiences, in particular, have become a powerful tool for achieving this. These temporary yet impactful installations not only draw immediate attention but also create a sense of urgency that compels potential visitors to act quickly.
That being said, let’s explore some of the most successful pop-up brand activations and experiential marketing campaigns. Here are nine examples that tour operators and attractions can pull inspiration from to enhance your own offerings.
1. Ireland Tourism’s Doors of Thrones
In an innovative collaboration with HBO, Tourism Ireland launched the “Doors of Thrones” campaign to turn a natural disaster into a unique tourism opportunity. After a powerful storm toppled trees at the Dark Hedges, a famous “Game of Thrones” filming location, the campaign transformed the fallen trees into ten intricately carved wooden doors. These doors, depicting scenes from the show’s sixth season, were placed in pubs across Northern Ireland near key filming locations, creating a captivating film trail for fans.
Lessons for Attractions: This campaign brilliantly leveraged a pop culture phenomenon to draw attention to Northern Ireland’s attractions – all while using a natural disaster in its favor.
- Leverage Pop Culture: Tap into popular media and cultural phenomena that resonate with your target audience to create excitement around your campaign.
- Strategic Partnerships: Collaborate with relevant stakeholders and brands to enhance the reach and impact of your campaign.
- Encourage Exploration: Design your campaign to encourage tourists to visit multiple locations, adding an extra layer of fun to the experience. You´ll als be spreading economic benefits and showcasing more of what your destination has to offer.
2. Audible Sound Experience at South by Southwest
Audible created an immersive “Sound Experience” at South by Southwest this year, featuring carnival-inspired attractions coupled with interactive audio storytelling experiences. The star activation was a large Ferris wheel with audio-enabled gondolas, where guests could listen to Audible content while enjoying the ride.
Lessons for Attractions: This campaign exemplifies how brands can merge physical experiences with their core product offerings to create memorable and engaging customer interactions.
- Create Multi-Sensory Experiences: The combination of sensory elements – sight, sound, and motion – created a compelling and immersive experience that captivated all senses. This approach can make your offerings stand out and leave a lasting impression on guests.
- Integrate Core Products: Find creative ways to highlight your main products or services into the experience. For instance, a wine tour could include VR headsets showcasing the wine-making process while guests enjoy tastings.
- Reinforce Brand Identity: Like Audible, your campaigns should reinforce your brand identity by integrating key components of your tours or attractions – i.e. the audiobooks in Audible´s case – in the overall experience.
3. Experience Kissimmee’s Zip Line Rides
In a unique campaign to entice Chicagoans to visit Florida, Experience Kissimmee installed a zipline in Millennium Park in the peak of winter. Dubbed “Escape Cold. Warm Your Heart,” the event featured free zipline rides, hot cocoa, and photo opportunities with a baby alligator. Participants could also register for a chance to win prizes, including a vacation to Kissimmee.
Lessons for Attractions: This campaign is an excellent example of how adventure stunts can effectively draw attention. This campaign in particular was successful in introducing Chicagoans to Orlando´s promise of warmth and excitement.
- Create Bite-Sized Adventures: Offering a small-scale version of the adventures available at your destination or attraction can spark enough interest to convince potential visitors to make a booking.
- Seasonal Relevance: Aligning your campaign with the current season can make it more impactful. For example, offering a warm, adventurous experience in the middle of winter can be especially appealing.
- Interactive Elements: Incorporating interactive elements, like a zipline or a photo opportunity with a baby alligator, can make the experience more memorable and engaging.
Source: Delta
4. Delta Lounge at SXSW
At this year´s SWSW festival, Delta Air Lines transformed a downtown Austin restaurant into an airport lounge, complete with its red and blue branding, vintage Delta travel posters, a daily coffee happy hour, and branded gifts. Additionally, Delta created a special installation at Austin-Bergstrom International Airport’s Gate 10, offering guides to the festival and express lane badge pickup for SkyMiles members.
Lessons for Attractions: The Delta Lounge at SXSW is a standout example of how a brand can create an engaging and memorable presence at a major event. Delta’s approach combined visual branding, interactive elements, and exclusive perks for their loyal customers.
- Visual Branding: Consistent and striking visual elements can significantly enhance your event presence. Consider using your brand’s colors, logos, and themes to transform spaces into immersive brand experiences.
- Branded Souvenirs: Offering unique, branded merchandise can serve as a tangible reminder of the experience.
- Convenience for Your VIPs: Providing special services for loyal customers, such as express lanes or exclusive lounges, can foster a deeper connection with your biggest fans.
Source: Anne-Marie Desmarais via Canadian Geographic
5. Hôtel de Glace’s Immersive Winter Experience
Hôtel de Glace, located near Québec City, offers an enchanting winter experience with its uniquely crafted ice hotel. Each year, the hotel is rebuilt from 23,000 ice blocks and includes 30 rooms, an ice bar, and an ice chapel. Guests can tour the site during the day, while those staying overnight receive Arctic sleeping bags for warmth.
The pop-up hotel stands out for its unique and immersive experience, drawing visitors to a one-of-a-kind stay. Combining art, extreme accommodation, and seasonal exclusivity creates a memorable experience that attracts a diverse audience, from adventure seekers to event organizers.
Lessons for Attractions: The key takeaways include leveraging seasonal and unique elements to attract visitors, integrating cultural and artistic themes, and offering additional amenities that enhance the overall experience.
- Create Exclusivity and Urgency: Limiting the availability of an experience encourages visitors to act quickly, increasing bookings and engagement due to the fear of missing out on a unique opportunity.
- Integrate Art and Culture: Incorporating artistic and cultural themes into the design of an attraction can enhance its appeal. Unique and visually stunning elements can make the experience more memorable and shareable.
- Get Outside the Box: Providing unusual and extreme experiences, like an ice hotel, can easily generate buzz around your attraction and set your brand apart from competitors.
Source: Netflix
6. Stranger Things: The Netflix Experience
The Netflix show Stranger Things created an immersive experience at The Duggal Greenhouse in Brooklyn, New York, turning it into the town of Hawkins in 1985. The event offered a guided adventure through iconic settings from the show, where guests could use their “powers” to help save Hawkins. The event also featured a photo-friendly setup that encouraged social sharing.
Lessons for Attractions: This campaign leveraged innovative immersive technology and storytelling to engage fans. By transforming a physical space into a beloved TV show setting, Netflix created a unique, memorable experience that attracted significant attention and buzz.
- Leverage Popular Themes: Popular TV shows, movies, or cultural phenomena can attract fans and create an instant connection with the audience. This familiarity can make the experience more engaging and exciting.
- Incorporate Technology and Interactivity: Using immersive technology and interactive elements can make the experience more engaging. Allowing guests to participate actively enhances their connection to the event and makes the experience memorable.
- Encourage Social Sharing: Designing photo-friendly setups and encouraging the use of dedicated hashtags can significantly boost visibility. When guests share their experiences on social media, it extends the campaign’s reach and creates organic buzz.
7. Tide’s Tide Evo Activation
At SXSW 2024, Tide launched a new eco-friendly detergent known as Tide Evo with a visually striking and interactive activation. The brand decked out a bright orange and blue space with an oversized Evo bottle installation filled with pillow replicas of the detergent tiles.
The activation also included two science labs operated by the product’s inventors: one demonstrating the quick-dissolving fibers of Evo tiles and another allowing attendees to spill chili oil on fabric and dissolve it using Tide Evo.
Lessons for Tour Operators: The Tide campaign is a prime example of how a brand can creatively introduce a new product in an unexpected setting. No one expected to see a laundry detrgent brand at a tech-centered conference like SXSW. Yet Tide was able to capture the attention of a diverse audience, combining education with a fun, hands-on experience.
- Innovative Product Showcases: Use events to showcase new products or services in a way that allows attendees to engage with and understand the innovation behind them. For example, a brewery tour operator might create an interactive exhibit at a big community event showing the beer fermentation process.
- Educational Engagement: Having experts or guides demonstrate and explain key aspects of your offerings can enhance your brand´s credibility. A hiking tour operator could, for instance, feature a First aid workshop led by an emergency response official.
- Interactive and Immersive Displays: Create visually appealing installations that draw in visitors and encourage them to explore. This can be as simple as a themed photo booth or as elaborate as a replica of a historical site.
8. Montana Mercantile Tour
The Montana Mercantile Tour was a guerrilla marketing campaign inspired by the iconic Polebridge Mercantile near Glacier National Park. The tour featured a food truck transformed into a mercantile building, which traveled through city landscapes in Chicago, Minneapolis, and Seattle. Brand ambassadors, dressed in Montana-themed outfits, invited guests to experience a “Montana moment,” where they could take photos with a high-definition photo mat depicting Montana scenes and “Billy,” a bison head prop.
Lessons for Attractions: The campaign effectively used a mobile setup to engage a wide audience, created memorable interactions, and leveraged social media to amplify its reach.
- Leverage Regional Themes: Highlight unique aspects of your region or attraction to create a compelling experience that stands out.
- Mobile and Flexible: Use mobile setups to reach a broader audience by bringing the experience to them, especially in highly populated cities.
- Social Media Integration: Incorporate social media elements into your campaign to extend its reach beyond the physical location. Participants who posted their experience on social media with the hashtag #idratherbeinmt received Montana-made treats like huckleberry ice cream and bison jerky, and were entered to win a trip to Montana.
9. Blink by Black Tomato Tours
Blink by Black Tomato offers ultra-exclusive travel experiences that go beyond traditional luxury by creating custom pop-up luxury camps in remote parts of the world. These trips have taken place in various destinations like Patagonia, the Chegaga sand dunes in Morocco, and the banks of the Mekong River in Cambodia. The aim is to offer a unique adventure where travelers can immerse themselves in locations rarely visited by others.
Lessons for Attractions: This campaign exemplifies the pinnacle of personalized and exclusive travel experiences, showcasing how far brands can go to offer something truly unique.
- Audience in Mind: The sheer customization involved – from luxury linens to specific interior designs – demonstrates a high level of attention to detail that appeals to the brand´s discerning, high-net-worth clientele.
- Customization: Personalization is king in today´s travel industry and can greatly enhance guest satisfaction.
- Comprehensive Planning: Oversee every detail, from logistics and accommodations to dining and activities, ensuring a seamless and unforgettable experience for guests.
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By studying successful campaigns such as Ireland Tourism’s “Doors of Thrones,” Delta’s immersive lounge, and Black Tomato’s exclusive luxury camps, tour operators can learn the importance of personalization, strategic location selection, and creating a sense of exclusivity and urgency. Implementing these elements can significantly level up your marketing game and ultimately increase your bookings.
