A new look at Integrated Marketing

Here’s an interesting take on what is innovative integrated marketing applied in today’s multi-channel world of buying. What I consider especially relevant in a tourism destination marketing context is the following part:

Web sites should be ‘lifestyle’ destinations. With today’s increased Internet use, this is an effective strategy. A ‘lifestyle’ site focuses on providing appealing content beyond the traditional brand-related information. The key however is to develop a plan for ongoing maintenance, giving the consumers a good reason to come back and engage with the brand over time. More…

I have long wondered, why there are no true “lifestyle” websites with a built in travel element, after all interest in many destinations are stimulated by what can be considered non-travel elements, such as culture, food, fashion, music etc. Prime examples would be Italy and France. It will be interesting to see if any destinations or travel sites will take this approach.