Destination marketing reimagined

How modern marketers blend storytelling, empathy, and data to inspire travel and drive results

In Salem, Massachusetts — a city famous for both its history and Halloween — marketer Ashley Judge shows how creativity and practicality can coexist. Her lessons reveal how storytelling, empathy, and removing friction can transform ordinary tourism campaigns into experiences that truly connect.

Key takeaways

• Owned media still matters: Algorithms shift, but email remains a reliable way to stay connected. Judge’s “Hi! Remember us?” approach keeps audiences engaged without overwhelming them.
• Barrier removal as marketing: Good marketing often solves logistical or emotional obstacles — like promoting train travel when parking is scarce — to improve both guest experience and business results.
• Small friction, big loss: Even tiny usability issues, such as a confusing PDF, can cost thousands of conversions when audience reach is large.
• Let audiences define themselves: Interactive tools like Salem’s “Discover Your Perfect Trip” quiz help segment visitors naturally, offering personalized content while gathering valuable data.
• Storytelling drives numbers: Destination marketing thrives at the intersection of data and imagination — visitors are drawn by emotion, but success is measured in tangible economic outcomes.

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