Marketing & Promotion

Creating a distinctive and compelling identity through design and value promises to be used in targeted marketing campaigns, positioning the destination as an alluring choice for conscious travelers.

7.1.1 Develop a Digital Destination Brand Book: Set it up in Google Drive with guidelines around logo, colors and fonts for all future marketing materials, including a photo album to gather brand approved media and images of the destination.  

7.1.2 Local Influencers: Launch a branding campaign involving local influencers and artists for YouTube videos, blog articles and social media platforms.

7.1.3 Storytelling Campaign: Develop a backlog of recorded content for the website and social media by interviewing locals and visitors telling their stories about Oni.

7.1.4 Branded Merchandise: Select a few iconic branded merchandise items, such as tote bags or water bottles, to be given or sold to tourists and partners.  

7.1.5 Branded Information: Create a Visitor Information Guide Book, with maps highlighting key attractions, accommodations, and experiences. Include QR codes on promotional materials that link to these maps for easy access by tourists.

7.1.6 Showcase Local Artists: Feature local artists and their works in brand and promotional materials, enhancing the destination's unique creative identity and appeal to conscious travelers. Competitions are great ways to draw in and showcase prospective artists. 

Efforts will be directed towards enhancing visibility through digital marketing and social media channels, leveraging key influencers and travel media.

7.2.1 Develop a Destination Website:  Procure a website developer to create a destination website with member listings, a blog, map, and reservation and booking capabilities for all tourism businesses and services.

7.2.2 Online Payment Gateway: Set up and connect to the Tourism Cluster's bank account. Work with cluster members to agree on a plan where commissions for online bookings fund the Tourism Cluster initiatives and payments for bookings are passed onto the Cluster members.

7.2.3 Google My Business: Claim and update all cluster member business listings and destination points of interest on Google Maps. Create a Google Earth or My Maps listing to be embedded on the website.

7.2.4 Work with TripAdvisor and other OTAs: Update all Oni Municipality listings and businesses.

7.2.5 Create and Use Social Media Channels:  Train or hire someone familiar with running social media accounts such as Facebook and Instagram to engage and tailor content to the user base.

7.2.6 Conduct an Analysis of Online Reviews on Various Platforms: Reveal information about what demographics visit the destination and also use those platforms, as well as which platforms are the most popular for the region or for various target audiences.

Actively participating in tourism fairs and exhibitions will further contribute to expanding Oni's reach and attracting a diverse and conscious audience.

7.3.1 Connect with GNTA: Get on their radar as a destination partner. Understand their destination programs, schedule of events and activities, and how to get involved.

7.3.2 Industry Events: Participate in the upcoming GemoFest, as well as tourism fairs, exhibitions and an upcoming international tourism industry event with GNTA.

7.3.3 Association Memberships: Join Adventure Travel and Tourism Association (ATTA), the South Caucasus DMO Network, and Tbilisi Travel Massive (host a Meet Up in Oni) or other relevant industry associations.

7.3.4 Guerrilla Marketing Techniques: Participate in or partner with marketing agencies that specialize in guerrilla techniques to amplify brand awareness and the overall Oni presence in Tbilisi and other city markets.

7.3.5 Industry Collaborations: Collaborate with travel agencies and tour operators for joint promotions, and with travel influencers for digital marketing campaigns.

7.3.6 Media & PR: Develop partnerships with travel media and submit press releases for feature stories about Oni.