Destinations · 4 min
A race is the only campaign with a date on it
Destination marketing usually asks people to come some time. An event asks them to come on a Saturday. That is the whole difference.
Journal
What we're working out.
Short notes on destination marketing through sport, how the commercial side of an activation is put together, and how we shoot it.
All notes
Notes on destinations.
Written in-house. Opinions, not research papers — where a number matters, we publish it only once it is ours to publish.
Destinations · 5 min
Four parties, one agreement
Destination, event, brand, athlete. Each has money or value to bring, and each wants something different from the same weekend.
Destinations · 3 min
HYROX gave destinations an indoor season
A racing format that fits inside an exhibition hall travels to cities in months when nothing else does.
Destinations · 4 min
Winter beyond the lift pass
Ski mountaineering and cross-country reach an audience that is younger, fitter and cheaper to talk to than the alpine market.
Journal by email
Read the next note first.
Occasional working notes on destination marketing, sport and commercial partnerships.
