Journal · Notes
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.
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Written in-house. Opinions, not research papers. Where a number matters, we publish it only once it is ours to publish.
Destinations · 4 min read
Only 1% got in through New York's draw. The demand is the product
The New York City Marathon just became the first with more than 60,000 finishers. The more useful number for other destinations is the 240,000 who applied.
Destinations · 5 min read
Venice's marathon sends visitors where they never go
The 40th Venice marathon drew a record 24,000 runners, 70% of the marathon field from abroad. The smartest part is where the course takes them.
Destinations · 4 min read
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.
Destinations · 5 min read
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 read
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 read
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.
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Occasional working notes on destination marketing, sport and commercial partnerships.
