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Engaging with cultural tourists: a case study from Time Out

Engaging with cultural tourists: a case study from Time Out

By Mark Elliot

SUMMARY

Time Out magazine positions itself as a destination 'for intelligent, discerning consumers within a highly creative environment'. This case study demonstrates how they use their portfolio of media (magazines, website and guidebooks) to target their mantra 'know more, do more' at visitors who like to plan ahead and those who just 'turn up and see'. As well as an outline of their audience demographic and brand values, you'll find examples of their approach to targeting and developing cultural tourists, including a selection of partnership campaigns and cross-platform engagement techniques.

Time Out believes its growth and expansion beyond the London brand provides proof of just how successful its intelligent and informative approach really is. 30 Time Out magazine editions are now published in 21 countries around the world (with further four cities to be launched in 2009). From New York to Sydney, Time Out connects people who have a desire to lead a richer life and make the most of the diverse cities in which they live.

Recent focus group research undertaken by Time out suggests that consumers are looking to the magazine for ideas and reviews / previews. Once that has helped them to select what they want, they go to the web-site for further information and to action their need. As far as the London site is concerned it’s almost like a best kept secret.

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Resource type: Case studies | Published: 2013