22. Growing a successful digital following for destinations with travel blogger turned in-house digital marketer Lisa Kowalkowski, Marketing Cheltenham

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If you are interested in growing an engaged digital following, you work for, or with a destination marketing organisation, then I’m sure you’ll find this week’s episode interesting.

I’m talking digital marketing with travel blogger turned in-house digital destination marketer for Marketing Cheltenham, Lisa Kowalkowski.

Lisa took her story telling and digital expertise to Marketing Cheltenham in 2019 and has been instrumental in growing a significant digital audience for VisitCheltenham ever since.

Cheltenham is a beautiful Georgian spa town in Gloucestershire with a population of around 117,000. It is home to one of the most famous racecourses in the world, has a food scene that is booming and an event programme that is the envy of many destinations,

Today Lisa and the team at Marketing Cheltenham work with hundreds of businesses across the town, operating as a marketing agency for Cheltenham BID, as well as many others in the area.

Lisa has a unique perspective, understanding the important role of influencer and content marketing for reaching residents, day visitors as well as staying visitors. We chatted about:

· The benefits of being a travel blogger to promoting a destination

· The content plan for VisitCheltenham that drives visitors year-round

· Using Instagram stories and Facebook groups to great effect

· The importance of SEO

· Why it pays for a business to be proactive with the local DMO

Back in 2017 I set up Marketing Cheltenham which is managed by the forward-thinking Cheltenham Borough Council.

If you want to find out more about how Cheltenham transformed its working practices and created an engaged audience and stakeholder group, take a look at the case study here.

Enjoy the episode!

Kelly x

Connect with Lisa on LinkedIn
Marketing Cheltenham
VisitCheltenham channels
visitcheltenham.com
Instagram

Find out more about the marketing strategy and mentoring services with the Visitor Elves.
This episode is sponsored by Hello Starling.

Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations.
They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.
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