How Your Destination Can Maximize Budget with Content Creators

As a Destination Marketing Organization (DMO), managing your budget effectively while maximizing impact is key to achieving your goals. Partnering with content creators is one of the most cost-efficient ways to amplify your reach, generate fresh assets, and provide long-term value for your destination. Here are actionable pointers to help you stretch your budget while working with content creators:

1. Double-Dip for Maximum ROI

When commissioning content creators, think beyond one-time social media campaigns. Strategize to reuse and repurpose their work across multiple channels and initiatives:

• Social Media & RFPs: Use creator-generated content not only for your social media platforms but also to enhance RFPs for meetings, events, and conferences. Showcase the destination’s vibrant personality and amenities in proposals.
• Asset Refresh: Update your library of photography and video assets by incorporating high-quality agreed upon visuals from creators. Use these for digital campaigns, brochures, and event promotions.
• Native Itineraries: Request creators to post personalized itineraries that cater to specific themes (adventure, culinary, cultural, etc.) and repurpose these as templates for hospitality partner outings or employee engagement activities.

2. Create a Content Ecosystem with Local and Regional Creators

Engaging local and regional content creators helps you leverage their built-in audiences while showcasing authentic perspectives of your destination. Here’s how to collaborate effectively:

• Promote Upcoming Events: Partner with creators to spotlight festivals, theatre runs, new installations, or seasonal attractions. Encourage them to produce engaging reels, blog posts, and stories to generate buzz.
• Community Engagement: Involve creators in community-focused activities like ribbon-cutting ceremonies, charity runs, or new business launches. This connects your destination with locals and visitors alike.
• Cross-Promotion: Ask creators to tag local businesses, hospitality partners, or event sponsors, creating a ripple effect of visibility across platforms and showing your partners how you’re investing in them through content.

3. Build Sustainable Assets

Content creators can deliver more than just social media posts. Develop long-term assets that support your marketing strategy year-round:

• Video Series: Commission creators to produce evergreen video content—such as virtual tours, behind-the-scenes looks, or testimonials—that can be reused for various campaigns.
• Educational Materials: Use itineraries crafted by creators as the foundation for lunch-and-learn sessions with your community and hospitality partners. These sessions can inspire stakeholders to embrace the destination’s vision.
• Photography Reusability: Request creators to provide a variety of shots that can be cropped and adapted for different uses (e.g., website banners, email headers, social media posts).

4. Incentivize Collaboration

Stretching your budget doesn’t mean cutting corners. Instead, focus on creating mutually beneficial relationships with creators:

• Hybrid Compensation: Offer a mix of monetary payment and in-kind benefits like hosted stays, exclusive access to events, or networking opportunities. Or, consider affiliate programs with personalized links so that your partner creators are compensated for actual visitor conversions.
• Long-Term Partnerships: Build ongoing relationships with creators who know your destination well. This fosters consistent messaging and reduces onboarding costs for future campaigns.
• Group Campaigns: Collaborate with multiple creators on a single campaign to generate diverse content while sharing costs.

5. Involve Creators in Strategic Planning

Content creators are experts in storytelling and audience engagement. Involve them early in your planning process to maximize their creativity and insights:

• Campaign Brainstorming: Invite creators to pitch content ideas tailored to your objectives.
• Event Amplification: Have creators attend your key events and share live updates, increasing real-time visibility.
• Data Insights: Utilize creators’ analytics to identify what resonates with their audiences and adapt your strategies accordingly.

Conclusion

By working strategically with content creators, DMOs can stretch their budgets while delivering impactful campaigns and valuable assets. Double-dipping on content, involving local talent, and focusing on long-term sustainability are key strategies to ensure that every dollar spent drives maximum returns. In 2025, let content creators become your greatest allies in showcasing the unique charm of your destination to the world.

Can’t make it to a TBEX event? Did you know we can source, organize and manage group content creator experiences for you? Contact us.