To effectively meet the Millennial target market, it is important within any broader Place Branding Strategy Rollout to develop a broader array of experiences and temporary and permanent activation of areas of the City or Destination that respond to their specific tastes, desires and sources of fun and play. Temporary and permanent City Activation initiatives and Experiences are central to any roll out plan.
For Millennials a base driver is to uncover moments and visuals that can be captured and shared on Instagram and Snap Chat in real time. If this isn’t present, their attention, interest and motivation to share their discoveries wanes. This sharing aspect is not simply a way of them broadcasting and boasting about their activities, but rather it is a key communication and community building tool. By facilitating and integrating this into the city, we are signing up advocates and incentivising them to share their experiences and in turn build the new brand positioning. Accordingly, the ideas that are developed across both City Activation and Experiences need to accommodate Millennials’ key means of communicating and incentivise them to both share and talk about the new brand across social platforms in a positive way.
From an activation, event and experience perspective, there are significant opportunities for asset utilisation within cities and destinations. Precinct activation is the key to attracting visitors into targeted precincts. Activating a precinct looks to move beyond a singular event and incorporates a range of complimentary experiences that provide opportunities for engagement. These can include one off events, permanent installations, pop-ups, festivals and competitions. Through the precinct activation, there is the opportunity to leverage from existing infrastructure, such as beaches, mountain bike tracks, food trucks etc. or disused areas can be utilised to create entirely new functional spaces (temporarily or permanently) to attract new visitors.
Precinct activations and the proposed events and experiences (stand alone or integrated) also provide a valuable opportunity to target tailored demographics into specific areas of a City or Destination. There are numerous best practice examples (domestic and internationally) demonstrating how areas can be completely transformed into functional spaces that attract a particular demographic of visitor.
Millennials represent a diverse age range (18-36) which is also evident in their tastes, pastimes, sports and interests. With reimagining and creativity, Cities and Destinations and their associated resources can be perfectly poised to create, curate and host the sort of events and experiences that Millennials and indeed broader target markets desire and enjoy. What’s more, this opens up significant opportunity to develop and foster strategic partnerships with key stakeholders, local businesses and broader brands to contribute to co-delivering initiatives. This in turn has the potential to stimulate growth for the local economy and foster new employment and revenue opportunities.