In this lively episode of Destination Discourse, hosts Stuart Butler and Adam Stoker sit down with Patrick Harrison from Visit Tampa Bay to dive into the fascinating world of guerrilla marketing for DMOs. This engaging conversation explores how creative, scrappy, and grassroots campaigns can amplify destination marketing efforts—especially when budgets are tight or competition is fierce.

Patrick shares insights from his years of experience leading innovative marketing strategies in Tampa Bay, including some memorable campaigns like creating an obituary for winter in the Chicago Tribune and staging mock protests in Boston to rally for warmer weather. The discussion highlights how DMOs can think beyond traditional marketing, build a team culture that fosters bold ideas, and leverage local partnerships to create campaigns that resonate emotionally with travelers.

Key Highlights:

 • Stu’s News: A discussion on Miami Beach’s breakup with spring breakers, including the clever campaign’s impact on visitor demographics and its implications for targeting high-yield travelers.

 • What is Guerrilla Marketing? Patrick defines guerrilla marketing as being scrappy, disruptive, and grassroots. He shares how Visit Tampa Bay has used creative tactics to punch above its weight in competitive markets.

 • Notable Guerrilla Campaigns:

 • An obituary for winter in Chicago to encourage Floridian vacations.

 • A staged “protest” in Boston featuring actors advocating for warmer weather.

 • Team Culture for Innovation: How Patrick’s leadership philosophy nurtures creativity and risk-taking within Visit Tampa Bay, leading to standout marketing strategies.

 • Collaboration with the Community: Patrick emphasizes the importance of engaging local businesses, chefs, and artisans to build authentic, unique experiences for visitors.

 • Creative Extensions of the Tampa Brand: From Tampa-themed beer and coffee to a signature scent, Patrick explains how these unique offerings enhance destination storytelling and leave lasting impressions on visitors.

Key Takeaways for DMOs:

 1. Start Small: Test simple, authentic guerrilla marketing ideas tailored to your community’s unique strengths.

 2. Be Bold but Thoughtful: Risk-taking campaigns can stand out, but they must align with your destination’s identity and goals.

 3. Foster a Creative Team Environment: Encourage open dialogue, brainstorming, and freedom to experiment with unconventional ideas.

 4. Leverage Partnerships: Collaborate with local businesses to expand your destination’s reach and resources.

 5. Lead with Emotion: Focus on creating emotional connections with travelers, not just transactional relationships.

This episode is packed with actionable insights and entertaining stories, perfect for DMOs looking to think outside the box. Tune in to discover how guerrilla marketing could transform your destination’s marketing strategy!