Episode 393: Elevating Travel Marketing through Out-of-Home Advertising, with Frederick Strebeck

Destination On The Left

On this episode of Destination on the Left, I talk with Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home advertising to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign.

What You Will Learn in This Episode:

• How Freddie and his team used a branded treat truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign
• Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message
• What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients
• Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way
• What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency

The Power of Out-of-Home Advertising

Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento.

The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors.

Adapting to a Post-Pandemic World

We chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels

Next Steps for Out-of-Home

We rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns.

Resources:

• Website: https://www.emcoutdoor.com/
• LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/
• LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/

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