beyond sunsets and food: creative content for destination marketing orgs on instagram

Beyond Sunsets and Food

4 Creative Content Themes for DMOs on

Instagram

Instagram loves sunset photos.

(so tranquil)

Instagram also loves food photos.

(supremely delicious)

BUT

Instagram loves food and sunset photos a bit too much.

It’s time to add some flair to your Instagram feed.

Here’s how.

Start with themes that travelers love.

Distinct hotels.Local experiences.

Secret finds. Weekend trips.

Use hashtags to frame your themes.

Distinct hotels Local experiences Secret finds Weekend trips

#MySleepStyle#LocalLove

#MyHiddenCity#WeekendEscapes

Pair hashtags with photos that celebrate your

themes.

Treehouses for grownups. Treehouse Central has 16 different treehouses to sleep in. #MySleepStyle #hotel #instatravel #forest #naturelover #familyfun #northwest #treehouses

visitmycity

Fake copy, real image // credit @lizzi-giaritelli

Check out this secret view from the rooftop bar at Relax! in the Belmont neighborhood. Hurry up and visit before the cold sets in. #MyHiddenCity #rooftopbar

visitmycity

Fake copy, real image // credit @_mar_i_am

Build mini-stories around each

theme.

Cheers to the weekend! We’ll be sampling vintage wines at Happy Glass Vineyards on Saturday. Come join us! #WeekendEscapes #washington #wine

visitmycity

Fake copy, real image // credit @visitseattle

The Hotel de Fancy has hosted kings, queens, ambassadors, and even US presidents! Spend a night here and you’ll leave feeling like royalty. #MySleepStyle #hotels #visitVT #vermont #royalty #royals #palace #luxury

visitmycity

Fake copy, real image //credit @fourseasons

Fall is finally here and we can’t get enough of our farmer’s market. Bring on the pumpkins and apples! #LocalLove #fall #autumn #visitNH #farmersmarket

visitmycity

Fake copy, real image//credit @yourbeavercountry

Give recommendations based on themes.

Work those thighs! Visiting cyclists should ride the Waterfront Trail for 17 miles of car free bliss. #MyHiddenCity #cycling #bike #bikepath #bikelove

visitmycity

Fake copy, real image // credit @visitseattle

We’re pretty lucky to have these views in our state. Pack a picnic and head up Hwy 1 this weekend. #WeekendEscapes #california #hiking

visitmycity

Fake copy, real image // credit @berryskip

Encourage fans to share their stories with your themed

hastags.

Love this shot from @msvintage_25 during Vintage Madness, our annual vintage shopping #festival this past weekend. Tag your favorite places with #LocalLove to be featured! #vintagestyle #vintage #vintageshopping

visitmycity

Fake copy, real image // credit @whatsvintage

Follow Instagram accounts that post

clever content for more ideas.

@visitseattle@travelportland

@montreal @australia@visitphilly

#nailedit

High-five your marketing team for an Instagram content plan beyond

food and sunsets.

Want more content marketing magic?

4 Ways for Travel Brands to Impress with HyperlapseAnatomy of an Instagram Contest: Tag a Photo, Win a Tour

I make niche travel brands look mighty fine online.

www.nicollemerrill.com/blog

@pdxnicolle

// Image credit for cover and slides 2,3, and 5: http://www.photoeverywhere.co.uk