Latest / Destination Discourse
95: When's the Last Time Your DMO Admitted a Campaign Bombed? (Dan Gibson)
Every DMO panel is a highlight reel - so why does no one ever mention what didn't work? Returning guest Dan Gibson (Visit McMinnville) joins Stuart Butler and Adam Stoker to make the case that destination marketing's biggest blind spot isn't failure - it's the refusal to talk about it.
They dig into how vanity metrics let DMOs claim success on their own terms, why agencies get punished the moment a campaign underperforms (even though hiring only risk-averse agencies just guarantees more sameness), and why the sea of sameness in destination marketing exists precisely because nobody is closing…
The skinny
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