Latest / Destination Discourse
97: Are You Marketing a Destination, or Exporting a Culture? (Josh Albrecht)
Most DMOs still ask how to get outsiders to notice their destination. Josh Albrecht, CMO of VISIT Milwaukee, argues that's the wrong question - a DMO's real job is to export culture until the destination becomes part of someone's identity, the way his dad stayed loyal to Coke even when Coke wasn't on the menu.
Josh walks through how Milwaukee tested that thesis: an Adidas sneaker collab that sold out online in 20 minutes (75% local buyers), a homegrown TV show driving visitation growth in markets like St. Louis and Kansas City with zero added ad spend, and a $0 partnership with Dwyane Wade's…
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