Business tourism is at the heart of the strategies of many destinations and companies. Influence is an obvious avenue for leisure tourism, but can we also use this marketing lever to promote business tourism?
At Anorak, we had the opportunity to test this potential during our recent business trip to the Eastern Townships. Nicolas Bon, co-founder of Anorak and a well-known Quebec business personality, led his team to the Eastern Townships for a three-day immersion. The objective was to strengthen team cohesion for the new school year, create lively and authentic content for the region, and promote the destination as an obvious choice for future business tourism. Over the three days, the team discovered a region as rich in landscapes as it was in experiences.
Business tourism in the age of influence
Businesses, tourist attractions and destinations are starting to leverage influencers and thought leaders to promote their offerings for business events and meetings. LinkedIn, as a professional showcase, prioritizes the credibility of information and exchanges. So why not leverage this trusted channel to promote a business destination to a professional audience?
For several years now, Tourisme Cantons-de-l'Est, in collaboration with Anorak, has taken up this challenge: promoting the region through business personalities. The content created and the distribution channels differ slightly from those used in “classic” influence, but the results are still impressive.
Unlike more generalist platforms, LinkedIn enables you to precisely target influential professionals in specific sectors. Each piece of content then becomes a lever for visibility, while generating high-quality interactions with players directly concerned by the offer in question.
Our stay in the Eastern Townships with Anorak
Day 1: Morning at Cidrerie Milton @cidreriemilton with a stroll through the orchard and cider tasting. We then headed to Domaine Jolivent @domainejolivent for our first team meeting. We were welcomed into an idyllic setting, perfect for our shoulder lake. At the end of the day, we discovered our accommodation: the Espace 4 Saisons @espace4saisons hotel. It was a real coup de coeur for the team.
Day 2: A morning of work and photo sessions at the Centre de villégiature Jouvence @jouvencecdv. After lunch, we took part in team-building games, then finished off with a pleasant canoe trip on Lake Stukely. We finally ended the day at the delicious restaurant Koz @Koz
Day 3: We wrapped up our stay with a morning meeting at the hotel. We loved the rooms available for working. Then it's back to business: back to the city and back to the office.
Over the course of the trip, we had the chance to publish on different channels, Nicolas Bon's LinkedIn and the Clark agency, in the form of a post and article, as well as on the company's social networks (Instagram and TikTok). The diversity of content and audiences ensured great visibility for the campaign, in addition to reaching a very diverse audience.
Influence, a strategic asset for business tourism
In conclusion, influence and business tourism are a combination that is not only powerful, but still relatively new. This lever enables a destination to be promoted in a natural and engaging way, positioning it as an ideal choice for business meetings and corporate events. By collaborating with business personalities unaccustomed to sponsored content, the results are all the more convincing: authentic, credible, and high-impact on target audiences.
With results already excellent, this approach represents a real opportunity for destinations, but also for companies looking to stand out from the crowd. Influence in business tourism is still in its infancy, but it already offers an innovative and promising way of attracting a professional audience in search of unique destinations tailored to their needs.
Many thanks to Tourisme Cantons-de-l'Est for their warm welcome and impeccable organization. None of this would have been possible without a stay orchestrated with such care and attention.
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