The untapped podcast opportunities for Tourism
by Rhys Waters
Tourism marketing is typically an overtly emotional play. Taste the food, feel the sand between your toes, smell the pine forest. You get the idea. If you can get an individual to feel an emotional connection with a place, then your on the right path to convincing them to visit.
As a team, we’ve obsessed over how podcasting in tourism is deeply underdeveloped as a marketing tool. Podcasting is an inherently emotional media and sparks the listeners imagination. They are a match made in heaven.
So to prove it we teamed up with a forward thinking tourism enterprise. The result was the Avondale Sky Winery Podcast.
Together we developed an example of how tourism can rock podcasting to sell a destination in a totally new way. The goal being to help tourists develop an emotional connection, before they even step off the plane or cruise ship.
To do this, we focused on using the format of audio documentary. This allowed us to build deeply personal storylines and highlight the characters that make the venture unique. The story of Avondale Sky Winery was perfect for this format.
In 2019, the Coutinho family took a leap of faith. They bought a winery with no previous experience in the wine making industry. Nestled in rural Nova Scotia, this podcast captures the ups and downs of their first 2 years running Avondale Sky Winery.
This is the story of risk, passion and family. A story about rural life and community. A story of adapting to survive and learning to thrive. Each episode is build on a theme, allowing us to explore a deeper connection between the audience and Avondale Sky Team.
Less than 30% of this show was recorded in a studio. We wanted the listener to be transported to the winery, so naturally field recording was essential. From crushing grapes to tasting wine, we have crafted an immersive audio experience.
All four episodes are live and the Podstarter team is thrilled with the feedback! Thanks to the Coutinho family for trusting us to share their story with the world, the reviews speak for themselves.
Emotional replies that shows potential visitors develop a connection to the Avondale Sky Winery before they even arrive. If you want to explore how you can use podcasting as part of your tourism marketing strategy, get in touch!