Come to your senses: creating brand experiences
Two years ago I took my daughters on a tour of the Sydney Opera House. Like many things we do with our children the experience could have gone either way – boring, long and exhausting, or memorable, meaningful and moving. Lucky for us, it was the latter.
With major renewal works taking place, the world-famous Concert Hall was closed and in its place was a small pod created to replicate the experience. Initially we were disappointed, but the space that was customised to intensify sensory experiences turned out to be one of the most amazing things we’ve done.
As we sat on the carpeted floor surrounded by carefully curated visuals, and sound which felt as though it was vibrating through our body, every single person in the room was moved emotionally. We couldn’t help it. I looked over at my then six-year-old daughter’s face, and she had a tear rolling down her cheek.
Great composers are able to craft melodies and harmonies that resonate with listeners’ feelings, thoughts and experiences. Compared to most other musical genres, classical music employs a wide dynamic range, going from soft whispers to thundering fortes. These fluctuations in volume and intensity have a profound impact on our emotional state.
This is because dynamic range and contrast help us feel things deeply.
It started me thinking about how marketers, in the events and experiences they create for their regional areas, can utilise this kind of approach. Here’s how this might translate for local governments looking to attract visitors:
The power of layering senses: Marketing an experience is more than just promoting a visually appealing area or venue. People don’t just interact with their surroundings through sight – they engage through all five senses. Whether it’s a vibrant local festival, a nature walk, or a historical landmark, layering these sensory experiences will resonate more deeply. How does the food taste? How does the space smell? What sounds do visitors hear? These details add texture to their memories and will ensure they leave with more than just a snapshot.
Using dynamic contrast: Just as music uses dynamic range to move us from soft whispers to powerful crescendos, experiences should vary in intensity to keep visitors engaged. Whether it’s the juxtaposition of serene countryside moments with bustling markets or the quiet contemplation in an art gallery before moving to a lively cultural performance, this contrast keeps things exciting and unpredictable for visitors.
Tailoring to visitor needs: Local governments need to understand the broad range of potential visitors and design experiences that cater to different interests. Families, solo travellers, and older visitors may all want something unique. Offering a mix of activities – from family-friendly adventures to quieter cultural pursuits – ensures a wide appeal. This ensures that people are able to relax, engage and have the head and heart space to be moved by what you've created.
The art of awe: Whether it’s wonder at a natural phenomenon, nostalgia in a historical town, or the joy of discovering a local delicacy, creating an emotional connection is crucial. This is what will inspire them to return, recommend the experience to friends and share their stories.
Because what we are attempting to do with destination marketing, especially in regional areas, is the same thing that the Sydney Opera House was doing with its Concert Hall simulation – we’re trying to surround the visitor with a voluminous world that helps them feel more deeply than they do in their everyday lives.
Brands are built better together.
Megan
