Marketing Navajo Nation Tourism
I was honored to create an outreach and nonprofit fundraising campaign to support developing tourism to the Navajo Nation. The program focused on driving economic develop in the remote and remarkably beautiful Monument Valley Navajo Tribal Park area of the Navajo Nation.
Challenges
As I started working on this project, we were confronted with three daunting challenges:
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The marina was a new and totally unknown vacation destination.
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It was located in a very remote area, more than 100 miles from any potential feeder markets.
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There were no funds available for investment in a marketing program.
Research
I researched the possibility of obtaining federal or tribal grant funding and quickly determined that was not going to happen. Next, I contacted media in the marina’s likely feeder markets and (fortunately) found that local radio stations were interested in creating barter-based special events and advertising partnerships. Several agreed to provide advertising and promotions in exchange for Monument Valley lodging and Lake Powell houseboat vacations.
Strategy
Our strategy for developing tourism to the Navajo Nation centered on the then in progress development of a Lake Powell houseboating marina
In addition to feeder market media partnerships, we also partnered with Goulding’s Lodge in Monument Valley, Utah Navajo Industries (the developer of the then under construction San Juan Marina), and the Economic Development office of the Navajo Nation
The San Juan Marina and Goulding’s Lodge provided our media partners with a vacation adventure package that included guest rooms at Goulding’s and houseboat rentals at the marina. Utah Navajo Industries and the Economic Development Office provided development and start-up funding. And, our media partners (in feeder markets) provided San Juan Marina with thousands of ads and on-air special events and promotions.
Results
Our strategy for marketing Navajo Nation tourism created well-paying jobs for Navajo families in the Monument Valley area and produced an operating profit during year 1. Our for-profit partnerships generated radio advertising and promotional activities valued at more than $400,000 during the first season. And, the program increased tourism to this remote corner of the Navajo Nation for several years before, unfortunately, the marina was forced to close due to siltation of the Lake Powell San Juan River arm.
Please Contact Me
Please Contact Me if your organization needs a little (or maybe a lot of ) help with AI Powered marketing campaigning.