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The 3 key components to utilising and communicating sustainability in attraction marketing

The effective communication surrounding your green credentials has the power to drive loyalty and retain visitors for additional visits. But how should you be promoting your attraction’s sustainability efforts to begin with?

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The subject of sustainability and aiding to protect the environment continues to alter the daily lives and routines of many prospective attraction visitors. Conversations surrounding new nature documentaries are soaring on social media platforms. The number of people choosing to adopt vegan lifestyles and factor in healthy living is increasing. Protests and demonstrations continue to hold governments to account for their actions to combat the climate crisis.

The concerns and interest for our environment have not only reshaped how many individuals live their lives, but also how guests perceive attractions and what to expect from them.

Over the past year, we’ve witnessed a shift in communications that has seen attractions globally emphasise how Covid-secure they are; allowing for the safety-conscious guests to have a positive perception of their prospective visits.

Whilst informing guests of current safety measures is critical for marketing teams in order to keep visitors vigilant whilst feeling comfortable, planning long-term communication strategies to enable guest retention is just as important.

The ability to communicate an attraction’s efforts towards sustainability is a vital tool for any attraction marketer; particularly when it comes to engaging with and retaining visitors of a climate-conscious nature.

Despite many businesses and brands using sustainability as an angle to highlight they are synchronised with modern times, there are three key components that they fall short on. Successfully meeting the criteria allows for your attraction to not only effectively communicate your sustainability efforts, but also be recognised as sincere and authentic with them. By meeting these key points, your attraction can sustain loyalty through visitors keen on doing their part to offset their environmental impact.

What are the three key components to promoting sustainability for an attraction?

  • Be genuine

  • Be informative

  • Be involving

 

Be genuine

Being genuine with visitors is demonstrating that your attraction is actually carrying out the steps that you are claiming to be doing in line with being sustainable. Your policies across the attraction should be consistent with these steps to ensure you’re operating in an environmentally friendly manner.

For example, if your attraction has pledged to scrap the use of plastic bags, then guests should see visible evidence of this. If any sales point is still utilising plastic bags after the pledge has been made, then guests will see this as a failure to meet the commitment you are making to sustainability. Ensuring the use and sale of reusable bags across your attraction over the use of plastic bags is the ideal way to ensure your policies meet your pledge.

By being able to demonstrate both these conditions, your attraction will be able to establish an environmentally friendly image that will allow your campaigns to flourish.


Be informative

There’s more to educating your prospective visitors than merely informing them of your sustainable procedures. Informing them of why it matters is even more important; it demonstrates that you’re doing it for a reason and not just to adapt and move with the times.

An example of this could be your attraction becoming paperless; removing the need for the traditional printed maps, as well as physical tickets, menus, leaflets, and more. From a commercial perspective, this means that your attraction saves on the costs of sourcing the materials, as well as printing. To your guests, however, this allows you to educate them on the impact generated by the reduction of waste, aiding to keep the attraction clean for their visit, as well as preserving the environment by not needing to utilise it for the materials required for production.


Other examples can include the use of electric vehicles across your attraction or even AI / robot-related PR components.

Blog posts on your attraction website and social media postings are ideal digital methods of communicating this information, whilst signage around your attraction helps during physical visits. Furthermore, the use of an attraction app allows you to deliver an extra avenue to visitors for communication. Virtual maps provide the potential for attractions to highlight areas where visitors can recycle, for example.

Be involving 

 

For any campaign relating to sustainability and protecting the environment, the most important element is ensuring your guests are involved and experiencing your procedures firsthand.

Pointing out your sustainability aspects is one component, but visitors should be encouraged to interact and utilise these where possible. Whether you’re incentivising recycling in order to obtain discounted entry to your attraction, or conveying interactive information about animal conservation through the use of an attraction app.

Final thoughts
 

There has never been a better time to be involved with the conversation and movement to combat climate change in the attractions industry. The legislation and steps taken towards the situation are only set to grow deeper in years to come, so it is inevitably beneficial to be ahead of the curve and ensure that not only is your attraction doing its part to support the environment now, but that you’re also communicating it to your visitors effectively. Promoting your attraction’s green credentials

There are a number of solutions that you can discuss with us relating to sustainability in your attraction, including the benefits of going paperless, which provides you with a number of opportunities to highlight your green credentials to guests.

 
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Image by Coca-Cola

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