From Storytelling Roots to Destination Marketing
For Nicole Davis, Communications Manager at Visit the Northshore, storytelling has always been in the cards. “My dad carried around a bulky vintage JVC camera everywhere we went,” she recalls. “That’s where my love for storytelling and travel began.”That early spark carried into her career, first as a video producer and videographer, and eventually into the world of travel marketing. “I was a fish out of water at first,” she remembers, reflecting on her early career as a part-time video producer for a local cable company. She later stepped into social media marketing at a small destination marketing organization (DMO) in Louisiana, where she spent three years learning about the power of community stories.
Getting Results on a Small Budget
“I really had to get creative and learn from the locals about their culture and community.” She focused on highlighting Cajun food and experiences. “It was a place rich in Cajun and Indigenous heritage, known for its food, sense of community, and some of the best fishing in the state.”
By the time Nicole moved on, the DMO’s social presence had grown dramatically. Instagram followers jumped by 167%, TikTok launched from scratch to more than 10,000 followers, and both Facebook and YouTube doubled. Proving that small destinations can make a big impact. “Our budget was small, but thanks to CrowdRiff galleries, I was able to embed our great social content directly on our highest-traffic pages and expand our reach. We were even recognized by the Louisiana Office of Tourism for it!”
Getting More Done with Good DAM Tools
Now at Visit the Northshore, Nicole is putting those lessons to work. The team recently switched from another DAM platform to CrowdRiff, Nicole noticed the difference immediately.
“In tourism, we all wear many hats. Having CrowdRiff’s DAM has been a game-changer. I can find what I need in seconds instead of digging through endless files, and sharing content with partners and travel writers is seamless,” she explains. “The sleek interface and folder system keep everything organized and efficient.”
The team sources rights-approved user-generated content (UGC) from social media and CrowdRiff Creators. All of this came together in a gallery-driven microsite for Tammany Taste of Summer, an annual culinary campaign that encourages locals and visitors to dine out during the slower season. “It’s a gorgeous way to showcase our restaurant scene,” Nicole says. “According to our SEO reports, that page sees steady traffic.”
The flexibility to quickly build a diverse, rights-approved content library has made it easier to keep campaigns fresh across channels, whether it’s a microsite, blog, social post, or a partner toolkit. “I can just search and have what I need for a blog post or social campaign within minutes.”
The team’s creative, efficient approach has paid off, earning Visit the Northshore recognition as Tourism Office of the Year from the Southeast Tourism Society!
Nicole’s Tips for Destination Marketers
Here are a few notes Nicole considers when creating destination marketing content.
- Know your audience: Figure out who you’re talking to and what they care about. Then create content that answers what they need.
- Find inspiration in local culture. Local events, food, and community stories are powerful ways to showcase what makes your destination unique.
- Be authentic: People can tell when it’s real. Share real content from real people who live in or visit your destination. Their joy and perspectives will resonate.
- Don’t be afraid to jump on trends: The Trend Tracker newsletter is a great way to stay on top of monthly trends. It not only offers great content ideas but can also boost engagement. (As Nicole says: “Sennah is usually spot on!”)
Thank you Nicole for taking time to share your story with us!
Interested in learning about CrowdRiff? Talk to us.
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