The Unthink Guide
Looking for a way to “unthink” your own destination? We put together a simple 5-question guide to help your team rethink what’s possible.
1. What are we trying too hard to sell?
Most destinations default to promoting their highlights: beaches, food, culture, attractions. But often, the more you try to sell something, the less interesting it becomes.
Try this:
- What do we always lead with?
- What do we say that every other destination also says?
- What would happen if we didn’t lead with that?
2. What would make someone participate, not just watch?
Travel marketing is often built for passive consumption. But the most effective ideas invite people to do something.
Try this:
- How could someone interact with our destination before they visit?
- What would make someone raise their hand, apply, call, vote, or explore?
- Could this idea live beyond a screen?
3. What constraint could we turn into the idea?
Budgets, geography, seasonality, perception challenges. These are often seen as limitations. They’re often the most interesting starting point.
Try this:
- What’s working against us right now?
- What do people misunderstand about our destination?
- What if we leaned into that instead of trying to fix it?
4. How do we make this feel more human?
Travel is emotional. But marketing often feels manufactured. The simplest way to stand out is to feel real.
Try this:
- Where can we remove polish and add personality?
- How can we bring real people into the experience?
- What would this look like if we stripped it down to its most human form?
5. If this idea had zero media budget, would it still work?
This is the simplest and most powerful filter. If an idea only works because it’s amplified, it’s probably not strong enough.
Try this:
- Would someone share this organically?
- Would this get picked up without paid support?
- Would we talk about this if we weren’t the ones who made it?
How to Use This
- Use these prompts in a 60–90 minute working session
- Assign small groups to each question
- Push for quantity first, then refine
- Look for ideas that feel slightly uncomfortable… those are usually the ones worth exploring
- Most importantly, have fun!
