Fresh Pass Promotion Ideas That Demand Attention

1. Create a custom playlist

Downtown London took a new approach by pairing their fall-themed pass with a curated Spotify playlist, offering users a soundtrack to enjoy while they explore. Following in their footsteps, offering a themed playlist is a great way to give pass holders an immersive experience as they use your mobile passport. For example, you could create a playlist to accompany a walking trail, a food tour or even a history pass. This can add an extra layer of engagement for your passholders and it can make users feel like they're part of a curated experience that goes beyond just visiting the locations using their mobile devices.

2. Host a monthly leaderboard challenge

While many digital passports are gamified, you could take it a step further by including a public element of competition. Create a monthly check-in challenge on social media to encourage users to check in as much as possible within a certain timeframe. At the end of the month, recognize the top three users as “Check-in Champions" on your website or socials. It would be a great place to include a quote from the winners where they talk about how excited they are, and mention their favorite spot on the passport. In addition to helping you generate social proof, this creates a sense of community and keeps your passport in viewers' minds.

3. Launch a behind the scenes video series

Take your passholders behind the scenes and show them what goes into making the businesses or locations featured on your passport so great. This video series could give an insider look at the preparation behind a favorite dish at a restaurant, the brewing process at a local brewery or the history of the famous landmark featured in your passport. By giving viewers a sneak peek, you can create a sense of connection with the pass and encourage them to visit these places in person to experience the locations for themselves.

4. Film a travel-guide series

Another engaging approach is to create a video series where a host visits each featured location and reviews their experience. Just like Maryland's Best, the host could even highlight standout menu items for the venue and share their thoughts and impressions, making the video series feel like a personal and guided journey through the passport. Driven by the excitement and fun portrayed in the videos by the host, passholders will be inspired to follow in the footsteps of the guide and experience those locations first hand.

Now that the groundwork is laid with standard marketing, use these out of the box ideas to help generate buzz and keep passholders coming back for more. Think beyond the basics and find ways to engage your pass holders with creative campaigns that help your passport stand out. Whether it's through a themed playlist, a competitive leaderboard challenge or a video series that brings locations to life, these ideas are a sure way to leave a lasting impression.