One Location at a Time: Why Tailored Marketing Strategies Outperform One-Size-Fits-All Approaches

Tailored and localized messaging gets better results, here’s how to make it work for your attraction.

Why local relevance drives results

For many multi-location experience providers, especially those running multiple farms, historic sites, play centres or seasonal events, it can feel efficient to run centralised marketing campaigns. One brand, one message, one big push.

But the reality is: audiences don't respond to generic messages. They respond to relevant content that feels personal to them

Each of your sites likely serves a slightly different demographic. Urban vs rural, families vs school groups, locals vs tourists. When your messaging assumes every visitor thinks the same, you risk missing the mark entirely. This blog breaks down why site-specific localized marketing outperforms national messaging, how to align campaigns with local booking behaviors, and the key steps to implement tailored marketing without doubling your workload.

Different locations = different visitor habits

Visitor patterns vary hugely between locations. In our data, we often see rural sites skewing towards early bookers and family planners, while urban sites attract more spontaneous, last-minute visitors. That matters.

If your default campaign targets “book now for summer” messages in April, it may land well for your countryside venue but completely miss the peak decision-making moment for your city site audience.

Top tip: Review booking trends by location. Are early bird discounts effective everywhere, or only in specific regions?

When you tailor marketing by location, you're speaking directly to the actual behaviours of the people who visit that place, not just your brand as a whole.

Tailored messaging builds trust

It’s not just about timing. It's also about tone, imagery, and relevance.

A visitor seeing ads or emails that reference local landmarks, weather cues (“rainy-day ideas”), or school holiday dates that match their region feels seen. That builds familiarity, and trust.

Local messaging can also help convert hesitant bookers who are still comparing options. A localised message (“just 20 mins from College Station, TX”) feels more actionable than a generic brand line.

This doesn’t mean reinventing the wheel for every site. Start small:

• Tweak subject lines or social headlines to reflect regional relevance

• Use geo-targeted ads to promote location-specific events

• Highlight local testimonials or reviews

Don’t just duplicate, streamline your local marketing

One of the biggest concerns operators raise is time. If you’ve got five sites, surely five strategies means five times the effort?

Not necessarily. With smart planning, you can create flexible campaign templates that scale across sites with local variables.

For example:

• One core summer campaign, but with flexible copy blocks for local photos, key dates, or bonus events

• Shared email template designs, but customised calls-to-action for each venue

• A standard social media calendar, with site-specific posts slotted in weekly

If you’re using a digital booking platform like Beyonk, use location-level data to inform your marketing, pull booking lead times, peak hours, or top-selling ticket types per venue.

Top tip: Build a ‘modular marketing kit’ for each site, including photo banks, common FAQs, and audience personas. This simplifies customisation at scale.

What this means for your attraction

Generic campaigns may feel easier in the short term, but they limit long-term performance. By aligning your marketing to what’s actually happening at each site, from booking behaviour to weather patterns, you’ll:

• Increase relevance and conversion rates

• Build stronger relationships with your local audiences

• Reduce wasted budget on ads or emails that don’t resonate

It’s not about increasing the workload, it’s about improving the approach.

Ready to make your marketing work harder?

Want to see how AMG’s insights can help tailor your marketing per location? Get in touch with our team to explore the tools that bring your data to life.

Interested in partnering with AMG? Explore how we can help your business achieve record-breaking growth.