Billions of dollars are spent annually by destinations and private tourism businesses in an attempt to generate awareness, establish images, and attract visitors. Persuasion activities are the focal point for advertising and public relations to influence the consumer: prior to leaving home; while en route to the destination; and after arriving in the destination area. Topics to be discussed include: advertising awareness, brand awareness, message recall, main point communication, campaign diagnostics, destination imagery, motivation, behavior, demographics, constructing the advertising message, and designing print campaigns. In this course, students learn to develop, plan, and budget for destination advertising and public relations programs.