07 Destination Marketing Wake昀椀eld has made great strides in its marketing – the priority over the life of this plan is therefore on ‘more targeting’ rather than ‘more marketing’. This will build awareness and interest among the best prospect markets while major investment takes place in the public realm, infrastructure and fabric of the place. Destination marketing is led by Experience Equally important is not overpromising. Wake昀椀eld but, given it can only ever have Wake昀椀eld may have rough edges and visitors a small share of voice, the key to success is for the destination message to be adopted and ampli昀椀ed by all tourism businesses and providers. Experience Wake昀椀eld can facilitate this through providing advice and practical resources encouraging consistency in communications. Image: Pontefract Racecourse.