Placemaking starts online: turning scrolls into footfall

When was the last time you visited somewhere without checking it out online first?

These days, people don't experience destinations in a straight line. They discover places on their FYP, Google reviews to see what others think, watch a reel to get a feel for the atmosphere, browse the website, sign up for emails in the hope of a discount and maybe even check an AI summary before deciding whether it's worth the trip.

That's why modern placemaking extends far beyond the physical destination. Your social channels, website, CRM and content all contribute to the overall experience. In many cases, they're the first interaction someone has with your brand and increasingly, they influence whether someone chooses to visit your space at all.

Matching digital and real world experiences

The strongest destination brands recognise the importance of creating a sense of place both online and offline. A great physical environment may attract visitors, but a strong digital presence helps hook them long before they arrive.

At The Content Emporium, we've seen this first-hand through our work with Landsec's portfolio of shopping and leisure destinations. While each centre sits under the same ownership, every location has its own personality, audience and community. Our job is to make sure that individuality shines through online as clearly as it does in the real world.

For example, St David's Cardiff has a distinct sense of Welsh pride and local identity with a little bit of cheeky fun in there too, Clark’s Village is a warm, family-friendly community and Liverpool ONE thrives on culture, inclusivity and the confident energy of the vibrant city.

Bringing digital content to life

The content, tone of voice and community management for each destination reflects those differences. Effective placemaking requires more than broadcasting the same message everywhere. Instead, it relies on understanding what makes each place special and bringing those qualities to life digitally.

That means creating content people genuinely want to engage with, featuring employees so there are familiar faces online and in real life, developing communities rather than simply growing audiences and making social channels feel like a natural extension of the destination itself.

It’s pretty simple, really: when someone discovers your brand online, they should immediately get a sense of what it feels like to be there.

Discovery happens across TikTok, Instagram, Google, websites, email and AI search, so digital channels need to play a central role in shaping perceptions and influencing decisions. They form a key part of the destination experience from the very first interaction.

And if that first digital impression isn't doing your destination justice, there's a good chance someone else will win the visit before you've even had the chance to welcome them through the door.