Owned media is the foundation of your marketing strategy... and the best part is that it’s free! These are the channels you control directly, and when used consistently, they can drive meaningful awareness, engagement, and pass signups without requiring a paid budget.
This article outlines best practices for using organic social media, blogs, and email to promote your Bandwango Pass effectively.
Quick Start: Owned Media Essentials
If you want impact with minimal effort, start here:
Post at least one organic social post or reel showing how the pass works
Feature the pass in your next email or newsletter
Publish (or update) one blog post dedicated to the pass
Encourage one vendor or partner to share the pass on their channels
These simple actions can quickly increase awareness and traffic.
Organic Social Media
Organic social media is one of the most effective ways to build awareness and engagement for your pass.
What to Post
Focus on content that helps users understand the experience:
Highlight participating locations or deals
Show how to use the pass
Share real experiences and check-ins
Promote timely or seasonal opportunities
Video content performs especially well. Short-form videos such as reels, walkthroughs, or “day using the pass” content help make the value of the pass immediately clear.
Focus on Authenticity
Authentic content resonates more than overly polished promotions.
Best practices:
Feature participating vendors and their stories
Tag businesses and encourage them to reshare
Spotlight local favorites or themed experiences
Align content with holidays or local events when possible
Leverage User-Generated Content (UGC)
User-generated content helps build trust and expand reach.
Ways to encourage UGC:
Run simple contests or giveaways
Create and promote branded hashtags
Repost passholder content (with permission)
Collaborate with customers or local creators
Measure the Right KPIs
When evaluating organic social performance, focus on:
Shares
Saves
Comments
These metrics signal meaningful engagement and long-term visibility, providing more than likes alone.
Blogs
Blogs help centralize information about your pass and improve discoverability.
Best practices:
Create at least one blog post dedicated solely to the pass
Clearly explain what the pass is, how it works, and who it’s for
Link to the pass landing page from other relevant blog content
Share blog posts across social and email channels
Blog content supports SEO, provides trackable traffic, and gives you a resource to reference in other marketing efforts.
Email Marketing
Email is one of the most effective owned channels for driving conversions.
Best practices:
Feature the pass in your organization’s newsletter
Promote the pass to local audiences or visitor lists
Highlight limited-time offers, seasonal themes, or featured locations
Use opt-in data to create remarketing or follow-up campaigns
Keep messaging clear, concise, and focused on the value of the pass.
Google Things To Do (If Applicable)
Depending on your subscription level, Bandwango can help you set up Google Things To Do.
This allows your pass to appear when users search for activities in your destination, helping drive awareness without additional advertising spend.
If you’re unsure whether this applies to your account, reach out to your Bandwango contact for more information.
Next Steps
Once your owned media foundation is in place, you can expand reach through earned and paid channels.
👉 Next article: Earned Media Strategies for Bandwango Passes
If you’d like feedback on your social content, blog ideas, or email strategy, the Bandwango team is happy to help.