BUILDING BRANDS FOR DESTINATIONS
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
BUILDING BRANDS FOR DESTINATIONS
2
Marshall MansonCEO, UK
Ogilvy Public Relations
@marshallmanson
TRAVEL HAS CHANGED(BUT YOU KNOW THAT)
3
SEEING NEW THINGS
4
CHECKING OUT THE SITES
5
MAKING NEW FRIENDS
6
DESTINATIONS NEED TO TELL BRAND STORIES
More than ever before, countries have the opportunity to define how
they want to be perceived.
Countries must capitalize on areas of competitive advantage that
will lead to a powerful image and influence.
No longer can one industry drive a country’s brand – most visibly
tourism – to achieve clear differentiation.
Soon a country’s success will not be defined by its hemisphere,
but by the strength of its voice heard around the globe.
7
8
Content needs to resonate locally
with all your audiences, not just customers
SIX DIMENSIONS OF NATION BRANDING
Elevate a destination’s investment
potential and untold success to
attract foreign financial interest
Promote services and products to businesses and consumers to drive global
industry growth
Address perception about
government competency and its commitment to
global issues [e.g. security]
Share stories that demonstrate a
nation’s heritage and appreciation
for culture [film, art, literature,
music, etc.]
Identify, counsel and act in times of
crisis to swiftly address issues
and mitigate negative voices
Tell stories to drive leisure and
business travellers to experience the destination
first hand
CRISIS & ISSUESMANAGEMENT
TOURISMFOREIGN DIRECT
INVESTMENTTRADE GOVERNANCE CULTURE
9
Content needs to resonate locally
with all your audiences, not just customers
SIX DIMENSIONS OF NATION BRANDING
Elevate a destination’s investment
potential and untold success to
attract foreign financial interest
Promote services and products to businesses and consumers to drive global
industry growth
Address perception about
government competency and its commitment to
global issues [e.g. security]
Share stories that demonstrate a
nation’s heritage and appreciation
for culture [film, art, literature,
music, etc.]
Identify, counsel and act in times of
crisis to swiftly address issues
and mitigate negative voices
Tell stories to drive leisure and
business travellers to experience the destination
first hand
CRISIS & ISSUESMANAGEMENT
TOURISMFOREIGN DIRECT
INVESTMENTTRADE GOVERNANCE CULTURE
10
11
Content needs to resonate locally
with all your audiences, not just customers
SIX DIMENSIONS OF NATION BRANDING
Elevate a destination’s investment
potential and untold success to
attract foreign financial interest
Promote services and products to businesses and consumers to drive global
industry growth
Address perception about
government competency and its commitment to
global issues [e.g. security]
Share stories that demonstrate a
nation’s heritage and appreciation
for culture [film, art, literature,
music, etc.]
Identify, counsel and act in times of
crisis to swiftly address issues
and mitigate negative voices
Tell stories to drive leisure and
business travellers to experience the destination
first hand
CRISIS & ISSUESMANAGEMENT
TOURISMFOREIGN DIRECT
INVESTMENTTRADE GOVERNANCE CULTURE
12
Related Documents
