MANAGING YOUR PLACE BRAND Story Across Multiple Media Research Summary Best Practices DMO Insights
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MANAGING YOUR PLACE BRAND
Story Across Multiple Media
Research SummaryBest PracticesDMO Insights
With You Today
Chris Adams
Head of Research and InsightsMiles Partnership
Virginia Haley
President, Visit Sarasota
Andrew O’Connor
Senior Manager, Content Marketing, Destination DC
Insights from
Travel Brands
Today’s
Session
Managing your Place Brand Across Multiple Platforms
1. Media Research
2. Examples of Innovation
3. 5 Challenges & Opportunities
4. Sarasota & Washington Insights
5. Q&A - Discussions
SLIDES, WHITE PAPER, RESEARCH: https://budurl.me/PlaceBrand
US Traveler
Media UsageR
Research on Media Use by US Travelers
o State of the American Traveler research Sept. 2008 – 2018
o Conducted by Destination Analysts quarterly
o Sample of 2,000 US leisure travelers
o Insights on media
use by US leisure
travelers
Growth Digital Resources in Travel Planning: 2008 - 2016
0%
10%
20%
30%
40%
50%
60%
70%
80%
July2008
Jan2009
July2009
Jan2010
July2010
Jan2011
July2011
Jan2012
July2012
Jan2013
July2013
Jan2014
July2014
Jan2015
July2015
Jan2016
July2016
Oct2016
Mobile phones UGC Social Media
Source: State of the American Traveler by Destination Analysts 2008 - 2016
Print Used in Travel Planning: 2008 - 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
July2008
Jan2009
July2009
Jan2010
July2010
Jan2011
July2011
Jan2012
July2012
Jan2013
July2013
Jan2014
July2014
Jan2015
July2015
Jan2016
July2016
Oct2016
Print resources
Print usage reached a record level of 54% of US travelers in October 2016 (highest level since start of research in 2006)
Source: State of the American Traveler by Destination Analysts 2008 - 2016
All Travel Resources Used in Planning: 2008 - 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
July2008
Jan2009
July2009
Jan2010
July2010
Jan2011
July2011
Jan2012
July2012
Jan2013
July2013
Jan2014
July2014
Jan2015
July2015
Jan2016
July2016
Oct2016
Mobile phones UGC Social Media Print resources
Source: State of the American Traveler by Destination Analysts 2008 - 2016
Right Content
Multi Media53%
57%
57%
23%
33%
62%36%
2014-2018: Hyper Informed Traveler
Source: State of the American Traveler, 2017 Winter, Spring & Summer Editions. Destination Analysts.
Travel Media
Trust & UseR
Traditional Word of Mouth Still Rules
FRIENDS
FAMILY
Base: All respondents. (2017 = 2,072 completed surveys. )
FRIENDS
FAMILY
BEST PRACTICES
Managing Your Place Brand
QUALITY & AUTHENTICITY
Conversion Study of 13 CVBs
MULTI MEDIA CONTENT
PRINT GUIDE
OFFICIAL WEBSITE
SOCIAL MEDIA CHANNELS
METRICS THAT MATTER
Define your Signals of Intent to Travel
GLOBAL EXAMPLES
Managing Your Place Brand
DMO INSIGHTS
Managing Your Place Brand
DESTINATION DC WASHINGTON.ORG 32
DESTINATION DC WASHINGTON.ORG 33
DESTINATION DC WASHINGTON.ORG 34
DANCE Julie KentArtistic director, The Washington Ballet
MURALS Aniekan UdofiaPainter and illustrator
MUSEUMSNora AtkinsonLloyd Herman Curator of Craft, Renwick Gallery
MUSIC Rhome Anderson, DJ StylusDJ and music producer
THEATER Psalmayene 24Award-winning playwright, director and actor
DESTINATION DC WASHINGTON.ORG 35
Web
DESTINATION DC WASHINGTON.ORG 36
Digital
DESTINATION DC WASHINGTON.ORG 37
DESTINATION DC WASHINGTON.ORG 38
Social
City Nation Place Americas 2018
• Visit Sarasota County is the not for profit agency that promotes tourism for all of Sarasota County, Florida.
• VSC contracts with Sarasota County Government with 30% of the funds from a Tourist Development Tax matched with private sector funds.
• VSC’s FY 2018 budget with public and private sector funding is approximately $7 million.
Who is Visit Sarasota County?
• Year-long process, research driven.
• The challenge is to differentiate Sarasota from other west coast beach destinations.
• Consumer market research focused on visitors but included local residents and visitors.
• Create a brand image that can be adopted by the entire County.
Visit Sarasota County Re-Branding
Key Emotional Descriptors for Sarasota¹
Sarasota Key WestHilton Head
IslandPalm Beach
Amelia Island
St. Pete/Clearwater
Miami Beach
Naples/Marco Island
Ft. Myers/Sanibel I
Tampa
Warm Warm Warm Warm Warm Warm Warm Warm Warm Warm
Relaxing Relaxing Relaxing Relaxing Relaxing Relaxing Relaxing
Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful
Great beaches
Great beaches
Great beaches
Great beaches
Great beaches
Great beaches
Great beaches
Friendly Friendly Friendly
Welcoming Welcoming
Gorgeous sunsets
Gorgeous sunsets
Gorgeous sunsets
Gorgeous sunsets
Gorgeous sunsets
Gorgeous sunsets
Enjoyment Enjoyment Enjoyment
Comfortable Comfortable Comfortable Comfortable
Family oriented
FamilyOriented
Family oriented
Family oriented
Feel at ease
Outdoor activities
Outdoor activities
Outdoor activities
Outdoor activities
Outdoor activities
Warmth Warmth
42
Top 13 emotional descriptors for Sarasota.
This table also shows when Sarasota’s emotional descriptors are in other destinations’ top 13 descriptors.
For example, “warm” is in all destinations top 13 emotional descriptors.
Print Ads
Digital Ads
Out-of-Home Ads
*High Impact Wallscapes *Transit Kiosks
*Elevator and Lobby Video*Underground Pathway System Video*Restaurant Mirror Clings
Final Logo
Managing Your Brand
Best Practices
1. Authentic & Focus on Quality: Brand tells the real stories of your destination
2. Targeting & Personalization: Tightly customize the message to the user
3. Multi Media: Reaching travelers through a range of media types is critical
4. Integrated Content & Campaigns: messaging, imagery & measurement must be coordinated
5. Quality vs. Quantity: Focused on the metrics that matter eg: Signals of Intent to Travel
SLIDES, WHITE PAPER, RESEARCH: https://budurl.me/PlaceBrand
milespartnership.com
Questions & Answers
Place Brand
Challenges & Opportunities
1. Multi Media Cut Through: ‘Hyper Informed’ consumers/travelers
2. Other Voices: The Power of Influencers
3. Crisis Communication: Managing your brand when things go wrong
4. Place Making Brands: working across
tourism, economic development, film, sports, education etc
5. Resource, Measurement & Management Challenges: how do you plan, staff, partner, measure & manage?
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