Sales & Marketing

Destination Branding

Branding

Brands are a powerful marketing tool used to:

– increase sales

– Increase profitability

– Increase customer satisfaction

Destination Branding

• A brand is:

– The name

– Sign

– Symbol

– Design

– Or any combination used to identify the product

– It has also been described as a reputation

Destination Branding

• Is not just about slogans, clever names, advertising and public relations

• Seeks to convey messages to the user

• which must be rations (facts)

• and emotional (invoke feeling)

http://www.brandauckland.com/brand-journey-whats-it-about.html

Brand Name

• The part of the brand consisting of the words or letters that can be used to identify the destination

http://www.brandauckland.com/the-brand.html

Brand Mark

• The symbol or logo design used to identify the product or service

http://www.newzealand.com/travel/qualmark/qualmark_home.cfm

Trademark

• A brand that has legal protection and is restricted for exclusive use by the owner of the trademark

• http://www.tourism.australia.com/Marketing.asp?sub=0413&al=2119

Branding Essentials

• Know your marketplace and competitors

• Dimensions of the market

• Strength of the competitor brands

Branding Process

• Define the brand eg. the destination

• Totally new? Or a sub-brand of an existing one

• Is it a tourism or business investment brand?

• Both should support the other

http://www.tourismnewzealand.com/tourism_info/about-us/100-pure-campaign/100-pure-campaign_home.cfm#

Branding Process

• Define the proposition

• Attracting the visitors who have the greatest chance of being satisfied

• They will go home and tell their friend

– Assess the competition

– Distinguish your brand for the rest

– Meet the needs of the largest audience?

How to do this

• Research

– Focus groups

– One to one interviews with business investors

– Future scenario workshops

Benefits of branding

• Creation of customer loyalty

– Recruitment of new customers

– Retention of existing customers

• Used for promotion

– Local operators may include brand in their promotion

Branding - Needs

• Wants and Needs - motivate travellers

– Good food and wine

– Sunshine

– Natural geographic beauty

– Night entertainment

– Culture

– Sport and adventure

Branding - Key

• Good destination brands create a vision that everyone in the destination can relate to

• This encourages service providers to create training programmes built around the vision

Branding - Needs

• Self improvement

– Acquiring new skills

– Improving existing ones

• Eg. skiing, sailing, cookery course

Branding - Needs

• Spiritual

– Desire to explore oneself

– Solitude

– Tranquillity

– rest

Destination Brand - Basis

• Combination of

– Fascination

• the excitement from the unique features of the destination and its culture

– Trust

• Confidence in product and its delivery

Wellington

• Wellington is a city full of treasures. A place to spoil yourself - whatever that may mean to you. The 'best little capital in the world' is a place to indulge in your love of art, culture, fashion or food. And it can all be done by foot - Wellington is a place to discover rather than navigate.

• http://www.wellingtonnz.com/spoilyourself