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Branding Destinations
• Perceptions and Perspectives related to the entire Convention & Visitors Bureaus industry from a stakeholders point of view.
• The development of an “Official Promise” for the entire CVB industry that will enhance its reputation, recognition and success.
Branding Destinations
• The purpose of the Brand Leadership Campaign is to identify, develop, maintain and enhance CVBs distinctive characteristics, which are intended to be translated into unique perception and advantages for individual destinations.
Branding Destinations
• In order to be distinctive, CVBs must be perceived as:• Separate - not being the same• Different - in nature or quality• Prominent - clear to the senses• Special - quality, style, attractiveness• Superiority - notable, expert• Conspicuous - eminent, excellence
Branding Destinations
• The promise should serve as the “guiding star” for everything a destination does.
• Its primary purpose is to communicate clearly what a brand stands for in the minds of the stakeholders (employees, visitors, influencers, agents, representatives, etc.) who are associated with the CVB.
Performance Measures
Performance Measures• Leads Generated• Referrals Generated• Gross Advertising
Impressions• # of Media/PR Calls• # of Web User Sessions• # Brochure Requests• # Coupons Redeemed
Industry Indications• Occupancy: RevPar• Attractions Receipts• De-Planements• Average Restaurant
Check
Health of Tourism
• CVBs Overall Reflect Economy • 85% -75% Rule• Over 75% of Funding from Hotel
Occupancy Taxes
Health of Tourism
• 2004 GDP Growth• US – 4.0%• Europe – 2.0% • Great Britain - 2.8%• China – 7.5%
• Dollar Will Remain Somewhat Weak• 44 Convention Center Expansions• 22 New Centers
Trends in US Market Segments Leisure Travel
• 2004 Leisure Travel to Grow 3.2%• 2004 Conventions – Attendance
Increase by 4%• Overall Number of Conventions Will
Remain Flat• Corporate Business Trips – Increase
4.2% in 2004
Convention Center Expansion
• Second & Third Tier Cities Will Compete with First Tier Cities Pieces of Business
• Increased Supply of Convention Center Space
Class of 2007
• Iraq has Always Been a Problem• “Ctrl Alt Del” is as Basic as “ABC”• Paul Newman Has Always Made Salad
Dressing• An Automatic is a Weapon, Not a
Transmission• Gas Has Always Been Unleaded• Computers Have Always Fit in A Backpack• Datsuns Have Never Been Made