case 4 sample
Post on 13-Jun-2015
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Destination Branding
LouisianaMoritz TrollmannKarolina KaletaKatrin ZantisMarianne Wollring
I. IntroductionII. Marketing aspects: Image, Brand,
Positioning, visionIII. Strategic management stagesIV. Destination celebrity matrixV. Destination brand fashion curveVI. Destination brand benefit pyramid
Content:
Louisiana
Capital: Baton Rouge
Biggest city: New Orleans
Population: 4,400,000
languages: English, French
Basic facts
Images of Louisiana
Brand has been damaged by negative media coverage
New Orleans has been displayed as flooded, broken, unsafe, unhealthy and deserted
=> replace negative images with images people know and like
=> people need to be able to identify themselves with the brand Louisiana
Brand
Rebuild Louisiana to worldwide preeminence as a top tourist destination in the minds of regional, national and international leisure travelers. place to have a meeting, have fun, learn about our culture and discover our unique heritage
Vision
My Louisiana Campaign
My Louisiana Campaign
Targets: Adults– age 25-54 Household Income of $40,000+ Frequent domestic travelers 4+ times/year Mature Market, Multicultural Market, Key
International Markets
=> Rich diversification from business, nature, leisure, casino, party, culture -tourism
Positioning
1. SWOT Analysis 2. Characteristics 3. Key Concept 4. Slogan
4-Stage Management Approach
Strength: culture, history, Mississippi, Music, food
Weaknesses: small state, climatic, below sea level
SWOT Analysis
Opportunities: cultural& culinary tourism (graph)
Threats: 11.9.01, Katrina&Rita, financial crisis
SWOT
Festivals History Mississippi New Orleans Music Plantations
2. Characteristics
„Destination of cultures“
„Destination of differences“
„Culinary destination“
„Destination for the senses“
3. Key concepts
1997: „Louisiana. Come as you are. Leave Different.“
2006: „Come fall in love with Louisiana all over again“
2008: „My Louisiana“ (show ad)
4. Slogan
High emotional pull Moderate celebrity value
Destination Celebrity Matrix
Destination Brand Fashion curve
Destination Brand Fashion Curve
Brand Benefit Pyramid
Level 1
Historical Sites Festivals/Events Culinary
Level 2
History: knowledge, learning, social Being part of Louisiana’s life Feel entertained
Feel queasy during the Hurricane Katarina trip
May feel anxious because of Voodoo magic Feel overwhelmed
Level 3
Durable > touchable history Wide range of activities and attractions
Level 5
Distinctive and diversified brand competitive Flexibility of positioning
Level 4
Strong emotional brand Focus and promotion of strengths while
fighting threats
Economic crysis and limited future funding are challenges
Conclusion
Questions ?
Thank you for your attention
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