tourism branding the power of your voice specially prepared for: u.s. department of commerce export...
TRANSCRIPT
TOURISM BRANDINGTHE POWER OF YOUR VOICE
Specially Prepared for:
U.S. Department of Commerce Export Council for the Pacific
January 2010
© Copyright CNN TASK 2010
THE IMPORTANCE OF THE BRAND
• For any destination, central to tourism sector growth and development is the establishment of a:
• creative,
• compelling,
• Consistently applied, and
• competitive,
BRAND which accurately reflects the experience promise, and delivery capability, of the destination.
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PRINCIPLES OF BRANDING
• A Destination BRAND is a clear, concise, carefully crafted expression of the:
• Name
• Characteristics
• Quality
• Unique promise
of a travel destination.
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WHO DESTINATION BRANDS SPEAK TO
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The destination BRAND speaks to 2 key AUDIENCES:
1. TRAVELLERS to the destination
2. RESIDENTS of the destination.
&
SPEAKING TO THE TRAVELLER
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For Tourists the Destination BRAND acts as a source of identification of not only the destination name, it is a reflection of the destination’s character and PROMISE of the traveler experience:
• the beauty and intrigue of places to be seen,
• the cultural pageantry of people to be met,
• the range of local activity to become a part of,
• the spirit of the destination to be felt.
… an encapsulation of the unique experiences which the tourism can come ‘touch’ for themselves.
SPEAKING TO THE RESIDENTS
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For the People of the Destination the destination BRAND represents a symbol of the destination’s DNA - a unifying force, aligning all of the people of the destination behind all that it has to celebrate in its:
• Culture
• Spirit
• Personality
• Future aspirations
…inspiring the people of the destination to become hosts of visitors to their destination, be they formally a part of the tourism industry or simply because they call the destination ‘home’.
BRANDS SPEAKING CLEARLY
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Ultimately the BRAND acts as the
VOICE of the nation
- a vital source of IDENTITY and MESSAGING
for the destination.
V - VISION© Copyright CNN TASK 2010
V O I C E – VISION
Expressing the destination’s:
• IDENTITY - as a place and people of possibility
• INFORMATION - key to visitor attraction and decision making
• INSIGHTS - around the destination’s spirit and offering
• INVITATION - welcoming travellers to come, see, feel and enjoy the destination
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O - ORIGINALITY
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V O I C E – ORIGINALITY
Showcasing the destination’s uniqueness in:
• OFFERINGS: Places, Attractions, Experiences
• SPIRIT: Culture, Pride
• IDENTIFIERS: Images, Sounds, Look & Feel
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I - ICONIC© Copyright CNN TASK 2010
V O I C E – ICONIC
Features of the destination - ie. natural environments, structures, people, wildlife, , events, sport, elements of arts and culture - which are:
• SYMBOLIC
• MEMORABLE
• OWNABLE
• MEANINGFUL
• INSPIRATIONAL
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C - COMPETITIVE© Copyright CNN TASK 2010
V O I C E – COMPETITIVE
Ability to stand out and capture traveller interest through:
• MESSAGES
• MEDIA
• MOMENTUM
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E - EXPERIENTIAL© Copyright CNN TASK 2010
V O I C E – EXPERIENTIAL
Opportunities for travellers to engage with, and truly feel, the destination’s:
• PEOPLE
• CULTURE
• WAY OF LIFE
• DEVELOPMENT
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VERY IMPORTANTLY
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The power of a destination BRAND is clearly within its
VOICE.
THE BOTTOM LINE
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Destination BRANDS communicating with a clear,
confident, consistent VOICE
open themselves up to a world of possibility in growth,
development, appreciation, competitive edge and
importantly, pride.
THANK YOU
FOR MORE INFORMATION PLEASE CONTACT THE CNN TASK GROUP AT [email protected]
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