It all starts with destination branding – the process of creating a positive place image and then destination marketing packages that image in the right way to the right people at the right time. A positive place image generates value – for the destination’s hotels, restaurants and attractions. It also generates an emotional bond with the destination’s people as well as resonating with target audiences.
For proof that positive place image pays off, look to New Zealand. Its acclaimed 100% Pure New Zealand brand, marketed widely in the UK as a key source market, is now worth an estimated US$13.6 billion.
But with the advent of user generated content and co-creation of travel experiences, the game is changing for destination marketing, and with it the DMO’s role, inevitably morphing into that of an intermediary between the destination, the experience providers (hotels, restaurants and visitor attractions) and the visitors themselves.
Delivering value in a crowded market on a restricted budget is a constant challenge, with the added complexity of multiple stakeholders to keep happy.
But we have the know-how to deliver a differentiated destination marketing strategy that not only delivers cutting-edge, cross-platform creative, but also articulates a vision for the destination as a valued – and valuable – brand; a vision that visitors and stakeholders will buy into.