futurebrand | bto 2016 | branding and destination marketing

1. Branding and Destination Marketing- Why are we here? Chris Nurko, Global Chairman December 2016

2. FutureBrand 2 Branding and Destination Marketing | December 2016

3. >> Insert video Marketing Here FutureBrand 3 Branding and Destination Marketing | December 2016

4. Lack of a clear target audience? Lack of a clear positioning? Too many features, not enough benefits? What is the competitive advantage? Where is the emotional storytelling? Logo and tag line disconnected as sign off? Social media tactics as an afterthought? FutureBrand 4 Branding and Destination Marketing | December 2016

5. Brands Burn Impressions FutureBrand 6 Branding and Destination Marketing | December 2016

6. Steve Jobs THE CHANCE TO MAKE A MEMORY IS THE ESSENCE OF BRAND MARKETING FutureBrand 7 Branding and Destination Marketing | December 2016

7. 3Ds of destination marketing DISTINCTIVE DIFFERENTIATED DESIRABLE FutureBrand 8 Branding and Destination Marketing | December 2016

8. Associations with X Iconic Imagery Interesting and unusual Appealing Unique Activities See myself there, doing that From another (comparison) From what may be known or perceived Memorable (known for) 3Ds of destination marketing Distinctive Differentiated Desirable FutureBrand 9 Branding and Destination Marketing | December 2016

9. Branding our destination is a vital strategy to attract more visitors, to stay for longer and to spend more money 18

10. Stereotypes A widely held but fixed & oversimplified image or idea FutureBrand 10 Branding and Destination Marketing | December 2016

12. Archetypes JokerOutlaw CreativeHero A typical example of an image present in the sub-conscious that aids storytelling FutureBrand 14 Branding and Destination Marketing | December 2016

13. The role of destination branding FutureBrand 16 Branding and Destination Marketing | December 2016

14. MARKETING FUEL DATA is the new OIL FutureBrand 17 Branding and Destination Marketing | December 2016

15. FILMED CONTENT 360 / VR SOCIAL MEDIA WORD OF MOUTH / TESTIMONIALS ADVERTISING GUIDE BOOKS POPULAR CULTURE/ NEWS PROMOTIONS INCENTIVES EVENTS PARTNER BRANDS DESTINATION GUIDE SOCIAL MEDIA WORD OF MOUTH PARTNER BRANDS SOCIAL MEDIA INCENTIVES WORD OF MOUTH DESTINATION GUIDE SOCIAL MEDIA INCENTIVES WORD OF MOUTH INSPIRATION BOOKING/ PURCHASE PLANNING ENGAGEMENT REVIEW Customer journey / User Experience FutureBrand 19 Branding and Destination Marketing | December 2016

16. THINK FEEL APPS WEBSITES / SOCIAL MEDIA BLOGGERS / INFLUENCERS DESTINATION GUIDES ADVERTISING WORD OF MOUTH SOCIAL MEDIA NEWS MEDIA BRANDS WORD OF MOUTH DESTINATION GUIDES ITINERARY PLANNERS TRIP ADVISOR BLOGGERS / INFLUENCERS BOOKING ENGINES /WEBSITES BOOKING ENGINES / WEBSITES DESTINATION GUIDES TRIP ADVISOR ADVERTISING WORD OF MOUTH SOCIAL MEDIA POPULAR CULTURE GASTRONOMY BRANDS YOUTUBE VIMEO SOCIAL MEDIA / WORD OF MOUTH BRAND SITES / ATTRACTIONS EVENTS SOCIAL MEDIA WORD OF MOUTH BRAND WEBSITES SOCIAL MEDIA WORD OF MOUTH DESTINATION GUIDES ? $ Role of channelsRole of channels FutureBrand 21 Branding and Destination Marketing | December 2016

17. BRAND IDENTIFICATION COMMUNICATION PROMOTION CREATE 1) VISION AND MISSION 2) BRAND STRATEGY -POSITIONING - ASSOCIATIONS & MEMORY -FRAMEWORK - PRODUCT OFFER - CUSTOMER JOURNEY / UX - CONTENT EDITORIAL PLAN - SOCIAL MEDIA STRATEGY - SEGMENTATION ANALYSIS - PARTNERSHIP STRATEGY - IP PROTECTION STRATEGY 3) BUDGET AND ROI MODEL MANAGE AWARENESS / ASSOCIATIONS SOCIAL MEDIA MONITORING CONTENT CREATION UX METRICS / ENGAGEMENT STRATEGY OWNED / PAID STRATEGY CHANNEL EVALUATION SUSTAIN - EARNED MEDIA STRATEGY - CONTENT CREATION - NEW PRODUCT DEVELOPMENT - MULTIPLE STAKEHOLDER MESSAGING THINK FEEL FutureBrand 22 Branding and Destination Marketing | December 2016

18. MARKETING STRATEGY & ASSETS COMMUNICATIONS TACTICS & CHANNELS Data Creativity Content + Target Interest & Engagement FutureBrand 24 Branding and Destination Marketing | December 2016

19. USER GENERATED CONTENT AND RELEVANCE EXPERIENTIAL 365/24/7 ALWAYS ON STORYTELLING AND EMOTIONS AT CORE OF POSITIONING STATUS VALUE AS CURRENCY Data + Content + Creativity = Engagement & Recall FutureBrand 25 Branding and Destination Marketing | December 2016

20. Storytelling The best and strongest way to link associations with a story and narrative to create awareness and affinity FutureBrand 28 Branding and Destination Marketing | December 2016

21. BIG AND LITTLE DATA DRIVES CONTENT DECISION MAKING AND CHANNEL PRIORITIES AND 1:1 OFFERS USER GENERATED CONTENT AND FILMED EXPERIENCE IS THE MOST POWERFUL MARKETING THE MORE EMOTIVE, HUMAN AND LOCAL THE CONTENT THE STRONGER THE BRAND DESIRE AND DIFFERENTIATION Key insights FutureBrand 29 Branding and Destination Marketing | December 2016

22. HOW? HOW DO YOU SHIFT ASSOCIATIONS? HOW DO YOU CREATE DESIRE VIA CONTENT? HOW DO YOU CREATE NEW PRODUCT AND LINK TO SEARCH? HOW DO YOU USE ANALYTICS DO DRIVE SEGMENTATION? DO DO YOU COMMERCIALIZE CONTENT? HOW DO YOU TURN SOMEONE SEARCHING FOR A VACATION INTO A VISITOR? FutureBrand 30 Branding and Destination Marketing | December 2016

23. Ireland FutureBrand 31 Branding and Destination Marketing | December 2016

25. FROM STEREOTYPES LEPRECHAUNS RED HEADS SHAMROCKS & GREEN ALCOHOL/PUBS CATHOLICS TO ARCHETYPES SPIRITUAL FRIENDLY LOCALS NATURAL & RURAL INVITING & AUTHENTIC EXPLORERS & MYSTICS FutureBrand 33 Branding and Destination Marketing | December 2016

26. The Hypothesis CONNECT TO VISITOR PASSIONS AND BUILD EXPERIENCES WHO IS OUR TARGET? WHERE DO THEY LIVE AND SEARCH? WHAT ASPECTS OF THE PRODUCT ARE THEY INTERESTED IN? FutureBrand 34 Branding and Destination Marketing | December 2016

27. Coat of Charms FutureBrand 35 Branding and Destination Marketing | December 2016

28. Prioritise content - 7 Passion Points BY PASSION/INTEREST BY SEARCH HISTORY AND PREDICTIVE ANALYSIS BY GEO-LOCATION FutureBrand 36 Branding and Destination Marketing | December 2016

29. THE WHY OF IRELAND FutureBrand 37 Branding and Destination Marketing | December 2016

30. NATURAL & AUTHENTIC SPIRITUAL & FRIENDLY ADVENTURE & DISCOVERY The Archetypes of Ireland FutureBrand 38 Branding and Destination Marketing | December 2016

31. JOYFUL IMMERSION! FutureBrand 39 Branding and Destination Marketing | December 2016

32. Redraw the map FutureBrand 40 Branding and Destination Marketing | December 2016

33. 41 Ireland.com RESULTS: 177% UPLIFT IN MOBILE TRAFFIC 32% INCREASE IN VISITS +4M VISITS IN ONE YEAR 1.1M COMMERCIAL SALES FROM SITE +3M REGISTERED VISITORS IN ONE YEAR 2016 - IN TOP 25 GLOBAL DESTINATION WEBSITES FutureBrand 41 Branding and Destination Marketing | December 2016

34. Popular Culture Accelerated New Associations GAME OF THRONES STAR WARS FutureBrand 43 Branding and Destination Marketing | December 2016

35. G.O.T. dividend FOR AN $18M INVESTMENT (6 SEASONS) = $200M+ REVENUE FROM TOURISM PEOPLE CAME FOR THE GAME OF THRONES AND STAYED FOR NORTHERN IRELAND NI SCREEN, RICHARD WILLIAMS FutureBrand 44 Branding and Destination Marketing | December 2016

36. >> Insert video Insert Game of Thrones video G.O.T. video FutureBrand 45 Branding and Destination Marketing | December 2016

37. What we know works... CLEAR STRATEGIC POSITIONING AND A LONG TERM VISION A FRAMEWORK FOR ASSOCIATIONS AND SEGMENTATION PRIORITIES DATA DRIVEN ANALYTICS + CREATIVE IDEA LINKED TO EMOTIVE STORIES SOCIAL CURRENCY AND CAPITAL AT HEART OF CONTENT CONTINUOUS MEASUREMENT AND EVALUATION PARTNERSHIP STRATEGY FOR ASSET MANAGEMENT FutureBrand 47 Branding and Destination Marketing | December 2016

38. Grazie Christopher Nurko Global Chairman FutureBrand Follow me on Twitter: @cnurko FutureBrand 48 Branding and Destination Marketing | December 2016