pecha kucha branding 2.0 presentatie
DESCRIPTION
Web 2.0 and social media has a dramatic impact on destination branding. Presentation held at Pecha-Kucha Night in Maastricht in January 2009 by Nicolaas Pereboom ([email protected]).TRANSCRIPT
destination branding 2.0 | [email protected] | ©2009
destinations: places to which one is going or is directed
we don’t trust advertising and marketing brochures anymore
a brand = what others think when they hear your name
delivering an unforgettable experience different from all other experiences
consistently the best destination brand world-wide
the advent of social media forces rethinking of brand strategies
branding 2.0 = two-way communication
your brand lives on the web now
the number one example of web 2.0 in travel
engaging in a conversation on the Web
web 2.0 is much more than technology, widgets or blogs
communities dominate brands
successful brand building with web 2.0
if a slogan doesn’t alienate somebody, it isn’t going to engage anybody
what happens when you stick to a great tagline
inviting bloggers about your brand to your destination
holland.com 2.0: but only for the USA
commonly overused words in destination promotion
“Now you can get a taste of […] before you even arrive!
If you’re looking for a [1] young, lively city with a [2] vibrant nightlife, a [3] glimpse of an ancient
civilisation, a [4] cultural feast, a [5] musical odyssey, [6] stunning scenery, and a [7]
spectacular coastline - you’ve come to the right place!
[…] has all of this… [8] and more!
Take a look for yourself!”
ineffective branding is even more ineffective in web 2.0 and social media
effective branding is delivering to the promise in your brand message again and again