pecha kucha branding 2.0 presentatie

21
destination branding 2.0 | [email protected] | ©2009

Upload: crossmint

Post on 28-Nov-2014

892 views

Category:

Travel


2 download

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

Page 1: Pecha Kucha Branding 2.0 Presentatie

destination branding 2.0 | [email protected] | ©2009

Page 2: Pecha Kucha Branding 2.0 Presentatie

destinations: places to which one is going or is directed

Page 3: Pecha Kucha Branding 2.0 Presentatie

we don’t trust advertising and marketing brochures anymore

Page 4: Pecha Kucha Branding 2.0 Presentatie

a brand = what others think when they hear your name

Page 5: Pecha Kucha Branding 2.0 Presentatie

delivering an unforgettable experience different from all other experiences

Page 6: Pecha Kucha Branding 2.0 Presentatie

consistently the best destination brand world-wide

Page 7: Pecha Kucha Branding 2.0 Presentatie

the advent of social media forces rethinking of brand strategies

Page 8: Pecha Kucha Branding 2.0 Presentatie

branding 2.0 = two-way communication

Page 9: Pecha Kucha Branding 2.0 Presentatie

your brand lives on the web now

Page 10: Pecha Kucha Branding 2.0 Presentatie

the number one example of web 2.0 in travel

Page 11: Pecha Kucha Branding 2.0 Presentatie

engaging in a conversation on the Web

Page 12: Pecha Kucha Branding 2.0 Presentatie

web 2.0 is much more than technology, widgets or blogs

Page 13: Pecha Kucha Branding 2.0 Presentatie

communities dominate brands

Page 14: Pecha Kucha Branding 2.0 Presentatie

successful brand building with web 2.0

Page 15: Pecha Kucha Branding 2.0 Presentatie

if a slogan doesn’t alienate somebody, it isn’t going to engage anybody 

Page 16: Pecha Kucha Branding 2.0 Presentatie

what happens when you stick to a great tagline

Page 17: Pecha Kucha Branding 2.0 Presentatie

inviting bloggers about your brand to your destination

Page 18: Pecha Kucha Branding 2.0 Presentatie

holland.com 2.0: but only for the USA

Page 19: Pecha Kucha Branding 2.0 Presentatie

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!”

Page 20: Pecha Kucha Branding 2.0 Presentatie

ineffective branding is even more ineffective in web 2.0 and social media

Page 21: Pecha Kucha Branding 2.0 Presentatie

effective branding is delivering to the promise in your brand message again and again