tbf 2011 - panel "destination branding strategies"
DESCRIPTION
PANELISTS: Alfonso Sumano, Regional Director of las Americas Mexico Tourism Board Benjamin Liberoff, Technical Advisor for the Ministry of Tourism and Sport at Uruguay Carlos Roman Marketing and Corporate Affairs Director, North America & Caribbean for LAN Juan C. Arbeláez, Vice President of Tourism of Proexport Colombia David L Johnson, Managing Director of Bahamas Tourism BureauTRANSCRIPT
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DESTINATION BRANDING STRATEGIES: FIVE KEYS TO SUCCESS
There is a place. Like no place on Earth. A land full of wonder, mystery, and danger! Some say to survive it, you
need to be as mad as a hatter. Which luckily I am.
--The Mad Hatter, Alice in Wonderland
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HOW IMPORTANT IS DESTINATION PROMOTION?
� International tourismgenerates 9% of global GDP and employs 235 millionpeople worldwide
� Internal investment generatesnearly 6% of global GDP (16% for the US)
� Emerging destinations, notmature destinations, are fueling growth
� Latin American countries havebeen particularly active promoters
� Tourism has political clout
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5 KEYS TO DESTINATION POSITIONING SUCCESS
1 • Research
2 • Communications
3 • Apolitization
4 • Coordination
5 • Measurement
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RESEARCH
� What features make you relevant and different to your targets?
� Who is your best prospect today? Who could be tomorrow?
� What do your key audiences think of you? What do they think of your competitors?
� Why do tourists want to visit your destination and why don’t they?
POLLINGMESSAGE TESTINGMEDIA ANALYSESCOMPETITIVE ANALYSES
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COMMUNICATIONS� Lots of destinations have
visual identities; few have true promotional campaigns
� A logo is not a substitute for stakeholder engagement
� Destination promotion programs should be communications-led
� Strategies that target multipliers produce the greatest ROI
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COORDINATION
� Among government institutions
� Between the government and private sector
� Internally and externally
� The importance of a branding committee
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APOLITIZATION
� Politization runs counter to effective destination promotion
� Tourism promotion officials/executives should be civil servants
� Internal communications and external promotional efforts should be separated
� The private sector and operational teams play a key role in maintaining continuity
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MEASUREMENT
� No promotional campaign is complete without tracking and measuring effectiveness
� Customize measurement to the program’s nature and objectives
� Establish metrics before the campaign begins, through a collaborative effort between destination, agencies and service providers
� Analyze every activity: not just activities but impacts and outcomes
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THANK YOU!Theresa Rice
Managing Director, Destination Promotion
Burson-Marsteller Miami/Latin America
601 Brickell Key Drive, Suite 900, Miami, FL 33134