MANAGEMENT: Destination Branding
ARTICLES
Places: The New Brand Frontier
While branding has been applied to consumer products for decades, the concept of strategically branding countries, cities and regions really only appeared during the mid-90 's to assist them to compete more effectively in an increasingly marketing environment.
Mapping a Country’s Future
Imagine France without fashion, Germany without automotive excellence or Japan without consumer electronics. There’s no arguing that the image we have of another country says a lot about how we view it as a tourist destination, a place to invest or a source of consumer goods. How does a country brand differ from a product or service brand? Who controls it? And how do you ensure ‘internal’ alignment?
Best Practices in Destination Branding
Hidden Treasures of Cumbria
VisitScotland - 'Destination Brand'
Vegas Stories campaign
Northern Ireland Tourist Board
Visit London - London's tourist economy
Tourism New Zealand - 100% pure New Zealand
Brand Austria: Values That Work
Using a panoramic format, consistent graphic language and selection of motifs, the Austrian National Tourist Office (ANTO) very successfully communicated the themes mountains and lakes, skiing and snowboarding, hiking, wellness and gastronomy. The format was indeed so successful that in recent years it was frequently adopted by other advertisers in a wide variety of businesses, thus detracting from the originality and easy recognition of the ANTO campaign.