According to a recent DMAI survey, effective branding is ranked among the top success factors for marketing a destination. In Branding Roundtable #15 we go beyond the survey numbers, talking in depth to three leading practitioners of the combined science and art of branding a place:
- Deana Ivey, Chief Marketing Officer at Nashville Convention & Visitors Corp
- Juan Carlos Belloso, Managing Director of the Place Branding Association and international consultant to destinations in Europe, Latin America and the Middle East.
- Andrew Fraser, Director of Marketing for Tourism New Zealand
Download the full eBook to read the entirety of Branding Roundtable #15, as these experts speak to the following issues, offering practical insights from their own experience:
- How do you define destination branding – and is that the most relevant term to you, or is there another that is more apt today (place or tourism branding, etcetera)?
- What do you see as the biggest challenge in destination branding today?
- What is the biggest opportunity for growth in your view or practice of destination branding and marketing?
- Is the idea of deciding on a brand positioning still relevant for destination brands, or has the rise of the empowered consumer, and the impact of technology taken away much of the power to self-define?
- Product brands create internal initiatives and incentives to inspire employees to deliver brand experiences – what can destination brands do when their experience needs to be delivered by a diverse community not under their direct control?
- A recent industry report (the DMAI DestinationNext) points to the need to shift from “push to pull” in brand messaging. Do you feel destination brands are adequately pursuing the social and content marketing this suggests (and do you have any examples to share)?
- For iconic destinations, “content” may come from all quarters. What are the up and down sides of having your destination brand at least partly defined by TV shows, movies and other forms of pop culture content?
- Big Data is on everyone’s mind, in every industry – what do you see as it biggest promise, and problems, currently for destinations?
- Innovation is not only a competitive driver for brands, but even an expectation from its audiences. What do you see as some of the most interesting recent innovations in destination branding and marketing?
- Based on your current experience, what do you anticipate being the most impactful emerging trend related to your destination or those you work with?