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CREATING A TOURISM BRAND FOR DESTINATION GROWTH

CREATING A TOURISM BRAND FOR DESTINATION GROWTH. CREATED FOR: HONOURABLE MINISTER OF CULTURE, SPORT AND TOURISM OF MONGOLIA FEBRUARY 2014. CONTENTS. PART 1: What is Destination Branding? PART 2: Brand Development PART 3: Identifying a Proposition for Destination MONGOLIA

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CREATING A TOURISM BRAND FOR DESTINATION GROWTH

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  1. CREATING A TOURISM BRAND FOR DESTINATION GROWTH CREATED FOR: HONOURABLE MINISTER OF CULTURE, SPORT AND TOURISM OF MONGOLIA FEBRUARY 2014

  2. CONTENTS • PART 1: What is Destination Branding? • PART 2: Brand Development • PART 3: Identifying a Proposition for Destination MONGOLIA • PART 4: Recommended Way Forward

  3. TRAVEL & TOURISM - OVERVIEW Each and every day, more people are travelling that ever before. In 2012, the milestone of 1 BILLION International Arrivals was reached. In 2013, the number grew to 1.082 million.

  4. TRAVEL & TOURISM – OVERVIEW (CNTD) • Travel & Tourism has become the 3RD BIGGEST economic sector, responsible for: • 1 in 11 jobs worldwide • US$ 6.6 Trillion in GDP • 9% of global investment

  5. TRAVEL & TOURISM – OVERVIEW (CNTD) • Travel & Tourism is also vital for the development of nations in terms of: • Identity • Differentiation • Competitiveness

  6. THE IMPORTANCE OF THE BRAND • For any destination, central to tourism sector growth and development is the establishment of a: • creative, • compelling, • consistently applied, and • competitive, • BRAND.

  7. PRINCIPLES OF DESTINATION BRANDING • A Destination BRAND is a clear, concise, carefully crafted expression of the: • Name • Characteristics • Quality • Unique promise • of a travel destination.

  8. WHO DESTINATION BRANDS SPEAK TO The destination BRAND speaks to 2 key AUDIENCES: TRAVELLERSto the destination RESIDENTSof the destination. &

  9. SPEAKING TO THE TRAVELLER • For Tourists the Destination BRAND acts as a source of identification of not only the destination name, it is a reflection of the destination’s character and PROMISE of the traveler experience: • the beauty and intrigue of places to be seen, • the cultural pageantry of people to be met, • the range of local activity to become a part of, • the spirit of the destination to be felt. • … an encapsulation of the unique experiences which the tourism can come ‘touch’ for themselves.

  10. SPEAKING TO THE RESIDENTS • For the People of the Destination the BRAND represents a symbol of the destination’s DNA - a unifying force, aligning all of the people of the destination behind all that it has to celebrate in its: • Culture • Spirit • Personality • Future aspirations • …inspiring the people of the destination to become hosts of visitors to their destination, be they formally a part of the tourism industry or simply because they call the destination ‘home’.

  11. BRANDS SPEAKING CLEARLY Ultimately the BRAND acts as the VOICE of the nation - a vital source of IDENTITY and MESSAGING for the destination.

  12. V - VISION

  13. VO I C E – VISION • Expressing the destination’s: • IDENTITY - as a place and people of possibility • INFORMATION - key to visitor attraction and decision making • INSIGHTS - around the destination’s spirit and offering • INVITATION - welcoming travellers to come, see, feel and enjoy the destination

  14. O - ORIGINALITY

  15. V OI C E – ORIGINALITY • Showcasing the destination’s uniqueness in: • OFFERINGS: Places, Attractions, Experiences • SPIRIT: Culture, Pride • IDENTIFIERS: Images, Sounds, Look & Feel

  16. I - ICONIC

  17. V OIC E – ICONIC • Featuresof the destination - ie. natural environments, structures, people, wildlife, , events, sport, elements of arts and culture - which are: • SYMBOLIC • MEMORABLE • OWNABLE • MEANINGFUL • INSPIRATIONAL

  18. C - COMPETITIVE

  19. V O ICE – COMPETITIVE • Ability to stand out and capture traveller interest through: • MESSAGES • MEDIA • MOMENTUM

  20. E - EXPERIENTIAL

  21. V O I CE– EXPERIENTIAL • Opportunities for travellers to engage with, and truly feel, the destination’s: • PEOPLE • CULTURE • WAY OF LIFE • DEVELOPMENT

  22. BRANDS SPEAKING TO BE HEARD • The development of a destination BRAND is the 1st step towards building tourism arrivals, and the desired impact on the economy, society and long-term stability of the nation. • The 2nd step is developing a well thought through communications strategy, one that invests in: • Brand awareness building • Expression of invitation from the destination to travellers • Establishing and sustaining destination interest • Inspiring traveller booking • The 3rd step is making the long-term investment in consistent Brand presence through marketing and promotion..

  23. BRANDS SPEAKING TO BE HEARD (CNTD) STEP 1: Develop the BRAND STEP 2: Define the COMMUNICATIONS Strategy STEP 3: Establish Ongoing MARKETING Presence • The Logo • The Imagery • The Key Words • The Music • The Invitation • The Audiences • The Goals • The Platforms • The Budget • The Long-Term • The Right Partners • The Budgets • The Leverage • The Metrics

  24. CONTENTS • PART 1: What is Destination Branding? • PART 2: Brand Development • PART 3: Identifying a Proposition for Destination MONGOLIA • PART 4: Recommended Way Forward

  25. BRAND DEVELOPMENT • Destination branding has become very competitive, all across the globe, as nations realise that the brand is the hook to attracting tourists, and therefore stimulating economic impact. • BREAK-THROUGH requires: • More than postcard images • Unique message (brand) and messenger (media) • Emotional connection • Believability • Creativity, not cleverness • Strong marketing and advertising strategy support

  26. IMPORTANT TO ASK BEFORE BRAND DEVELOPMENT • WHATunderstanding is there of the destination? • As a nation • As a tourism destination • Is it Correct? Is it Incorrect? What needs to be shifted? • WHO are we trying to reach? • Business or Leisure? • Young or Old? • Active or passive visitors? • Regional or International?

  27. IMPORTANT TO ASK BEFORE BRAND DEVELOPMENT (CNTD) • And of course: • WHERE is competition coming from? • Regionally? • Internationally? • Perceptually? • Emotionally? • Seasonally?

  28. BRAND DEVELOPMENT Development of a destination Brand requires working through the selection of, and commitment to, a number of elements. Each of these elements shapes the overallawareness, identity, interest and recall for the destination. Importantly, they build a relationship with audiences which must be carefully nurtured to ensure trust, loyalty and preference. STEP 1: Develop the BRAND • The Logo • The Imagery • The Key Words • The Music • The Invitation

  29. DESTINATION BRAND: CHECK LIST • BRAND DNA • ICONOGRAPHY • STORYTELLING • EMOTIONAL PULL • INVITATION Building on the BRAND

  30. BRAND DNA: COLOUR PALETTE

  31. BRAND DNA: FONT

  32. BRAND DNA: MUSIC

  33. BRAND DNA: WORDS

  34. INDIA: Incredible • http://www.youtube.com/watch?v=VUFg-ujVqMI

  35. KENYA: Magical • http://www.youtube.com/watch?v=3Z5Mv-R4Jl8

  36. PLEASE BEWARE! • Postcard ads • Cultural Humour • Marketing and advertising the region vs the destination • Generic Messages: • ‘Culture’ • ‘Warm, friendly people’ • Overused language: • ‘Experience(s)’

  37. FINAL CHECK Is the Destination BRAND: • Truly unique? • Can you own it? • Memorable? • Strategic or Tactical? • Messaging for the short-term or long-term? • Going to be supported with consistent exposure?

  38. CONTENTS • PART 1: What is Destination Branding? • PART 2: Brand Development • PART 3: Identifying a Proposition for Destination MONGOLIA • PART 4: Recommended Way Forward

  39. MONGOLIA AS A COMPETITIVE OFFERING The nation of Mongolia has emerged as a travel destination offering a new, fresh, compelling alternative to other locations across the world. Being a young travel offering on the global tourism map, Mongolia is relatively unknown, unexplored and undeveloped. This has resulted in Mongolia having within its offering an innate mystique. For travellers seeking new horizons – destinations that offer purity of natural environment, richness of indigenous wildlife, an array of outdoor activities from trekking and horseback and camel riding to bird watching, rafting and fossil hunting - Mongolia is blessed with numerous competitive options, over and above its richness of culture, history, heritage and hospitality..

  40. MONGOLIA AS A COMPETITIVE OFFERING (CNTD) In addition, Mongolia is committed to ensuring that the destination stays tore to its roots in proactively responsible tourism development. This approach is serving the destination well to protect it from unstructured, over-growth to the detriment of the nation, and travel experience.

  41. DESTINATION ELEMENTS For all that it has to offer, for effective, competitive brand development Mongolia must look carefully at what it puts forward as its reasons to visit. Within the numerous attributes of Mongolia for tourists, a separation is required between what is generic – what any destination can offer, and what is truly unique to Mongolia. • UNIQUELY MONGOLIA • Living nomadic lifestyle • Rich history and heritage • Ancient discoveries to this day • Land & man in harmony • Equestrian culture • Vast openness • Innate, proud connection to nature • GENERIC • Nature • Space • Freedom • Unique culture • Experience • Adventure • Friendly people

  42. CURRENT BRAND EVALUATION The destination brand approved for Mongolia in 2013 has provided the destination with an important vehicle for invitation to travellers. The slogan selected: “Go Nomadic, Experience Mongolia”, provided a valuable first step for competitive differentiation. Looking forward, the Ministry of Culture, Sport and Tourism seeks to establish a new brand for Mongolia to be its ‘voice’ on the international tourism stage, starting with the destination’s prestigious partner sponsor starts at ITB 2015 in Berlin. With this in mind, CNN and CNN TASK, as a partner committed to the growth and success of Mongolia, has conducted a rigorous brand review of the current destination brand as a basis for proposing a new brand offering for Mongolia for the long term.

  43. CURRENT POSITIONING: OUTCOME OF REVIEW The current destination brand has seeds of strength within its statement of offering and call to action. However, the generic elements of the slogan eclipse the brand’s appeal. Call to Action, overt but not personal. Direction outwards is not inviting. Unique to Mongolia. Reflective of mindset and style of living “Go Nomadic, Experience Mongolia” Important anchor of the brand pay-off line Invitation, but too generic

  44. ADVANCING THE BRAND • To slogan strengthen the current brand, it is strongly recommended that the theme of the innate unique properties of the brand not be lost. • To introduce a completely new brand language would not only cause confusion to audiences, it would lose what value was in hand. • The challenge, and therefore opportunity, of the brand is to: • Eliminate generic elements • Strengthen unique elements • Introduce elements that make a natural link to competitive attributes of the destination • Give the brand an energy of character and invitation • The next step is, therefore, to look at what is missing?

  45. ADVANCING THE BRAND (CNTD) Absent from the current brand expression are the following unique aspects of Mongolia: • Living nomadic lifestyle • Rich history and heritage • Ancient discoveries to this day • Land & man in harmony • Equestrian culture • Vast openness • Innate, proud connection to nature From this challenge of ‘what is missing’ we find the opportunity for the new brand

  46. RECOMMENDED POSITIONING • Based on: • The comprehensive briefing received from Mongolia’s Ministry of Culture, Sport and Tourism • Examination of source material supplied by the Ministry, and further mined through research] • TASK global review of destination brands • Analysis of the current tourism brand for Mongolia • Reflection on initial discussion with the Honourable Minister of Ministry of Culture, Sport and Tourism in Zambia in 2013 regarding the innate value system and development structure of Mongolia’s tourism industry, • the following new brand positioning is recommended for Mongolia…

  47. RECOMMENDED POSITIONING (CNTD) Maintaining link to existing awareness of identity. Link to enduring nomadic lifestyle and mindsets…as well as natural magnificence of the land itself “Nomadic by Nature. Discover Mongolia” Maintaining call-out of destination name Links to People, History, Paleontology, Culture, Art, Events, Natural Environment, Wildlife, Adventure, etc.

  48. CREATIVE CONSIDERATIONS – SLOGAN VARIATIONS • The proposed brand positioning can be applied in two versions,: • Full • “Nomadic by Nature. Discover Mongolia” • Shortened • “Mongolia. Nomadic by Nature.” • Both versions effectively convey the destination message and invitation, while maintaining a link to the core proposition of the brand.

  49. RECOMMENDED POSITIONING (CNTD) • This evolved brand positioning has the following, highly competitive strengths : • Reflects the genuine strengths for Mongolia as: • A nation • A people • A travel choice • Speaks to a specific type of traveller that Mongolia seeks to attract: • People who are adventurous, explorers, psychologically ‘nomadic by nature’ • Appreciate living cultures

  50. RECOMMENDED POSITIONING (CNTD) • And critically: • Is very campaignable: • Can be used to showcase (via specific executions/vignettes/ads) specific offerings: events, adventure, culture, history, sport, nature • Is true to Mongolia as: • A nation • A people • Is highly competitive: • Reflecting a travel choice seen nowhere else in the world • Allowing for stand-out

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