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BrandingaDestination
in
Crisis:Branding
aDestination
in
Crisis:
MoreThanJustaLogo,MoreThanJustaLogo,LessThanRocketScienceLessThanRocketScience
22ndFeb2012
22ndFeb2012
TomTom Buncle, Managing Director, Yellow RailroadBuncle, Managing Director, Yellow Railroad
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ManagingManaging Director, Yellow RailroadDirector, Yellow Railroad
CEOCEO, Scottish Tourist Board, Scottish Tourist Board
VisitVisit Britain: USA, Scandinavia, Southeast AsiaBritain: USA, Scandinavia, Southeast Asia
onsu tancyonsu tancy::-- destination branding/marketing strategiesdestination branding/marketing strategies---- community / ecocommunity / eco--tourism strategytourism strategy
-- organisational development & crisis recoveryorganisational development & crisis recovery
WriterWriter & lecturer on destination branding& lecturer on destination branding
&& marketin , travel trendsmarketin , travel trends
Associate in Greece:Associate in Greece:
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NorwayNorway DominicaDominicaBosniaBosnia Nice,FranceNice,France
Consultancy ProjectsConsultancy Projects
JordanJordan
EnglandEnglandKenyaKenyaLaikipiaLaikipia CameroonCameroon
TunisiaTunisia
MaltaMalta
WalesWalesNamibiaNamibia
RwandaRwandaGabonGabon
MozambiqueMozambiqueScotlandScotland BarbadosBarbados
Yorkshire,EnglandYorkshire,England
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OutlineOutline
1. Some thoughts on crisis
2. What is a brand?
. 4. How do we form im ressions of other laces ?
5. Destination branding: dos and donts6. When to refresh the brand?
7. Implications for Athens
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.
Some Thoughtson Crisis
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Crisis What Crisis?
Dan er + o ortunit
Realism + mindset + focus = way forward
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Crisis What Crisis?
Media Power
International Herald Tribune 22 Feb 2012
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Crisis What Crisis?
Communication: Clear
u c 24 / 7
Credible
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Crisis What Crisis?
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Crisis What Crisis?
Athens is safe17 June 2011, 23:22
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.
What is a Brand?
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Destination Branding:Destination Branding:
Whats It All About?Whats It All About?
Any damn fool can put on a deal,but it takes
enius faith and erseverance
to create a brand
David Ogilvy, The Father of Advertising, 1911-1999
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Personality Distinctive
*Distinguish from competitors
* Build loyalty
*Premium price
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FUNCTIONAL.FUNCTIONAL. DoesDoes it workit work ??
EMOTIONAL How does it feel ?EMOTIONAL How does it feel ?
SELFSELF EXPRESSIVEEXPRESSIVE. Is it me ?. Is it me ?
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r s rways rg n
Conservative
Anti - establishment
Unexciting Big
Fun Young
Suit & tie Blue
Open necked shirt Red
Reliable: A B Safe
Punctual
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Never!
Regularly
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Pepsi tastes better, but Coke sells more :
Blind test Open test
51% prefer Pepsi 23% prefer Pepsi
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* Product ?
Logo ?
* Slo an ?CompetitiveCompetitive
* Image ? IdentityIdentity
* Marketing campaign ?
*
* Spirit / essence / DNA ? Makes us differentMakes us different Makes us stand outMakes us stand out
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Sense ofSense of
Place
Produce
People
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Place Produce People
Scenery Public realm
Own products Culture Attitude
Public art Accent
Architecture Famous /n amous
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Brandin is different from marketin :
* ,
* Marketing = how you communicate
this to your customers
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What is a Brand?What is a Brand?
with advertising.
Imagery
BehaviourYou change peoples perceptions by
BrandLogo
Design style,
that embraces that truth
Website
Marketingcampaignsand putting it through
Brochures,print etc.
everything they do
Wally Olins
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4 Princi les
Branding is not rocket science
Branding is no substitute for substance
Your brand already exists. It just needs clarification,commitment & communication
A brand is not budget-dependent. Communicating itis what costs
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What is aWhat is a Destination BrandDestination Brand??
A destination brand is the mix of the core characteristics
of the place that make it distinctive and memorable. It is the enduring essenceof the place that makes it
different from all otherplaces (and competitors).
Importantly, the brand exists in the eyes of the beholder. Ithas to be credible and real it cannot be manufactured.
It is the way in which a destination nurtures, develops and
enables it to establish, reinforce, or even eventuallychange its reputation
Source: Yellow Railroad
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.
Why Brand
a es na on
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Wh Brand aWh Brand a Destination?Destination?
In the lobalised world in which we now live everplace has to compete with every other place for share
of mind, share of income, share of talent, share of.
Unless a place can come to stand for something, itstands little chance of being remembered for long.
year thinking about a country on the other side of theworld.
(Simon Anholt, Branding Places and Nations)
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Wh Brand aWh Brand a Destination?Destination?
So, unless that country always seems exactly like
itself every time it crops up,
add up to a preference for its products, a desire to go
and visit the place, an interest in its culture, or, if we
, .
(Simon Anholt, Branding Places and Nations)
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.ow o e
of Other Places?
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HowHow Do We Form ImpressionsDo We Form Impressions
o er aceso er aces
Export brands
Promotion of trade, tourism, inward investmentand inward recruitment
Domestic and foreign policy
con c pu c gures
How citizens behave when abroad. an ow t ey treat strangers at ome
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HowHow Do We Form ImpressionsDo We Form Impressions
o er aceso er aces
Bush eraBush era
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HowHow Do We Form ImpressionsDo We Form Impressions
o er aceso er aces
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HowHow Do We Form ImpressionsDo We Form Impressions
o er aceso er aces
Built and natural environment
World media coverage
Membership of international organisations
Other countries it associates with
S ort and entertainment
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.
Destination Branding:
Dos and Donts
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es na on
ran ng: us
es na on
ran ng
: us
osos
-
Core values & essence - brand
Customer perceptions - research Qualitative research
Residents buy-in -
Consultation
Objectivity / honesty
Focus
Impact /Impact / memorable !!memorable !!Distinctive
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Stakeholder interests
Political compromise
Dishonesty
Unclear thinking
Bland
IndistinctForgettable
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* Perception is more powerful than reality
* People are less interested than you think
You cant avoid the truth
Clarity, focus, honestyClarity, focus, honesty
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**
UnspUnspooilt nature:ilt nature:
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**
UnspUnspooilt nature:ilt nature:
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**
UnspUnspooilt nature:ilt nature:
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New ZealandNew Zealand
Natural
Active
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Ireland _Discover Your Very Own TV ad (2007-2011)
http://www.youtube.com/watch?v=zVOECPwkNCE&feature=related
D ti ti B d V lD ti ti B d V l
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Destination Brand ValuesDestination Brand Values
IndiaIndia
xot c
Sensual
D ti ti B d V lD ti ti B d V l
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Destination Brand ValuesDestination Brand Values
IndiaIndia
xot c
Sensual
Destination Brand ValuesDestination Brand Values
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Destination Brand ValuesDestination Brand Values
IndiaIndia
xot c
Sensual?
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.When to Refresh
e ran
Destination Brand Fashion CurveDestination Brand Fashion Curve
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Destination Brand Fashion CurveDestination Brand Fashion Curve
Fashionable Famous Familiar Fatigued
Refreshment?Refreshment?
Morgan & Pritchard, Destination Branding: Meeting the Destination Branding Challenge, Elsevier 2004
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Rebrandin S ainRebrandin S ain
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Rebrandin S ainRebrandin S ain
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From pariah state
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Safety
Domestic tourism rutas seguras
Reform taxation, business regulations etc.
National self-confidence
International confidence
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Visitors doubled (2003 2008: 624,990 1,22,012)
GDP growth x 332% (2002 2007) Exports up 150%
Unemployment down 29%
Road mobility up by 41%
Hotel occupancy up by 32%
on ence n ex o o om an popu a on up y
FDI = 5% GDP in 2007 ($US 8.65 bn)
World Bank prize 2007
, ,
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From deprivation & violence
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mpor ance o even s Internal marketing campaign
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From industrial port
to vibrant artistic beach cit
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Olympics + urban regeneration
RebrandingRebranding New ZealandNew Zealand
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gg
From faded .. to fresh!
RebrandingRebranding New ZealandNew Zealand
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Synergy:tourism+food
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Brandin in a Di ital WorldBrandin in a Di ital World
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http://www.youtube.com/watch?v=5ozg-B2GOrw&feature=player_embedded
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Sense of PlaceSense of Place The StorThe Stor
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Place of Ori inPlace of Ori in The StorThe Stor
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Sardines
Place of Ori inPlace of Ori in The StorThe Stor
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Sardines
Place of Ori inPlace of Ori in The StorThe Stor
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A
fishy tale
Yellow Railroad
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.
Implications for Athens
Athens A Sna shot
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Perceptions
Image?
Short break?
Competitors?
Athens A Sna shot
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The short break, though, isone of the great pleasures oftravel
escape that combinesa dose ofculture a couple of decent mealsand the discovery of
Telegraph - UK, Sat 04 Feb 2012
somewhere newwith an escape from routine
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Top 5 =
Athens overview
Once known for smog, traffic and tacky architecture, Athens is acit reformed thanks to fortunes brou ht b the 2004 SummerOlympics. Spotless parks and streets, an ultra-modern metro,new motorways, an accessible airport and all signs in perfect
.stopover en route to the islands, sophisticated Athens sitesinclude many pillars of Western history, from the Acropolis to the
,Archaeological Museum.
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Athens A Sna shot
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th
BC
UK
Perceptions
a eway
to islands
Summer
Athens A Sna shot
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hot, dusty,
con ested,chaotic, urbansprawl
Perceptions
After the
.what then?
Athens A Sna shot
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Great to wander around Rome .. But what isGreat to wander around Rome .. But what isthere in Athens apart from the Parthenon?there in Athens apart from the Parthenon?
Back streets are interesting . feltBack streets are interesting . feltsafe..but not part of the tourist thingsafe..but not part of the tourist thing
You have to see the Parthenon.You have to see the Parthenon. bbut afterut afteryouve been once, why go back?youve been once, why go back?
Loads of museumsLoads of museums but they were allbut they were allclosed because of a strikeclosed because of a strike
Athens A Sna shot
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Good long weekend destination (never been)Good long weekend destination (never been) lots to do...would go outside the hot seasonlots to do...would go outside the hot season
Taxi drivers are a bunch of crooks..ripTaxi drivers are a bunch of crooks..rip--offoff
.my wife wouldnt go back.my wife wouldnt go back
Theres the city and then places outside the cityTheres the city and then places outside the city.. can o swimmin tem les ... can o swimmin tem les . llots to seeots to see
Id love to see the new Acropolis museumId love to see the new Acropolis museum
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RomeRome
BarcelonaBarcelona
IstanbulIstanbul
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RomeRome = romantic
=
=
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RomeRome
IstanbulIstanbulBarcelonaBarcelona
Exotic
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FUNCTIONAL.FUNCTIONAL. DoesDoes it workit work ??
EMOTIONAL How does it feel ?EMOTIONAL How does it feel ?
SELFSELF EXPRESSIVEEXPRESSIVE. Is it me ?. Is it me ?
Athens A Sna shot
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..
Histor / cultureHistor / culture
AirfareAirfare reasonablereasonable
Athens A Sna shot
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ow oes ee ow oes ee Romantic Exotic
Vibrant? Historic
Athens A Sna shot
Concl sion
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Conclusion
Perceived as one-dimensional
Been once seen it all
Historic but not for me
..
+ Out-of-date perceptions
+ Awareness of new Acropolis museum
+ Olympics probably changed things
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Could Athens claim to be Passionate?Could Athens claim to be Passionate?
Passionate aboutPassionate about dramadrama
Passionate aboutPassionate about philosophyphilosophy
Passionate aboutPassionate about democracydemocracy
Passionate aboutPassionate about hospitalityhospitality
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The Way Forward
Clear, emotive brand character
Brand ambassadors & advocates Reflect brand /sense of place in public
realm events & marketin
PR & social media
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Target
Different from what I expected
Competitive w Rome & Istanbul=
More visits
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om unc eom unc e
Managing DirectorManaging Director
www.yellowrailroad.com
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