Destination Branding: Key trends, challenges and opportunities. Moscow, March 2016

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1 Destination Branding: Key trends, challenges and opportunities Moscow, March 2016

2 2 Today s agenda A 3 minutes theory B Ten hot tendencies

3 We operate at global level (70+ countries) 72 countries 3

4 We operate at global level (70+ countries) 40+ Marketing Plans 20+ Branding projects 4

5 1985 5

6 Some of THR s destination brands 6

7 Destination Brand Strategy 7

8 8 Today s agenda A 3 minutes theory B Ten hot tendencies

9 3 minutes theory 1. What is a brand? 9

10 A brand is not a logo 10

11 A brand is a set of images and perceptions in the consumer s brain 11

12 When the consumer sees a brand visual 12

13 a number of images and perceptions arise in his brain Promise Key values Personality Easy Simple Design Innovation Quality Cool Trendy Casual Reliable Funny

14 which of course are different from brand to brand Promise Key values Personality Sun & beach Fun Family Hospitality Cheerful Passion for life

15 The brand visual The brand Promise Key values Personality Sun & beach Fun Family Hospitality Cheerful Passion for life

16 Creating a brand requires managing several sources affecting the images and perceptions Owned, earned and paid communication User experience Organic image Word of mouth (online & offline) 16

17 3 minutes theory 2. What is a Brand concept?

18 Target To the travellers looking for unique destinations with wild nature and authentic culture Frame of reference Romania offers explorer itineraries and places to stay to live rewarding travel experiences Points of difference of true authenticity, in unspoiled nature and landscapes like the Carpathians or the Danube Delta, and a unique cultural heritage Reasons to believe based on a unique mix of Latin and Byzantine cultures, a high share of protected spaces and the preserved traditions of Europe s most rural society 18

19 3 minutes theory 3. What is a Powerful Brand? 19

20 Differentiation Relevance Esteem Awareness The Brand Power is based in four pillars Brand s capacity to deliver revenue and profit POWER Strength Stature Y&R Model 20

21 Why destinations invest in branding? Which are the main benefits of a powerful brand? 1.TO BOOST SALES 2. TO INCREASE REPUTATION/ MOTIVATION 3. TO IMPROVE COMPETITIVENESS 21

22 3 minutes theory 4 What is Branding 22

23 Branding = Building a Powerful Brand and inserting it in our target s brain

24 What is Branding? Brand Design User Experience Brand Concept BRANDING Powerful Brand Communication Digital Branding Branding Management 24

25 The results of branding 82% Hospitality Vacations in Spain Sun & good weather Family Fun & Joy of life Good service 25

26 26 Today s agenda A 3 minutes theory B Ten hot tendencies

27 10 Branding Tendencies and Strategies Brand Design User Experience Brand Concept BRANDING Powerful Brand Communication Digital Branding Branding Management 27

28 10 Branding Tendencies and Strategies Brand Design User Experience Brand Concept BRANDING Powerful Brand Communication Digital Branding Branding Management 28

29 Tendency ThePrism Method & Big Ideas

30 External Relationship The Brand Identity Prism Picture of Sender Internal Culture Picture of Recipient Source: JN Kapferer approach; The brand identity prism, 2008.

31 Social aspects (external) Brand spirit (internal) Oman s Brand Identity Prism Great natural settings Awarded gastronomy Regional culture Strategic location Picture of the sender (brand) Physical Personality Healthy and vital Open / social / warm / friendly Reliable and confident Relaxed Professional and educated Safe Fun, merrymaking Relationship Culture / values Regional authenticity Progressive Socially responsible Active, healthy Love for good life Discoverer, conscious Relax, peace seeker Reflection Self-image Picture of the receiver (target) Healthy / active Gourmet Trend setter Romantic Proposal for Oman based on the identity prism based on Jean Noël Kapferer model

32 From brand prism to the big idea

33 Some big ideas we like 100% Pure Keep exploring Truly Asia 33

34 Offer side DIVERSITY Demand side SUN Baseline Everything under the sun 34

35 Offer side Passion Demand side Enjoy Life Baseline Passion for Life 35

36 Greece slogans since 1990 Chosen by the gods Come as a tourist, leave as a friend 94 Makes your heart beat 95 Never ending story 96 The authentic choice That's life

37 Greece slogans since 1990 Beyond words Your best time yet 04 Wonderful Greece 08 The True Experience 11 All time classic 13 37

38 Tendency Brand visuals & identity more scientifical

39

40 Tendency TouristStyles & Lifestyles

41 6 Experiences-Related Profiles 1. Relax seeker 2. Conformist 3. Dynamic experimenter 4. Commitmentless demanding 5. Sophisticated discoverer 6. Fearless explorer I look for a relaxing isolated bubble where to have some rest I travel for relaxing reasons. Destination is secondary as long as surprises are out of the picture I enjoy exciting trips filled with activities I expect the best from my trips which must be fantastic in every possible sense I want to visit new places and know new cultures in a comfortable way. My life philosophy is to explore authentic places which requires me getting totally involved as well as demanding the best Woody Allen Hugh Grant Jim Carrey George Clooney Sean Connery Harrison Ford

42 9 Traveller types

43 10 Branding Tendencies and Strategies Brand Design User Experience Brand Concept BRANDING Powerful Brand Communication Digital Branding Branding Management 43

44 Tendency Branded Experiences

45 Australia. The 7 great experiences Aboriginal Australia Australian Gastronomy Outback Australia Coastal lifestyle aussie Big Australian cities Australian Nature Aussie Itineraries 45

46 46

47 Tendency Sub- Brands, Endorsements & rankings

48

49 New Zealand. Seals of quality services and activities 49

50 The most charming villages of France 50

51 Magic Towns in México

52 Art Cities in Italy 52

53 Bike Tirol 53

54 Luxury Spain Gourmet 54

55 Tendency Brand architecture

56 An Explosion of Brands and Sub-Brands

57 Types of brand architecture HOLDING ASYMETRIC MASTER BRAND FLEXIBILITY EFFICIENCY 57

58 10 Branding Tendencies and Strategies Brand Design User Experience Brand Concept BRANDING Powerful Brand Communication Digital Branding Branding Management 58

59 Tendency Branded content

60 10 Branding Tendencies and Strategies Brand Design User Experience Brand Concept BRANDING Powerful Brand Communication Digital Branding Branding Management 60

61 Tendency New apps & Big Data

62 Pre-Web Marketing Winners: The biggest pockets Post-Web Marketing Winners: The best content

63 Travelers are online 68% Researching before travel 78% Use travel-related smartphone app 42% Use mobile phone for travel-related information while on a trip Source: Traveler s Road to Decision. Google,

64 We are entering the era of MOCIAL travel (Mobile + Social) 64

65 Branding is a driver of Digital Marketing Strategy Inform and Inspire Sales Service Relationship Inspire tourism experiences Sell services and experiences Service the tourist in origin or destination Establish relationships and ties 65 with tourists

66 More than 500 tactics and tools!!!!! Inform and Inspire Sales Service Relationship Strategy 1 Strategy Tools 66

67 UGC Boom!

68 More & more in-destination apps

69 Evaluate & respond to reviews

70 10 Branding Tendencies and Strategies Brand Design User Experience Brand Concept BRANDING Powerful Brand Communication Digital Branding Branding Management 70

71 Tendency Cooperation

72 2 + 2 = 5 &

73 World class fly fishing (20 partners) World Class Fly Fishing

74 Tendency Integrated Management

75 The Office of the Branding Manager

76 1. Project Management 3. Digital branding 4 areas of responsibility 2 2. User experience 1 Brand 3 4. Brand Loyalty Página 76

77 Brand adoption process representation Total universe 1 Awareness of the offer Unaware of the offer Understanding of the offer Attractiveness of the offer Affordability of the offer Purchase intention (long term) Purchase intention (short term) Don t understand the offer Don t think the offer is attractive Can t afford the offer Don t intent to buy the offer in the long term Don t intent to buy the offer in the short term

78 Elements of the ideal destination for seaside vacation, according to respondents Research to monitor the Brand Image Competitiveness Price (level of expensiveness) Performance of Destination XYZ on top 10 most important aspects for selecting a short-break trip destination Hospitality Gastronomic offer Variety of events Authenticity Quality of life Preservation of traditions Proximity to airports Shopping Relax by the seaside Source: Ipsos, market research commissioned by CNTB,

79 Example: Canary Islands 79

80 THANK YOU 80

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