BUILDING A MULTIFUNCTIONAL TOURISM BRAND
OCTOBER 2000
MARKETING MANAGER TOURISM
• Tourism by it’s very nature is multifunctional. A tourism brand needs to meet needs of not only your target market but also the: – Tourism minister – National Airline – Regional tourism officers – Wholesalers – Export minister – Local hotel group management
LAUNCHING WORLDWIDE
• Launching any brand is hard, launching one worldwide is particularly challenging • When planning to communicate to hundreds of different nationalities, languages and cultures simplicity is imperative • Commitment to one direction is crucial to maximize exposure over time
TOURISM BRANDING
• Most tourism organisations don’t behave like a brand. • Few destinations have total proprietorship of any one positioning. • It’s a huge risk for any global brand to allow itself to be in such a vulnerable position
NEED TO ACT LIKE A GREAT GLOBAL BRAND
They own a Position
• Relevant and motivating for their customers
• Credible for their brand and product • Different from the others (real or perceived)
How many tourism organisation positionings could you name?
They commit for the long haul
• Establish a position and commit to it
• Reinterpret this over time
• To match changing products and values
Translate Core Brand Values across new Products/Services
• They start from a strong brand base • They know what they own • They leverage this into new product categories
Pre-empt and understand their customers
• What their customers think and want from them now • And will in the future
Drive category innovation and reinvention
• They provide new products and services
• They lead the marketing future and harness that opportunity
Own a deeply held emotion
An emotional ground that is relevant and credible That creates a sense of belonging
Particular strength for tourism brands
They have a Vision and a culture
• That pervades everything they do • That outlasts products, services, buildings and …… even management!
They demand Brand consistency
In ‘look’ In feel In delivery In people In culture
From every customer contact (moment or truth) to all internal activity
Stay Relevant
• Not just fashionable
• Serve a purpose and deliver that in a way that is true to the brand • Don’t be afraid to change
They are Brave
• They know who they are and what they are • They make decisions based on long term goals, not just short term profit • They have a vision and stick to it
CASE STUDY
TOURISM NEW ZEALAND
REQUIREMENTS
• Re-launch New Zealand as a destination and significantly increase visitor numbers • Develop a totally integrated campaign with a strong core theme
• Address fierce competition worldwide
TARGETING
Demographic
Attitude
Media consumption
NEW ZEALAND’S UNIQUE ATTRIBUTES
scenic natural friendly
fresh vital raw
mythic
genuine uncorrupted isolated (+ve) pristine
Authentic
THE BRUTALLY SIMPLE THINKING
CONSUMER INSIGHT BRAND INSIGHT
Tourists are seeking destinations where they can revitalise and enjoy an experience that is different to their normal lives
New Zealand has unsurpassed natural beauty and a wide range of invigorating experiences
BRAND POSITIONING
The purity of New Zealand is revitalising
CREATIVE DEVELOPMENT
New Zealand: The purest, most invigorating experience on earth
CREATIVE
INTERNATIONAL BRANDING
• Understand the value of your product and brand • Select agency that is passionate about your business and has international branding expertise • Utilise media planner/buyer with international experience • Carefully prioritize your markets taking into account exchange rates • Set up co-ordination agency to reduce overall costs • Don’t think like a tourism company, think like a international corporation
SUMMARY
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Own a territory Be in it for the long haul Translate your brand values on to new products/services Understand and pre-empt your customers Drive category innovation Own an emotion Have a vision and a culture Have brand consistency Have relevance and evolve Be brave
thankyou