Today we'd like you to meet Jaume Marín, Marketing Director of the Costa Brava Girona Tourism Board, and as such responsible for promoting and developing the Costa Brava and Girona Pyrenees brand: representing an area that stretches from the wild Mediterranean coast with its picturesque towns and villages to the Pyrenees mountain range in the north.
Based in the regional capital of Girona, Jaume Marín shares his thoughts on the latest destination marketing trends, developments and challenges. He also explains us why his Destination Marketing Organization (DMO) has decided to heavily invest in storytelling through travel bloggers and social influencers, rather than spending its money on traditional advertising campaigns. This isn't the first time we hear about such a shift - destination marketers take note!
- Why place brands should involve as many people as possible and make them part of it;
- The importance of a motivated team with high level implication;
- Jaume Marín's experience working with bloggers for destination promotion;
- How the use of ‘Instagram your city’ has exceeded all expectations.
Jaume, when did you first come across the concept of place branding? Do you remember your initial thoughts?
I don't remember the exact moment, but some of my initial thoughts were that place brands are not something institutions can develop by themselves. We have to involve as many people as possible, make them part of it, and if possible make the people the heroes within your (our) brand.
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