Destination Branding
Destination Branding: Destination Marketing Organizations (DMO) previously referred to destination branding as the promotion and marketing of their place to a specific audience of business or leisure travellers. In recent years, both the media landscape and consumer expectations have changed dramatically, forcing destination marketers and managers to rethink their strategy. The following articles offer expert insights, examples and advice on destination branding as a strategy that goes way above and beyond catchy advertising, slogans and logos.
Statia Elliot on the Evolution of Destination Marketing and DMOs
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Statia Elliot from the School of Hospitality, Food & Tourism Management at the University of Guelph in Canada, discusses the evolution of destination marketing, DMOs and the importance of place branding.
Mike Fabricius on Africa, Destination Marketing and Place Brand Management
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Mike Fabricius of tourism destination consultancy The Journey, on the depths of what place branding and destination marketing really mean. We further discuss examples from his work on place brands and his involvement with places in Africa and across the world.
Petra Trimborn on Destination Branding and Sustainability in Germany
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Petra Trimborn of inspektour consultancy in Germany, on destination branding, strong city brands and sustainability as competitive advantage.
Brand Asia at World Economic Forum Davos: Underpitched or Overplayed?
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India nation brand expert Aparna Sharma reflects on the role of Brand Asia at the World Economic Forum in Davos, calling for a more nuanced, strategic approach to country promotion and brand positioning.
Tourism Brands and Destination Marketing Campaigns in Asia
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India nation brand expert Aparna Sharma discusses tourism campaigns in Asia, the need for nations to remain competitive in a saturated market and the importance to communicate their place authentically.
Branding Cities Through History and Culture: Example Verona and Cannes
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Svetlana Masjutina discusses the role of history, culture, events in the branding and brand positioning of cities, with Verona in Italy and the French city of Cannes as examples.