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.
Brand Asia at World Economic Forum Davos: Underpitched or Overplayed?
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
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
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.
New Zealand: The Intriguing Story of a Destination Brand
For those interested in the branding and reputation of destinations, New Zealand is an intriguing case. Here's a summary of our special series on the origins, success and challenges of the country's 100% Pure New Zealand brand proposition.
Place Brand Credibility: Example New Zealand
When place brand credibility and legitimacy are challenged: learn about the case of 'clean, green' and '100% Pure' New Zealand.
Origins and Success of 100% Pure New Zealand Destination Brand
'100% Pure New Zealand' is widely regarded one of the most successful destination branding campaigns. But how did it all start? Find out in this summary of literature on the origins and success of the 100% Pure New Zealand campaign.