Branding a Dest in Crisis

7/31/2019 Branding a Dest in Crisis

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BrandingaDestination

in

Crisis:Branding

aDestination

in

Crisis:

MoreThanJustaLogo,MoreThanJustaLogo,LessThanRocketScienceLessThanRocketScience

22ndFeb2012

22ndFeb2012

TomTom Buncle, Managing Director, Yellow RailroadBuncle, Managing Director, Yellow Railroad


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ManagingManaging Director, Yellow RailroadDirector, Yellow Railroad

CEOCEO, Scottish Tourist Board, Scottish Tourist Board

VisitVisit Britain: USA, Scandinavia, Southeast AsiaBritain: USA, Scandinavia, Southeast Asia

onsu tancyonsu tancy::-- destination branding/marketing strategiesdestination branding/marketing strategies---- community / ecocommunity / eco--tourism strategytourism strategy

-- organisational development & crisis recoveryorganisational development & crisis recovery

WriterWriter & lecturer on destination branding& lecturer on destination branding

&& marketin , travel trendsmarketin , travel trends

Associate in Greece:Associate in Greece:


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NorwayNorway DominicaDominicaBosniaBosnia Nice,FranceNice,France

Consultancy ProjectsConsultancy Projects

JordanJordan

EnglandEnglandKenyaKenyaLaikipiaLaikipia CameroonCameroon

TunisiaTunisia

MaltaMalta

WalesWalesNamibiaNamibia

RwandaRwandaGabonGabon

MozambiqueMozambiqueScotlandScotland BarbadosBarbados

Yorkshire,EnglandYorkshire,England


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OutlineOutline

1. Some thoughts on crisis

2. What is a brand?

. 4. How do we form im ressions of other laces ?

5. Destination branding: dos and donts6. When to refresh the brand?

7. Implications for Athens


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.

Some Thoughtson Crisis


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Crisis What Crisis?

Dan er + o ortunit

Realism + mindset + focus = way forward


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Crisis What Crisis?

Media Power

International Herald Tribune 22 Feb 2012


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Crisis What Crisis?

Communication: Clear

u c 24 / 7

Credible


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Crisis What Crisis?


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Crisis What Crisis?

Athens is safe17 June 2011, 23:22


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.

What is a Brand?


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Destination Branding:Destination Branding:

Whats It All About?Whats It All About?

Any damn fool can put on a deal,but it takes

enius faith and erseverance

to create a brand

David Ogilvy, The Father of Advertising, 1911-1999


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Personality Distinctive

*Distinguish from competitors

* Build loyalty

*Premium price


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FUNCTIONAL.FUNCTIONAL. DoesDoes it workit work ??

EMOTIONAL How does it feel ?EMOTIONAL How does it feel ?

SELFSELF EXPRESSIVEEXPRESSIVE. Is it me ?. Is it me ?


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r s rways rg n

Conservative

Anti - establishment

Unexciting Big

Fun Young

Suit & tie Blue

Open necked shirt Red

Reliable: A B Safe

Punctual


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Never!

Regularly


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Pepsi tastes better, but Coke sells more :

Blind test Open test

51% prefer Pepsi 23% prefer Pepsi


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* Product ?

Logo ?

* Slo an ?CompetitiveCompetitive

* Image ? IdentityIdentity

* Marketing campaign ?

*

* Spirit / essence / DNA ? Makes us differentMakes us different Makes us stand outMakes us stand out


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Sense ofSense of

Place

Produce

People


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Place Produce People

Scenery Public realm

Own products Culture Attitude

Public art Accent

Architecture Famous /n amous


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Brandin is different from marketin :

* ,

* Marketing = how you communicate

this to your customers


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What is a Brand?What is a Brand?

with advertising.

Imagery

BehaviourYou change peoples perceptions by

BrandLogo

Design style,

that embraces that truth

Website

Marketingcampaignsand putting it through

Brochures,print etc.

everything they do

Wally Olins


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4 Princi les

Branding is not rocket science

Branding is no substitute for substance

Your brand already exists. It just needs clarification,commitment & communication

A brand is not budget-dependent. Communicating itis what costs


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What is aWhat is a Destination BrandDestination Brand??

A destination brand is the mix of the core characteristics

of the place that make it distinctive and memorable. It is the enduring essenceof the place that makes it

different from all otherplaces (and competitors).

Importantly, the brand exists in the eyes of the beholder. Ithas to be credible and real it cannot be manufactured.

It is the way in which a destination nurtures, develops and

enables it to establish, reinforce, or even eventuallychange its reputation

Source: Yellow Railroad


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.

Why Brand

a es na on


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Wh Brand aWh Brand a Destination?Destination?

In the lobalised world in which we now live everplace has to compete with every other place for share

of mind, share of income, share of talent, share of.

Unless a place can come to stand for something, itstands little chance of being remembered for long.

year thinking about a country on the other side of theworld.

(Simon Anholt, Branding Places and Nations)


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Wh Brand aWh Brand a Destination?Destination?

So, unless that country always seems exactly like

itself every time it crops up,

add up to a preference for its products, a desire to go

and visit the place, an interest in its culture, or, if we

, .

(Simon Anholt, Branding Places and Nations)


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.ow o e

of Other Places?


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HowHow Do We Form ImpressionsDo We Form Impressions

o er aceso er aces

Export brands

Promotion of trade, tourism, inward investmentand inward recruitment

Domestic and foreign policy

con c pu c gures

How citizens behave when abroad. an ow t ey treat strangers at ome


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o er aceso er aces

Bush eraBush era


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o er aceso er aces


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o er aceso er aces

Built and natural environment

World media coverage

Membership of international organisations

Other countries it associates with

S ort and entertainment


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.

Destination Branding:

Dos and Donts


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es na on

ran ng: us

es na on

ran ng

: us

osos

-

Core values & essence - brand

Customer perceptions - research Qualitative research

Residents buy-in -

Consultation

Objectivity / honesty

Focus

Impact /Impact / memorable !!memorable !!Distinctive


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Stakeholder interests

Political compromise

Dishonesty

Unclear thinking

Bland

IndistinctForgettable


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* Perception is more powerful than reality

* People are less interested than you think

You cant avoid the truth

Clarity, focus, honestyClarity, focus, honesty


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**

UnspUnspooilt nature:ilt nature:


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**



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**



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New ZealandNew Zealand

Natural

Active


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Ireland _Discover Your Very Own TV ad (2007-2011)

http://www.youtube.com/watch?v=zVOECPwkNCE&feature=related

D ti ti B d V lD ti ti B d V l


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Destination Brand ValuesDestination Brand Values

IndiaIndia

xot c

Sensual

D ti ti B d V lD ti ti B d V l


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IndiaIndia

xot c

Sensual



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IndiaIndia

xot c

Sensual?


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.When to Refresh

e ran

Destination Brand Fashion CurveDestination Brand Fashion Curve


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Destination Brand Fashion CurveDestination Brand Fashion Curve

Fashionable Famous Familiar Fatigued

Refreshment?Refreshment?

Morgan & Pritchard, Destination Branding: Meeting the Destination Branding Challenge, Elsevier 2004


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Rebrandin S ainRebrandin S ain


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Rebrandin S ainRebrandin S ain


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From pariah state


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Safety

Domestic tourism rutas seguras

Reform taxation, business regulations etc.

National self-confidence

International confidence


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Visitors doubled (2003 2008: 624,990 1,22,012)

GDP growth x 332% (2002 2007) Exports up 150%

Unemployment down 29%

Road mobility up by 41%

Hotel occupancy up by 32%

on ence n ex o o om an popu a on up y

FDI = 5% GDP in 2007 ($US 8.65 bn)

World Bank prize 2007

, ,


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From deprivation & violence


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mpor ance o even s Internal marketing campaign


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From industrial port

to vibrant artistic beach cit


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Olympics + urban regeneration

RebrandingRebranding New ZealandNew Zealand


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gg

From faded .. to fresh!

RebrandingRebranding New ZealandNew Zealand


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Synergy:tourism+food


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Brandin in a Di ital WorldBrandin in a Di ital World


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http://www.youtube.com/watch?v=5ozg-B2GOrw&feature=player_embedded


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Sense of PlaceSense of Place The StorThe Stor


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Place of Ori inPlace of Ori in The StorThe Stor


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Sardines



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Sardines



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A

fishy tale

Yellow Railroad


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.

Implications for Athens

Athens A Sna shot


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Perceptions

Image?

Short break?

Competitors?

Athens A Sna shot


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The short break, though, isone of the great pleasures oftravel

escape that combinesa dose ofculture a couple of decent mealsand the discovery of

Telegraph - UK, Sat 04 Feb 2012

somewhere newwith an escape from routine

Athens A Sna shot


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Top 5 =

Athens overview

Once known for smog, traffic and tacky architecture, Athens is acit reformed thanks to fortunes brou ht b the 2004 SummerOlympics. Spotless parks and streets, an ultra-modern metro,new motorways, an accessible airport and all signs in perfect

.stopover en route to the islands, sophisticated Athens sitesinclude many pillars of Western history, from the Acropolis to the

,Archaeological Museum.

Athens A Sna shot


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Athens A Sna shot


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th

BC

UK

Perceptions

a eway

to islands

Summer

Athens A Sna shot


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hot, dusty,

con ested,chaotic, urbansprawl

Perceptions

After the

.what then?

Athens A Sna shot


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Great to wander around Rome .. But what isGreat to wander around Rome .. But what isthere in Athens apart from the Parthenon?there in Athens apart from the Parthenon?

Back streets are interesting . feltBack streets are interesting . feltsafe..but not part of the tourist thingsafe..but not part of the tourist thing

You have to see the Parthenon.You have to see the Parthenon. bbut afterut afteryouve been once, why go back?youve been once, why go back?

Loads of museumsLoads of museums but they were allbut they were allclosed because of a strikeclosed because of a strike

Athens A Sna shot


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Good long weekend destination (never been)Good long weekend destination (never been) lots to do...would go outside the hot seasonlots to do...would go outside the hot season

Taxi drivers are a bunch of crooks..ripTaxi drivers are a bunch of crooks..rip--offoff

.my wife wouldnt go back.my wife wouldnt go back

Theres the city and then places outside the cityTheres the city and then places outside the city.. can o swimmin tem les ... can o swimmin tem les . llots to seeots to see

Id love to see the new Acropolis museumId love to see the new Acropolis museum

Athens A Sna shot


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RomeRome

BarcelonaBarcelona

IstanbulIstanbul

Athens A Sna shot


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RomeRome = romantic

=

=

Athens A Sna shot


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RomeRome

IstanbulIstanbulBarcelonaBarcelona

Exotic


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FUNCTIONAL.FUNCTIONAL. DoesDoes it workit work ??

EMOTIONAL How does it feel ?EMOTIONAL How does it feel ?

SELFSELF EXPRESSIVEEXPRESSIVE. Is it me ?. Is it me ?

Athens A Sna shot


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..

Histor / cultureHistor / culture

AirfareAirfare reasonablereasonable

Athens A Sna shot


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ow oes ee ow oes ee Romantic Exotic

Vibrant? Historic

Athens A Sna shot

Concl sion


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Conclusion

Perceived as one-dimensional

Been once seen it all

Historic but not for me

..

+ Out-of-date perceptions

+ Awareness of new Acropolis museum

+ Olympics probably changed things

Athens A Sna shot


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Could Athens claim to be Passionate?Could Athens claim to be Passionate?

Passionate aboutPassionate about dramadrama

Passionate aboutPassionate about philosophyphilosophy

Passionate aboutPassionate about democracydemocracy

Passionate aboutPassionate about hospitalityhospitality

Athens A Sna shot


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The Way Forward

Clear, emotive brand character

Brand ambassadors & advocates Reflect brand /sense of place in public

realm events & marketin

PR & social media

Athens A Sna shot


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Target

Different from what I expected

Competitive w Rome & Istanbul=

More visits


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om unc eom unc e

Managing DirectorManaging Director

[email protected]

www.yellowrailroad.com

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Branding a Dest in Crisis