BRANDING AND MARKETING
We work with destination branding agencies to develop and design new brands for destinations, products and services. Our brand development process is based on an exhaustive initial diagnosis of the destination to determine its differentiating factors and value proposition to create compelling messages and campaigns that will stand out.
We develop tailored destination marketing and communication strategies based on global best practices to deliver tangible results. It is critical that brand messaging reaches potential visitors before they plan their trip to allocate enough time and money to experience all the client has to offer.
This may seem obvious but to achieve it requires careful planning and real insight into not only what differentiates your own product offer, but which type of people will be most excited by it. Once you’ve identified which market segments to target, you need to know which marketing channels to use to reach them and what will convert their interest into booking a trip.
DESTINATION AND PLACE BRANDING
Creating a successful destination brand is much more than designing a logo and tagline. Your brand creates a perception of your place and a visitor’s expectation of the experience you offer.
MARKETING STRATEGY
CONTENT MARKETING PLAN
We will work closely with you to create a content marketing strategy that provides a blueprint for your digital marketing act. Your content needs to engage your target niches at all stages of the visitor buying process from inspiration, research, planning and validation to booking. Remember, the travel cycle does not stop at the booking, it must also generate positive peer feedback, customer reviews and ratings.
DIGITAL MARKETING CAMPAIGN
A digital marketing campaign needs to be tailored to available resources – financial and manpower. It must help prioritize and deliver most relevant elements of the strategy – website developing, researching buyer persona, creating inspiring content, delivering search engine optimization reviews, social media and paid for digital marketing campaign, influencer and blog posts and setting up e-newsletters and competitions to build a database of consumer addresses. Regular monitoring of visitors to the website and impact of social media marketing campaigns is noteworthy.
CREATING INSPIRING CONTENT
Content must be visually appealing, engaging, inspiring and informative at each stage, if not it will be significantly diminished. Note, content drives the search engine optimization (SEO) which in the long-term is the most cost-effective way of ensuring that potential visitors can find your website.
We work with a team of copywriters, videographers, photographers and creative directors and designers to produce content that will convey your brand messages and inspire your target audiences.
MONITORING YOUR BRAND AND CAMPAIGN
Need to determine if your branding message is getting through? We will test and benchmark the impact a brand has and assess the level of brand awareness. Knowledge of tourism niche markets and trends can provide insights and recommendations on how to more effectively focus new campaigns and marketing budgets.