Transformational Opportunities in Destination Marketing - Building and Protecting the Brand

YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS

BUILDING AND PROTECTING THE DESTINATION BRAND

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DESTINATION NEXT TRANSFORMATIONAL OPPORTUNITIES

Bruce MacMillan President/CEO Bandwidth

YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS@bmacdfw

In a 2014 DMAI global survey, DMO leaders around the world identified brand marketing and destination development as the primary roles for new DMO start-ups and one of three transformational opportunities for all DMOs in the future. To be successful in today’s global marketplace, destinations need leadership and management to not only deliver remarkable physical experiences, but also to create and sustain a uniquely compelling brand essence that manifests at each visitor engagement point.

DestinationNEXT Phase I Report — July 2014

DESTINATION NEXT Background


DESTINATION NEXT Strategic Response

The future of DMO leadership will be broadened to include destination brand management and destination development. DMOs will need to rethink roles, competencies and relationships, transforming themselves to destination managers in addition to that of destination marketers. DMOs should forge expanded relationships with its community’s economic development and planning stakeholders, collaborating on common objectives and initiatives.


@bmacdfw


BRAND

A unique promise kept over time.

— Brian Collins, Collins

A brand is a simple mental model that represents, collectively, what people feel, think and say about a product, service or company, and where meaning is established over time through consistent positive experiences and engagements.

— Elizabeth Talerman , Nucleus

BRANDING

A profession that increasingly confuses fame for mastery. And pomposity for profundity.

— Brian Collins, Collins


DESTINATION BRANDING

City branding refers to all the activities that are undergone with the purpose of turning a City from a location into a destination.

Successful branding can turn a city into a place where people want to live, work and visit.

— Robert Jones, Wolff Olins

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THE EVOLUTION OF BRANDING IN DESTINATION MARKETING

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DESTINATION BRANDING APPROACH 1.0

Simple, central message/aggregate approach

Trusted information broker

Exclusive proprietary knowledge

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EXPERIENCE

GOVT/BUSINESS

STORY

DESTINATION BRANDING 1.0

MESSAGE/INFORMATION AUDIENCE

BRANDING BY INFORMATION BROADCAST

BRAND CONSTRUCT

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@bmacdfw

DESTINATION BRANDING APPROACH 2.0

Logos and taglines

Media-centric

Channel control

Information publishing

Frequency and reach

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INFORMATIONEXPERIENCE

GOVT/BUSINESS

STORY

DMO BRAND MARKETING

MESSENGERVISITOR2

MEDIA CHANNEL MESSAGES

DMO AS DESTINATION BRAND STORY-TELLER AND STORY-SELLER THROUGH CHANNEL

INTERMEDIARY MANAGEMENT

TRANSACTIONS FEEDBACK

BRAND CONSTRUCT

VISITOR1

VISITOR3

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BRAND CONSTRUCT


INFORMATIONEXPERIENCE

GOVT/BUSINESS

STORY

DMO BRAND MARKETING

MESSENGERVISITOR

EXPERIENCE2

STORY2

PUBLIC

INFORMATION

INFORMATION

MEDIA CHANNEL MESSAGES

TRANSACTIONS FEEDBACK

INVESTOR

BUSINESS

INFORMATIONNUMBER OF STORIES, EXPERIENCES, ENGAGEMENT POINTS AND AUDIENCES GREW BEYOND ABILITY

FOR DMO TO EFFECTIVELY MANAGE.

TRADITIONAL BRAND CONSTRUCT DISSOLVES MANAGING THE BRAND THROUGH MARKETING HAS BECOME COMPLEX AND EXPENSIVE IN AN OMNI-CHANNEL WORLD.

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DISRUPTION IN DESTINATION BRANDING…

…THE DESTINATION CAN NO LONGER CONTROL THE MESSAGE

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CUSTOMERS DRIVE THE DISRUPTION

Ubiquitous connectivity to information

Overload of choices and messages

Local business goes global

Trust in User Generated Content and social networks

Customers want direct connections to the brand

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DESTINATION NEXT TRANSFORMATIONAL OPPORTUNITY EMERGES…

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@bmacdfw

The future of DMO leadership will be broadened to include destination brand management and destination development. DMOs will need to rethink roles, competencies and relationships, transforming themselves to destination managers in addition to that of destination marketers.

DMOs should forge expanded relationships with its community’s economic development and planning stakeholders, collaborating on common objectives and initiatives.


@bmacdfw

@bmacdfw

DESTINATION NEXT BRAND CONSTRUCT

EXPERIENCE

GOVT/BUSINESS/

PUBLIC

STORY

NEW BRAND CONSTRUCT

INVESTOR

WORKFORCETRANSACTIONS

FEEDBACK

NEW BRAND CONSTRUCT EVOLVES DMO ASSUMES ROLE AS DESTINATION EXPERIENCE ADVOCATE AND PRODUCT DEVELOPMENT COLLABORATOR THROUGH ONGOING STAKEHOLDER ENGAGEMENT

MARKETING

MARKETING

MARKETING

ENGAGEMENT

ENGAGEMENT

VISITOR2

VISITOR1

VISITOR3

NEW STORIES

NEW EXPERIENCES

NEW PARTNERS AND

POLICIES

DMO BRAND ADVOCATE

DESTINATION EXPERIENCE

COLLABORATOR

ENGAGEMENT


BRAND MARKETING MESSENGER DMO BRAND ROLE

BRAND ADVOCATE AND EXPERIENCE

COLLABORATOR

ENGAGES TOURISM INDUSTRY AND MARKETPLACE ONLY ENGAGEMENT FOCUS ENGAGES MULTIPLE INDUSTRY, COMMUNITY

AND MARKETPLACE STAKEHOLDERS

GENERATE BUSINESS TRANSACTIONS FOR THE COMMUNITY TOURISM INDUSTRY BUSINESS FOCUS

ENHANCE AND PROJECT A UNIQUELY COMPELLING DESTINATION EXPERIENCE TO GENERATE SUSTAINABLE TOURISM BUSINESS

FOR THE COMMUNITY

TOURISM AND BUSINESS EVENTS CLIENTS/VISITORS

BRAND AUDIENCE TARGET

TOURISM AND BUSINESS EVENTS CLIENTS/VISITORS, INVESTORS, WORKFORCE, SPORTS EVENT MANAGERS, FILM LOCATION SCOUTS

SHARE AND COLLECT DESTINATION AND MARKETPLACE DATA

PRODUCT DEVELOPMENT

SHARE AND COLLECT DESTINATION AND MARKETPLACE DATA. CO-CREATE WITH

INDUSTRY, COMMUNITY AND MARKETPLACE INVESTORS/PARTNERS.OPERATIONAL ROLE.

ENSURE COMPLIANCE WITH BRAND IMAGE AND LANGUAGE GUIDELINES IN

MARKETPLACE COMMUNICATIONSBRAND STEWARDSHIP

ENSURE LONG-TERM GROWTH AND SUSTAINABILITY OF THE BRAND IN BOTH THE

COMMUNITY AND IN THE MARKETPLACE

DMO AS BRAND ADVOCATE

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BENEFITS OF BRAND ADVOCATE ROLE

Expanded focus on the overall destination experience, not just the message, helps

build short and long-term business sustainability

Consistent and integrated projection of the destination experience and essence

DMO positioned as leader in bringing community and marketplace stakeholders

together

Expanded community visibility for DMO’s community value contributions

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CHALLENGES OF BRAND ADVOCATE ROLE

Expanded scope of focus in the community

Requires non-traditional DMO skill sets

Long-term performance measurement horizon

Non-transactional success measures

Product development could require additional business risk

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ACTIVATION STRATEGIES

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TOP ACTIVATION STRATEGIES

3. PLAY CENTRAL ROLE IN ADVOCACY FOR DESTINATION

5. CONNECT VISITOR EXPERIENCE WITH QUALITY OF LIFE OF RESIDENTS

11. GREATER ROLE AS CULTURAL CHAMPION OF DESTINATION

14. PARTICIPATE IN BUILDING PLATFORMS FOR THE VISITOR EXPERIENCE

15. BALANCE NEED FOR GROWTH WITH RESPONSIBLE AND SUSTAINABLE DEVELOPMENT

16. PLAY A GREATER ROLE IN POLICY AND PRODUCT DEVELOPMENT

19. MY NATIONAL TOURISM ORGANIZATION WILL ENCOURAGE LOCAL BRANDS

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BRUSSELS Brand Advocacy

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GUAM Brand Advocacy/Destination Sustainability

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GRAPEVINE Product Development

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BEVERLY HILLS Thought-Leadership

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NEW ORLEANS Connecting Tourism to Community Quality of Life

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VANCOUVER Responsible and Sustainable Development

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SYDNEY Brand Integration with Economic Development

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DESTINATION NEXT TRANSFORMATIONAL OPPORTUNITIES

Bruce MacMillan President/CEO Bandwidth

Transformational Opportunities in Destination Marketing - Building and Protecting the Brand

Marketing

Transcript of Transformational Opportunities in Destination Marketing - Building and Protecting the Brand