We think outside.mtbtourismsymposium.ca/wp-content/uploads/2019/10/... · 01 Engage your...
Transcript of We think outside.mtbtourismsymposium.ca/wp-content/uploads/2019/10/... · 01 Engage your...
P. Blake Jorgenson
We think outside.
By the end of next year, 1.4 billion tourists will exist world-wide.
Destination tourism
Depending on who you are.This may be good news, or bad news,
Many destinations see this as an incredible opportunity for economic growth and
infrastructure development.
They focused on developing product to appeal to those increasing numbers of tourists.
Which really worked
Until it didn’t.
We’ve heard it during this conference.
Overtourism is real.
> Community and recreation infrastructure becomes strained.
> Resident satisfaction diminishes. > Local and tourist conflict rises.
> Eventually the tourist experience is diminished.
Outdoor destinations are most at risk.
1. Community vision
How to tackle the challenge
1. Community vision2. Policy and planning
How to tackle the challenge
1. Community vision2. Policy and planning
3. Branding
How to tackle the challenge
Branding is not rocket science.
How to tackle the challenge
What is it?
Place branding
The process of uncovering, expressing, developing and realizing the defining traits and
spirit of a place, for the benefit of its visitors and residents alike.
What is it?
Place branding
It is a combination of its unique character, purpose and values, its distinctive atmosphere and offering,
its indisputable culture and its defining spirit.
Place branding
It is about community, policy, innovation, product, programming, infrastructure investments and
symbolic actions.
How it gets created
Place branding
It is co-created by a place’s stakeholders, including governments, DMOs, businesses, community
organizations, residents and visitors.
How it gets created
What are the signals that you should take this on?
How to tackle the challenge
We use place-branding to solve place elasticity.
Why take it on?
How to create your own placebrand
Process
Define the
Place Experience0302 Understand your
Best Guest01 Envision with your
Stakeholders
Market from the “Best Guest”
bull’s eye, then move out0605 Engage stakeholders
in development + mgmt04 Articulate your
brand
Phase 1: Define
Phase 2: Deliver
Phase 2: DeliverHow can we deliver it consistently?
Phase 1: DefineWhat is our desired Place Experience?
Manage
Market
Local/regional government
Destination Marketing Orgs
Local businesses
Tourism partners (First Nations, Land Owners, etc),
Target Audiences
Brand Platform
Messaging
Integrated marketing
How we’ll make it happen
The PlaceExperience
(PX)
Natural environment
Built environment/product
Culture & heritage
People (residents & visitors)
Align the stakeholders
Align the marketing
Envision with your stakeholders
Origin Place Branding
01 Engage your Stakeholders
03 Defining the
Place Experience02 Understanding
our Customer
Engage your
Stakeholders01
Process
05 Engage stakeholders
in development + mgmt04 Articulate your
brand06 Market from the “Best Guest”
bull’s eye, then move out
− Gather a group with skin in the game, gain their commitment
− Develop your vision and values
− Envision your product
− Determine your unique positioning (vis a vis the competition)
− Craft your story
Origin Place Branding
Understand your best guest
02 Understanding our Best Guest
Process
− Gather research and consumer trends
− Ask stakeholders for anecdotal Insights
− Develop a persona of your “best guest”
03 Defining the
Place Experience02 Understanding
our Customer
Engage your
Stakeholders01 05 Engage stakeholders
in development + mgmt04 Articulate your
brand06 Market from the “Best Guest”
bull’s eye, then move out
Define the Place Experience
Origin Place Branding
03 Defining the Place Experience
Process
− Align who you are with who you want
− Identify the experiences in that perfect match
− Discuss product and experience development
− Map your future product / experience into the future
03 Defining the
Place Experience02 Understanding
our Customer
Engage your
Stakeholders01 05 Engage stakeholders
in development + mgmt04 Articulate your
brand06 Market from the “Best Guest”
bull’s eye, then move out
Origin Place Branding
Articulate your brand
04 Brand Articulation
Process
− Establish your messages
− Determine what you “look like”
− Engage your content creators
− Work with your DMO
03 Defining the
Place Experience02 Understanding
our Customer
Engage your
Stakeholders01 05 Engage stakeholders
in development + mgmt04 Articulate your
brand06 Market from the “Best Guest”
bull’s eye, then move out
Origin Place Branding
Engage stakeholders in development and management
05 Engage your stakeholders in development and management
Process
− Map your action plan
− Assign responsibilities
− Create collaborations
− Revisit regularly
03 Defining the
Place Experience02 Understanding
our Customer
Engage your
Stakeholders01 05 Engage stakeholders
in development + mgmt04 Articulate your
brand06 Market from the “Best Guest”
bull’s eye, then move out
Origin Place Branding
Market to your Best Guest bulls-eye and work your way out
06 Market to your Best Guest bulls-eye and work your way out
Process
− Start focused
− Expand your markets, but only as required
− Be prepared to not be the best fit for everyone
− Celebrate your uniques
03 Defining the
Place Experience02 Understanding
our Customer
Engage your
Stakeholders01 05 Engage stakeholders
in development + mgmt04 Articulate your
brand06 Market from the “Best Guest”
bull’s eye, then move out
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