T2L1234

• Destination branding


  Identifying the destination's strongest and most competitively appealing assets in the eyes of its prospective visitors, building a story from these that makes the destination stand out above its competitors, and running this narrative consistently through all marketing communications
• A destination brand cannot be created. People in the destination play a part in contributing to the tourism brand values, experience, reputation, and mindset.
• Inspired by Iceland


  • After the eruption of the Eyjafjallajökul volcano in 2010, Iceland's reputation as a tourism destination plummeted. To provoke visitors the government launched the "Inspired by Iceland" brand to remind travellers that Iceland was still worth visiting. One of the first campaigns released after the eruption was Iceland Hour, which exploited Iceland's best assets from residents to celebrities. Stories erupted on social media leading to a reported 22 million testimonials within 10 weeks of launching and has allowed the country to emerge from devastation to success. #LooksLikeYouNeedIceland
• VisitBritain


  • Britain partnered with James Bond for the movie Skyfall which a separate page was created to showcase all the iconic landmarks and locations in the movie, giving travellers and fans of the movie franchise a complete tour guide. The "Paddington is Great" capitalised on Great Britain's loveable bear and invited visitors to "see Britain through Paddington's eyes."
• Inspired by Columbia


  • For the past 30 years, British Columbia has used the slogan, "Super, Natural British Columbia" The brand promises that "from massive mountain ranges and windswept beaches to rainforests overflowing with life, discover how BC's diverse landscapes shape our people and culture." With nature and the love for the outdoors being at the core essence of their brand, the custom font personifies and invokes their brand promise: "wild at heart".
• Inspired by Paris


  • To achieve such a high ranking, Paris had to not only already be one of the best-known cities in the world, it also had to embrace its existing reputation as a popular tourist destination with attractions and a rich local culture.
• Inspired by Costa Rica


  • Costa Rica has propelled itself on to the global stage as the Best Place Brand of the Year by the City Nation Place Global Forum in 2019. Costa Rica refers "to a small, concentrated country, full of a unique added value through its talented people."
• Such campaigns are developed as part of a branding process used to whip up feelings about a place. These so-called "place branding" efforts can gather communities around whichever ideas matter most to these people, whether they are social, economic, or even environmental.
• Developing a place brand can be complex and challenging, but also immensely rewarding.
• People Make Glasgow


  • An example of a flexible place brand that can be associated with a wide range of assets and activities.
• A place brand doesn't have to convey a straight, positive message about an area, town or city, it can also be connected to specific challenges.
• Inspired by Iceland


  • The country launched a "premium tap water" brand in 2019 to encourage residents and visitors to go plastic-free while in Iceland by drinking its tap water.
• Two big challenges of place branding


  • The playing field is vast, and it's hardly level. Some places are already cool (or comfortable) while others simply aspire to be. The old capitals have lost their importance, and small cities are increasingly the places to be.
  • A place is a truly immersive experience, and its reputation depends on its natural and cultural attractions, leaders, cheerleaders, visitors, marketing strategies, and specifics of day-to-day life.
• Place branding


  Selling a destination or company and giving it some catchy promotion
• Place doing


  Makes actions speak louder than logos