The pitch: Destinations need a strong brand

By TIM ELLETT

How do you choose where to go for that special weekend away, or for your annual family holiday?

Just as with the choice of a new car or a packet of cereal, there is an emotional as well as a physical aspect to that decision, and the concept of engaging with the consumer through building a strong brand is as relevant to a destination as it is to any fast-moving consumer product.

It is about standing out from your competitors and offering something special and different while finding the most effective communication tools to build that emotional bond with your audience.

Tourism New Zealand is well aware of these issues and has built a strong destination brand for the country through the consistent positioning of "100% Pure".

The advertisements have been well conceived, but it has been the attractiveness of the proposition to its target audience (increasingly the wealthy, middle-aged, seasoned independent traveller) that has brought them here in droves.

But what about within the country? Regions compete for the tourism and investment dollar and it is just as important that they, too, position themselves as special and different and build a destination brand that is relevant to their target audience - whether it is local, regional or international. It is not easy.

There are some specific issues that destination branding has to deal with.

These fall into four categories: multiple stakeholders; limited budget; multi dimensional product; and lack of mandate. From experience it can be seen that it is the addressing of all four together that will be necessary to successfully build the brand.

Areas can work together, and by pooling resources more effective communication can be achieved.

It is not just one product or service that is on offer but many, therefore it can be difficult to find that common driver that everyone can rally behind. At this stage there is often a risk of coming up with a positioning that is bland or generic - but as with any brand building exercise this must be avoided as we are looking for what makes us special and different.

Finally, there is the problem that often there is no one person who can drive the brand building exercise. Someone needs to be given the mandate to make decisions. However, an inclusive, consultative approach will still be needed.

A challenging exercise? - yes. Worthwhile? - definitely - ask any brand owner.

* Tim Ellett is managing director of 3i Limited, an Auckland-based strategic marketing consultancy and has led destination branding projects in Jordan and the UAE.

* Email Tim Ellett

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions.
Email The Pitch.