Roger Pride, Branding of DestinationsPresentation Transcript
Influencing the Reputation of Lviv – Events and Conferences Roger Pride Managing Director Cardiff & CoCardiff & CoInvestors:
A Bit About Me • Currently Managing Director of Cardiff & Co – The Place Marketing Agency For Cardiff • Formerly Marketing Director for Welsh Government. • Board of Ryder Cup Wales • Board of Chartered Institute of Marketing Wales • Joint editor 3 Editions of “Destination Branding” • Developed Marketing and Branding Strategies for Cities , Regions and Countries.
Cardiff – Capital City of Wales
Today we will Cover• How Competition between Cities is Forcing Change• The Quest for Differentiation• Beyond Traditional Branding• Influencing Reputation• The Role of Social Media.• The new currency “talkbility” and “shareability”• “Let the People Speak”• The Power of the Story
“If you build a place people want to visit, you build a place where people want to live. If you build a place where people want to live, youll build a place where people want to work. If you build a place where people want to work, youll build a place where business has to be. And if you build a place where business has to be, youll build a place where people have to visit.”Maura Gast, Destination Marketing Association International
Why Brand a Place?
Global Competition • 500 regions + 105,000 towns / cities competing. • investment, talent, tourists, scholars • Intensive competition • Search for city differentiation key
Positioning and Branding “Positioning and branding now the essential tool and vehicle for the successful city” Jim Dachin Vice President. Grand Lyon
Can a City Be a Brand?
This is not a brand.This is not a Brand.
It’s not even a distinctive logo.
A Chance for the City to ask.• Who are we?• How are we different?,• What do we stand for?
“A place is an experience, and not a brand”
Difficult to Compete on….• Accessibility• Knowledge• Price New Role for Sense of Place
The Identity Premium
Where would you Put your savings? Where would you put Your Savings?
What Characterizes a Place?• Its History• Its Geography• The Language [s]• Its Icons• Its Culture and Traditions• The People• The things that no other Place has.
Place Branding must have solid Foundations Profitability Reputation Pride / Belief
“Destinations that identify and devote proper resources to buildinga strong reputationattract more tourists, more business investment and when theprice is right, sell moreproducts. .......... Destinations, like businesses, need to payattention to their reputation,”Kasper Nielsen, Executive Partner of Reputation Institute.
Key Reputation Factors• beautiful city• safe environment• wide range of appealing experiences, including food, sport, architecture, and entertainment• well-respected leaders• progressive social, economic, and environmental policies. Source: Reputation Institute
Top 5 Cities by reputation.1. Vancouver2. Vienna3. Sydney4. Copenhagen5. Oslo.
City Attributes Enhance The Product Brand Country Brand Product BrandProduct Attributes Enhance The City Brand
Marketing Cardiff to the World Marketing A Place to the World Owned Media Bought Media Earned MediaIts about TALKABILITY – getting LVIV talked about positivelyAnd SHAREABILITY – encouraging people to share theirexperiences of LVIV
The Power of Stories
Let The City and the People Speak • Involve the creative industries; • Allow ‘new’ voices to influence; • Find creative means to deliver the message; • Allow creativity and innovation to flourish across the city.
Key elements of a City Marketing Plan• Trial – We need to focus on attracting visitors and decision makers to the City for the first time. We need to harness all of the opportunities to encourage trial. This includes conferences, events, offers and familiarisation programmes• Recommendation - If the initial experience of a City is positive, those visiting and those with an affinity to the City are more likely to recommend it to other people. City role is to encourage and facilitate this recommendation and endorsement through digital and social media , press relations, and ambassador networks.• Collaboration – Many organisations in the private and public sectors have an important role to play in the marketing of any City .It is vital to build collaboration through partnerships with our stakeholders, the public and private sector and the people who live in the City.
Challenger Brands… • Break with Convention. • Are based on ideas. • Have a point of view …… strong belief system. • Take reasonable risks • Get more out of their paid for work
The Key Principles of Challenger Branding • Break with Immediate Past
The Key Principles of Challenger Branding • Build a Lighthouse Identity
The Key Principles of Challenger Branding • Lead the thinking in your Category
The Key Principles of Challenger Branding • Get more out of your Advertising and Publicity
The Key Principles of Challenger Branding • Believe in the Power Of Ideas
The Key Principles of Challenger Branding• Turn Tedia to Media
The Key Principles of Challenger Branding BrandConsumer Sector/market
The Key Principles of Challenger BrandingThink outside the Triangle