MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS TOURISM VICTORIA CASE STUDY Michael Hauser eMarketing Manager, Tourism Victoria

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS TOURISM VICTORIA’S BRAND

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS TOURISM VICTORIA’S BRAND

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Fonts & Logos

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Foreign Variants

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Multiple Brands

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Multiple Agencies

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – New trends

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Lose yourself in Melbourne Campaign

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - TVC

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Print

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Website

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Display

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - eDM

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - SEM

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign – Web 2.0

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - eNews

MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Mobile

Who should be ultimately responsible for managing brand consistency? A: The Agency/Agencies B: The Client C: Both