Destination 			Branding<br />Louisiana<br />MoritzTrollmann<br />KarolinaKaleta<br />KatrinZantis<br />Marianne Wollring<b...
Introduction<br />Marketing aspects: Image, Brand, Positioning, vision<br />Strategic management stages<br />Destination c...
Louisiana<br />
Capital: Baton Rouge<br />Biggest city: New Orleans<br />Population: 4,400,000 <br />languages: English, French<br />Basic...
Images of Louisiana<br />
Brand has been damaged by negative media coverage <br />New Orleans has been displayed as flooded, broken, unsafe, unhealt...
Rebuild Louisiana to worldwide preeminence as a top tourist destination in the minds of regional, national and internation...
My Louisiana Campaign<br />
My Louisiana Campaign<br />
Targets:<br />Adults– age 25-54<br />Household Income of $40,000+<br />Frequent domestic travelers 4+ times/year<br />Matu...
1. SWOT Analysis<br />2. Characteristics<br />3. Key Concept<br />4. Slogan<br />4-Stage Management Approach<br />
Strength: culture, history, Mississippi, Music, food<br />Weaknesses: smallstate, climatic, belowsealevel<br />SWOT Analys...
Opportunities: cultural& culinarytourism (graph)<br />Threats: 11.9.01, Katrina&Rita, financialcrisis<br />SWOT<br />
Festivals<br />History<br />Mississippi<br />New Orleans<br />Music<br />Plantations<br />2. Characteristics<br />
„Destination ofcultures“<br />„Destination ofdifferences“<br />„Culinarydestination“<br />„Destination forthesenses“<br />...
1997: „Louisiana. Comeasyouare. Leave Different.“<br />2006: „Come fall in lovewith Louisiana all overagain“<br />2008: „M...
High emotional pull<br />Moderate celebrityvalue<br />DestinationCelebrity Matrix<br />
Destination Brand Fashion curve<br />
Destination Brand Fashion Curve<br />
Brand Benefit Pyramid<br />
Level 1<br />
Historical Sites<br />Festivals/Events<br />Culinary<br />Level 2<br />
History: knowledge, learning,  social <br />Being part of Louisiana’s life   <br />Feel entertained <br />Feel queasy duri...
Durable > touchable history<br />Wide range of activities and attractions<br />Level 5<br />Distinctive and diversified br...
Strong emotional brand<br />Focus and promotion of strengths while fighting threats<br />Economiccrysis and limitedfuturef...
Questions ?<br />Thankyouforyourattention<br />
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Case 4 sample

  1. 1. Destination Branding<br />Louisiana<br />MoritzTrollmann<br />KarolinaKaleta<br />KatrinZantis<br />Marianne Wollring<br />
  2. 2. Introduction<br />Marketing aspects: Image, Brand, Positioning, vision<br />Strategic management stages<br />Destination celebrity matrix<br />Destination brand fashion curve<br />Destination brand benefit pyramid<br />Content:<br />
  3. 3. Louisiana<br />
  4. 4. Capital: Baton Rouge<br />Biggest city: New Orleans<br />Population: 4,400,000 <br />languages: English, French<br />Basic facts<br />
  5. 5. Images of Louisiana<br />
  6. 6. Brand has been damaged by negative media coverage <br />New Orleans has been displayed as flooded, broken, unsafe, unhealthy and deserted<br />=> replace negative images with images people know and like<br />=> people need to be able to identify themselves with the brand Louisiana<br />Brand<br />
  7. 7. Rebuild Louisiana to worldwide preeminence as a top tourist destination in the minds of regional, national and international leisure travelers. place to have a meeting, have fun, learn about our culture and discover our unique heritage<br />Vision<br />
  8. 8. My Louisiana Campaign<br />
  9. 9. My Louisiana Campaign<br />
  10. 10. Targets:<br />Adults– age 25-54<br />Household Income of $40,000+<br />Frequent domestic travelers 4+ times/year<br />Mature Market, Multicultural Market, Key International Markets<br />=> Rich diversification from business, nature, leisure, casino, party, culture -tourism<br />Positioning<br />
  11. 11. 1. SWOT Analysis<br />2. Characteristics<br />3. Key Concept<br />4. Slogan<br />4-Stage Management Approach<br />
  12. 12. Strength: culture, history, Mississippi, Music, food<br />Weaknesses: smallstate, climatic, belowsealevel<br />SWOT Analysis<br />
  13. 13. Opportunities: cultural& culinarytourism (graph)<br />Threats: 11.9.01, Katrina&Rita, financialcrisis<br />SWOT<br />
  14. 14. Festivals<br />History<br />Mississippi<br />New Orleans<br />Music<br />Plantations<br />2. Characteristics<br />
  15. 15. „Destination ofcultures“<br />„Destination ofdifferences“<br />„Culinarydestination“<br />„Destination forthesenses“<br />3. Key concepts<br />
  16. 16. 1997: „Louisiana. Comeasyouare. Leave Different.“<br />2006: „Come fall in lovewith Louisiana all overagain“<br />2008: „My Louisiana“ (show ad)<br />4. Slogan<br />
  17. 17. High emotional pull<br />Moderate celebrityvalue<br />DestinationCelebrity Matrix<br />
  18. 18. Destination Brand Fashion curve<br />
  19. 19. Destination Brand Fashion Curve<br />
  20. 20. Brand Benefit Pyramid<br />
  21. 21. Level 1<br />
  22. 22. Historical Sites<br />Festivals/Events<br />Culinary<br />Level 2<br />
  23. 23. History: knowledge, learning, social <br />Being part of Louisiana’s life <br />Feel entertained <br />Feel queasy during the Hurricane Katarina trip <br />May feel anxious because of Voodoo magic<br />Feel overwhelmed<br />Level 3<br />
  24. 24. Durable > touchable history<br />Wide range of activities and attractions<br />Level 5<br />Distinctive and diversified brand<br />competitive<br />Flexibility of positioning<br />Level 4<br />
  25. 25. Strong emotional brand<br />Focus and promotion of strengths while fighting threats<br />Economiccrysis and limitedfuturefunding are challenges<br />Conclusion<br />
  26. 26. Questions ?<br />Thankyouforyourattention<br />
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