Marshall Manson, CEO at OgilvyUK PR gave a presentation on his experiences within travel and how he sees the industry shifting over the next few years. Presented on 6th July at Ogilvy Labs' future of travel event at Sea Containers.

1. BUILDING BRANDS FOR
DESTINATIONS

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Marshall Manson
CEO, UK
Ogilvy Public Relations
@marshallmanson
marshall.manson@ogilvy.com
TRAVEL HAS CHANGED
(BUT YOU KNOW THAT)

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SEEING NEW THINGS

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CHECKING OUT THE SITES

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MAKING NEW FRIENDS

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DESTINATIONS NEED TO TELL BRAND STORIES
More than ever before, countries have the opportunity to define how
they want to be perceived.
Countries must capitalize on areas of competitive advantage that
will lead to a powerful image and influence.
No longer can one industry drive a country’s brand – most visibly
tourism – to achieve clear differentiation.
Soon a country’s success will not be defined by its hemisphere,
but by the strength of its voice heard around the globe.

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Content needs to
resonate locally
with all your
audiences, not
just customers
SIX DIMENSIONS OF NATION BRANDING
Elevate a
destination’s
investment
potential and
untold success to
attract foreign
financial interest
Promote services
and products to
businesses and
consumers to
drive global
industry growth
Address
perception about
government
competency and
its commitment to
global issues
[e.g. security]
Share stories that
demonstrate a
nation’s heritage
and appreciation
for culture
[film, art, literature,
music, etc.]
Identify, counsel
and act in times of
crisis to swiftly
address issues
and mitigate
negative voices
Tell stories to
drive leisure and
business travellers
to experience
the destination
first hand
CRISIS & ISSUES
MANAGEMENT
TOURISM
FOREIGN
DIRECT
INVESTMENT
TRADE GOVERNANCE CULTURE

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Content needs to
resonate locally
with all your
audiences, not
just customers
SIX DIMENSIONS OF NATION BRANDING
Elevate a
destination’s
investment
potential and
untold success to
attract foreign
financial interest
Promote services
and products to
businesses and
consumers to
drive global
industry growth
Address
perception about
government
competency and
its commitment to
global issues
[e.g. security]
Share stories that
demonstrate a
nation’s heritage
and appreciation
for culture
[film, art, literature,
music, etc.]
Identify, counsel
and act in times of
crisis to swiftly
address issues
and mitigate
negative voices
Tell stories to
drive leisure and
business travellers
to experience
the destination
first hand
CRISIS & ISSUES
MANAGEMENT
TOURISM
FOREIGN
DIRECT
INVESTMENT
TRADE GOVERNANCE CULTURE

10. 10

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Content needs to
resonate locally
with all your
audiences, not
just customers
SIX DIMENSIONS OF NATION BRANDING
Elevate a
destination’s
investment
potential and
untold success to
attract foreign
financial interest
Promote services
and products to
businesses and
consumers to
drive global
industry growth
Address
perception about
government
competency and
its commitment to
global issues
[e.g. security]
Share stories that
demonstrate a
nation’s heritage
and appreciation
for culture
[film, art, literature,
music, etc.]
Identify, counsel
and act in times of
crisis to swiftly
address issues
and mitigate
negative voices
Tell stories to
drive leisure and
business travellers
to experience
the destination
first hand
CRISIS & ISSUES
MANAGEMENT
TOURISM
FOREIGN
DIRECT
INVESTMENT
TRADE GOVERNANCE CULTURE

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