The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
This was my team's (very enjoyable) masters thesis topic during our MSc Entrepreneurship at Lund University in Sweden. Starting from several concept ideas ranging from wine sealed in a glass, to vacuum sealed individual portion meat multi-packaging to a quit smoking phone app. We landed on this educational wine packaging concept. This was my last agribusiness focussed role before a career change toward the energy sector and renewable energy where I see massive change and opportunity ahead. I led the Speakeasy wine flights project and it took me to London, Burgundy, Dusseldorf and finally a wine importing role in China where, based on some wine education and knowledge I was given the lofty title of Chief Wine Consultant. I liked one Chinese wine import company I met at ProWein in Dusseldorf and shared the idea with them knowing that we could not get IP on the product and that the Chinese don't hesitate when it comes to implementation, and they didnt, by the time I arrived a few months later they were already manufacturing and selling a version of it, which was both a surprise and a pleasure to see. You can see a few amatuer videos of that here;
http://tinyurl.com/Speakeasy-wine-flights-China
In China I learned that a) the Chinese are relentless, b) I cannot drink that much, and c) while the Brits may scorn the mixing of fine wine with soft drink in China to make it more palatable, the Chinese are similarly bewildered by the idea of mixing milk with tea.
Effective Communication To Promote Values-based (Islamic) TourismDinarStandard
The business-case for tourism geared towards Muslims globally is being made by the growing tourism spending ($137 billion in outbound expenditure in 2012) by this audience with increasing demand of faith-driven consumer needs Halal food, prayer requirements, etc...). OIC destinations are key beneficiaries of this opportunity. However key questions remain on how best to address this market but not lose other audiences the OIC markets are interested in? Based on the acknowledgement of diversity in Muslim tourist customer needs as well as disctinct nature of OIC/Non-OIC destinations, the presentation gives key recommendations in regards to effectively communicating the Muslim travel market opportunity.
This was my team's (very enjoyable) masters thesis topic during our MSc Entrepreneurship at Lund University in Sweden. Starting from several concept ideas ranging from wine sealed in a glass, to vacuum sealed individual portion meat multi-packaging to a quit smoking phone app. We landed on this educational wine packaging concept. This was my last agribusiness focussed role before a career change toward the energy sector and renewable energy where I see massive change and opportunity ahead. I led the Speakeasy wine flights project and it took me to London, Burgundy, Dusseldorf and finally a wine importing role in China where, based on some wine education and knowledge I was given the lofty title of Chief Wine Consultant. I liked one Chinese wine import company I met at ProWein in Dusseldorf and shared the idea with them knowing that we could not get IP on the product and that the Chinese don't hesitate when it comes to implementation, and they didnt, by the time I arrived a few months later they were already manufacturing and selling a version of it, which was both a surprise and a pleasure to see. You can see a few amatuer videos of that here;
http://tinyurl.com/Speakeasy-wine-flights-China
In China I learned that a) the Chinese are relentless, b) I cannot drink that much, and c) while the Brits may scorn the mixing of fine wine with soft drink in China to make it more palatable, the Chinese are similarly bewildered by the idea of mixing milk with tea.
Effective Communication To Promote Values-based (Islamic) TourismDinarStandard
The business-case for tourism geared towards Muslims globally is being made by the growing tourism spending ($137 billion in outbound expenditure in 2012) by this audience with increasing demand of faith-driven consumer needs Halal food, prayer requirements, etc...). OIC destinations are key beneficiaries of this opportunity. However key questions remain on how best to address this market but not lose other audiences the OIC markets are interested in? Based on the acknowledgement of diversity in Muslim tourist customer needs as well as disctinct nature of OIC/Non-OIC destinations, the presentation gives key recommendations in regards to effectively communicating the Muslim travel market opportunity.
The features of the global marketing of luxury products (on the example of lo...diana_vardanyan
Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market.
1 part
was studied the international marketing strategies
were identified the features of of the global marketing of luxury products
2 part
was examined the activity of a conglomerate LVMH
was analyzed the market for luxury goods and the competitive environment
3 part
were developed recommendations for the company Louis Vuitton in global marketing
were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods
Barbados Agritourism Policy Setting Workshop 2019
Policy setting for improved linkages between agriculture, trade and tourism: Strengthening the local agrifood sector and promoting healthy food in agritourism.
Workshop organised by the Government of Barbados
In collaboration with CABA, CTA, IICA, CTO, CHTA, CDB
Courtyard by Marriott Hotel, Barbados, 27 & 28 March 2019
Main mistakes made by Disney coming to Europe with the aim of establishing a new enterprise headquarters.
With this presentation, we try to explain which would be key factors to be considered in future times.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The features of the global marketing of luxury products (on the example of lo...diana_vardanyan
Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market.
1 part
was studied the international marketing strategies
were identified the features of of the global marketing of luxury products
2 part
was examined the activity of a conglomerate LVMH
was analyzed the market for luxury goods and the competitive environment
3 part
were developed recommendations for the company Louis Vuitton in global marketing
were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods
Barbados Agritourism Policy Setting Workshop 2019
Policy setting for improved linkages between agriculture, trade and tourism: Strengthening the local agrifood sector and promoting healthy food in agritourism.
Workshop organised by the Government of Barbados
In collaboration with CABA, CTA, IICA, CTO, CHTA, CDB
Courtyard by Marriott Hotel, Barbados, 27 & 28 March 2019
Main mistakes made by Disney coming to Europe with the aim of establishing a new enterprise headquarters.
With this presentation, we try to explain which would be key factors to be considered in future times.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
The International Conference on Marketing in Tourism AdCamp 2016
Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.
Tourism and hospitality: Create an online accommodation booking process112Motion
Harmony4Tourism supports the online booking process for accommodations. By showing screen shots (UI), the actual process is presented step-by-step. Additional features:
(1) party composition data (all traveler details)
(2) customer support/service desk in case accommodations are "sold out"
(3) availability file complies with XFT (eXchange For Travel) standard
The presentation also contains some examples of the configuration (rules, decision tables, UI dialogs and expressions).
This process was created with "zero" coding
The Benefits of City and Regional Branding - Presentation to Local Authoritie...Malcolm Allan
This is the presentation I gave at Gardermoen Airport in Oslo in June 2014 to the mayors of the Oslo City region on the benefits of city and region branding and the important role that regional airports can play in brand development and promotion.
British Columbia's Gold Rush Trail Workshop Series Presentation June 9 12, 2015Tourism Cafe Canada
This document provides the slides used in the June 9 - 12, 2015 workshop series on the BC Gold Rush Trail Project. It is provided for a review from those who attend, and to share with those unable to attend the focus of the workshop. Thanks go to the project sponsors: Heritage BC, the Cariboo Chilcotin Coast Tourism Association (CCCTA) and Destination British Columbia (DBC), New Pathways to Gold, Yale Historic Site, Cottonwood House Historic Site, the Village of Lillooet, and District of 100 Mile House. Through their collaboration, this project is able to continue on its journey to increasing the visitor appeal and opportunities along this historic trail in British Columbia.
Manual for Training course on Tourism Product Development and Good Marketing ...duanesrt
From July 14th to 18th, 2014, a Training Course on Tourism Product Development and Good Marketing Practices was organised by the ESRT Programme in Vung Tau city.
This training course has been developed to provide tourism administrators from governmental agencies and Southern provincial Departments of Culture, Sports and Tourism with a deeper understanding and basic practice skills on market, process of tourism product development and marketing planning, which can be taken into their daily work.
Individual Assignment as a part of the brand management course taught by Prof. Sameer Mathur at IIM Lucknow to understand brand extensions of the 'Virgin' brand.
Solomon Islands Agritourism Policy Setting Workshop 2017
Policy setting for improved linkages between agriculture, trade and tourism: Strengthening the local agrifood sector and promoting healthy food in agritourism
Workshop organised by the Government of Solomon Islands
in collaboration with PIPSO, SPTO, CTA, IFAD, SPC
Honiara, Solomon Islands, 21 – 22 November 2017
A great example of how to impress sponsors by demonstrating recent partnership success stories. Results, positive testimonials, across several sponsor categories, with visuals of the sponsorship execution to support
Placematters presentation on "Experience Retail" areas and developmentsMalcolm Allan
A presentation on the concept of "Experience Retail" - destinations which are places which are a mix of retail, leisure,food and beverage, entertainment, culture, and sports facilities and services.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Marketing as a Primary Revenue Driver - Lee Levitt
Malcolm Allan ADCAMP 2016
1. Creating an experiential brand proposition for The Wild Atlantic Way
Tourism Marketing AdCamp 14th - 15th of April 2016
Malcolm Allan
2. Structure of Presentation
1. Assessment of the existing tourism offer of the west
coast of Ireland
2. Assessment of emerging drive tourism market
3. Development of an experience brand proposition
4. Identification of value experiences
5. Creating an experience brand identity
6. Marketing the experience brand proposition
7. Lessons and conclusions
4. THE CHALLENGES
Developing unifying brand proposition for a
variety of offers and experiences
• Raising awareness among international visitors
• Motivating visits by drive tourists
• Operating at a significant scale – covering
combinations of experiences along 2500km
• Unified by a compelling experience brand story
• Having ‘hero products’ at its heart
• Capable of increasing dwell-time and creating
economic benefit
5. 1. Assessment of the Existing Offer
and experience of the Atlantic coast
77. 6. WAW – Achievements & Lessons
Outcomes:
• Unifying and tailoring a previously disparate offer
under new brand
• The development of a new brand offer built upon the
experience of the wild Atlantic coast – the WAW
Proposition
• The development of a new market for the offer –
“Experience Seeking Drive Travellers”
• The design and widespread take-up of a new brand
identity for the offer of the brand proposition
• Increased visitation, dwell time and spend
78. WAW Development – Key Lessons
• Experiences are the new destinations brands
• A unified brand proposition is powerful
• A tailored market-focussed experience brand sells
• “Wild” is a powerful emotional hook
• “Atlantic” is a recognised “place”
• “Way” indicates a trail to be travelled along,
an experience to be explored
• Enable everyone to sing the same song
79. Make it easy for people
to discover your brand proposition