The document discusses the evolution of destination branding and the role of destination marketing organizations (DMOs). It notes that a 2014 survey found brand marketing and destination development to be primary roles for new DMOs. Successful destinations need to deliver remarkable experiences and create a compelling brand identity. The future of DMOs will include broadened leadership roles in destination brand management, development, and expanded relationships with economic and planning stakeholders to collaborate on initiatives. This represents a transformational opportunity for DMOs to become destination managers and brand advocates in addition to marketers.

1. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
BUILDING AND PROTECTING THE DESTINATION BRAND
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DESTINATION NEXT
TRANSFORMATIONAL OPPORTUNITIES
Bruce MacMillan President/CEO Bandwidth

2. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
@bmacdfw
In a 2014 DMAI global survey, DMO leaders around the world
identified brand marketing and destination development as
the primary roles for new DMO start-ups and one of three
transformational opportunities for all DMOs in the future.
To be successful in today’s global marketplace, destinations
need leadership and management to not only deliver
remarkable physical experiences, but also to create and
sustain a uniquely compelling brand essence that manifests
at each visitor engagement point.
DestinationNEXT Phase I Report — July 2014
DESTINATION NEXT
Background

3. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
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DESTINATION NEXT
Strategic Response
The future of DMO leadership will be broadened to include
destination brand management and destination
development. DMOs will need to rethink roles, competencies
and relationships, transforming themselves to destination
managers in addition to that of destination marketers.
DMOs should forge expanded relationships with its
community’s economic development and planning
stakeholders, collaborating on common objectives and
initiatives.
DestinationNEXT Phase I Report — July 2014

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BRAND
A unique promise kept over time.
— Brian Collins, Collins
A brand is a simple mental model that represents, collectively,
what people feel, think and say about a product, service or
company, and where meaning is established over time through
consistent positive experiences and engagements.
— Elizabeth Talerman , Nucleus
BRANDING
A profession that increasingly confuses fame for mastery. And
pomposity for profundity.
— Brian Collins, Collins

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DESTINATION BRANDING
City branding refers to all the activities that are undergone with
the purpose of turning a City from a location into a destination.
Successful branding can turn a city into a place where people want
to live, work and visit.
— Robert Jones, Wolff Olins

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THE EVOLUTION OF BRANDING IN
DESTINATION MARKETING
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DESTINATION BRANDING APPROACH 1.0
Simple, central message/aggregate
approach
Trusted information broker
Exclusive proprietary knowledge
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EXPERIENCE
GOVT/
BUSINESS
STORY
DESTINATION BRANDING 1.0
MESSAGE/INFORMATION AUDIENCE
BRANDING BY INFORMATION BROADCAST
BRAND CONSTRUCT

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DESTINATION BRANDING APPROACH 2.0
Logos and taglines
Media-centric
Channel control
Information publishing
Frequency and reach
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13. @bmacdfw
DESTINATION BRANDING 2.0
INFORMATIONEXPERIENCE
GOVT/
BUSINESS
STORY
DMO
BRAND MARKETING
MESSENGER
VISITOR2
MEDIA CHANNEL
MESSAGES
DMO AS DESTINATION BRAND STORY-TELLER
AND STORY-SELLER THROUGH CHANNEL
INTERMEDIARY MANAGEMENT
TRANSACTIONS
FEEDBACK
BRAND CONSTRUCT
VISITOR1
VISITOR3

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BRAND CONSTRUCT
DESTINATION BRANDING 2.0
INFORMATIONEXPERIENCE
GOVT/
BUSINESS
STORY
DMO
BRAND MARKETING
MESSENGER
VISITOR
EXPERIENCE2
STORY2
PUBLIC
INFORMATION
INFORMATION
MEDIA CHANNEL
MESSAGES
TRANSACTIONS
FEEDBACK
INVESTOR
BUSINESS
INFORMATIONNUMBER OF STORIES, EXPERIENCES, ENGAGEMENT
POINTS AND AUDIENCES GREW BEYOND ABILITY
FOR DMO TO EFFECTIVELY MANAGE.
TRADITIONAL BRAND CONSTRUCT DISSOLVES
MANAGING THE BRAND THROUGH MARKETING
HAS BECOME COMPLEX AND EXPENSIVE IN AN
OMNI-CHANNEL WORLD.

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DISRUPTION IN DESTINATION BRANDING…
…THE DESTINATION CAN NO LONGER CONTROL
THE MESSAGE
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CUSTOMERS DRIVE THE DISRUPTION
Ubiquitous connectivity to information
Overload of choices and messages
Local business goes global
Trust in User Generated Content and social
networks
Customers want direct connections to the
brand
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21. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
BUILDING AND PROTECTING THE DESTINATION BRAND
DESTINATION NEXT TRANSFORMATIONAL
OPPORTUNITY EMERGES…
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22. @bmacdfw
The future of DMO leadership will be
broadened to include destination brand
management and destination
development. DMOs will need to rethink
roles, competencies and relationships,
transforming themselves to destination
managers in addition to that of
destination marketers.
DMOs should forge expanded relationships
with its community’s economic
development and planning stakeholders,
collaborating on common objectives and
initiatives.
DestinationNEXT Phase I Report — July 2014
@bmacdfw

23. @bmacdfw
DESTINATION NEXT BRAND
CONSTRUCT
EXPERIENCE
GOVT/
BUSINESS/
PUBLIC
STORY
NEW BRAND CONSTRUCT
INVESTOR
WORKFORCE
TRANSACTIONS
FEEDBACK
NEW BRAND CONSTRUCT EVOLVES
DMO ASSUMES ROLE AS DESTINATION EXPERIENCE
ADVOCATE AND PRODUCT DEVELOPMENT COLLABORATOR
THROUGH ONGOING STAKEHOLDER ENGAGEMENT
MARKETING
MARKETING
MARKETING
ENGAGEMENT
ENGAGEMENT
VISITOR2
VISITOR1
VISITOR3
NEW
STORIES
NEW
EXPERIENCES
NEW
PARTNERS AND
POLICIES
DMO
BRAND ADVOCATE
DESTINATION
EXPERIENCE
COLLABORATOR
ENGAGEMENT

24. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
BRAND MARKETING
MESSENGER
DMO BRAND ROLE
BRAND ADVOCATE AND
EXPERIENCE
COLLABORATOR
ENGAGES TOURISM INDUSTRY AND
MARKETPLACE ONLY ENGAGEMENT FOCUS
ENGAGES MULTIPLE INDUSTRY, COMMUNITY
AND MARKETPLACE STAKEHOLDERS
GENERATE BUSINESS TRANSACTIONS FOR
THE COMMUNITY TOURISM INDUSTRY
BUSINESS FOCUS
ENHANCE AND PROJECT A UNIQUELY
COMPELLING DESTINATION EXPERIENCE TO
GENERATE SUSTAINABLE TOURISM BUSINESS
FOR THE COMMUNITY
TOURISM AND BUSINESS EVENTS CLIENTS/
VISITORS
BRAND AUDIENCE
TARGET
TOURISM AND BUSINESS EVENTS CLIENTS/
VISITORS, INVESTORS, WORKFORCE, SPORTS
EVENT MANAGERS, FILM LOCATION SCOUTS
SHARE AND COLLECT DESTINATION AND
MARKETPLACE DATA
PRODUCT
DEVELOPMENT
SHARE AND COLLECT DESTINATION AND
MARKETPLACE DATA. CO-CREATE WITH
INDUSTRY, COMMUNITY AND MARKETPLACE
INVESTORS/PARTNERS.OPERATIONAL ROLE.
ENSURE COMPLIANCE WITH BRAND IMAGE
AND LANGUAGE GUIDELINES IN
MARKETPLACE COMMUNICATIONS
BRAND STEWARDSHIP
ENSURE LONG-TERM GROWTH AND
SUSTAINABILITY OF THE BRAND IN BOTH THE
COMMUNITY AND IN THE MARKETPLACE
DMO AS BRAND ADVOCATE
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25. @bmacdfw
BENEFITS OF BRAND ADVOCATE ROLE
Expanded focus on the overall destination
experience, not just the message, helps
build short and long-term business
sustainability
Consistent and integrated projection of the
destination experience and essence
DMO positioned as leader in bringing
community and marketplace stakeholders
together
Expanded community visibility for DMO’s
community value contributions
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26. CHALLENGES OF BRAND ADVOCATE ROLE
Expanded scope of focus in the community
Requires non-traditional DMO skill sets
Long-term performance measurement horizon
Non-transactional success measures
Product development could require additional
business risk
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ACTIVATION STRATEGIES
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TOP ACTIVATION STRATEGIES
3. PLAY CENTRAL ROLE IN ADVOCACY FOR
DESTINATION
5. CONNECT VISITOR EXPERIENCE WITH
QUALITY OF LIFE OF RESIDENTS
11. GREATER ROLE AS CULTURAL CHAMPION
OF DESTINATION
14. PARTICIPATE IN BUILDING PLATFORMS FOR
THE VISITOR EXPERIENCE
15. BALANCE NEED FOR GROWTH WITH
RESPONSIBLE AND SUSTAINABLE
DEVELOPMENT
16. PLAY A GREATER ROLE IN POLICY AND
PRODUCT DEVELOPMENT
19. MY NATIONAL TOURISM ORGANIZATION
WILL ENCOURAGE LOCAL BRANDS
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29. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
BRUSSELS
Brand Advocacy
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30. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
GUAM
Brand Advocacy/Destination Sustainability
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31. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
GRAPEVINE
Product Development
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32. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
BEVERLY HILLS
Thought-Leadership
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33. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
NEW ORLEANS
Connecting Tourism to Community Quality of Life
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34. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
VANCOUVER
Responsible and Sustainable Development
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35. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
SYDNEY
Brand Integration with Economic Development
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36. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS
BUILDING AND PROTECTING THE DESTINATION BRAND
@bmacdfw
DESTINATION NEXT
TRANSFORMATIONAL OPPORTUNITIES
Bruce MacMillan President/CEO Bandwidth