2. 1. Destination Branding:
Some Basic Principles
2. Integrated Marketing:
Facts & Trends
3. Reputation Management:
Best Practices from US, Europe and the Case of
Athens
6. Let’s make it
clear
No single national
stakeholder has control
over all of the factors that
affect a country’s reputation
7. Let’s make it
clear
Changing a country’s image for
the better takes many years,
sometimes generations.
8.
9.
10. MIND THE GAP
In order to manage place-
brands successfully and
therefore reduce the gap
between identity and the
standardised true (or image), it
is necessary to understand the
variables that compose the
brand.
Joao R. Freire, Place-
Branding Expert
13. What is
Integration?
It’s about having all your activities (sales,
customer service, marketing, advertising,
PR, social media, etc.) aligned and
supporting one another.
14.
15. Research
shows that..
72% of consumers want to be engaged
with an integrated marketing approach, but only
39% are receiving that.
18. Facebook is not
necessarily a
Strategy
anymore..
What’s
your niche?
19. Location based services will be everywhere & part
of many marketing campaigns. Local information,
reviews, coupons, loyalty programs and more.
Near-field communication chips in mobile devices
get more common and will pave the way to the new
era of “tap & pay” commerce. NFC will be a
convenient way for you to connect, share and
react.
20.
21.
22. Welcome to Scotland app
the most technologically advanced tourism app in Europe
23. Starbucks Mobile Pay
Starbucks “Starbucks Mobile Pay” which allows users to pay for their purchases via
their mobile phone has processed more than 20 million mobile
payment transactions!
24. Demand for tablets , mainly driven by the US
market, is growing at an astonishing rate with
sales expected to surpass 300mil by 2015
from 60mil in 2011 (eMarketer.com, 2011)
33. Colonial Williamsburg
‘In fact, when I took my family to Colonial Williamsburg a few years ago, I was
fearful that I would be bored to tears. But after debating architecture with Thomas
Jefferson (I lost), eating and quaffing in a Colonial-era alehouse, watching my kids
march with the militia, and sleeping in a 300-year-old house, I felt it was one of the
best vacations we've ever had.’’
40. Canadian Tourism Commission
Online Travel Tool
Travellers can create their own online itineraries &
see real time reviews, comments, images and videos
based on recommendations and by combining
information from local users of Foursquare, Yelp and
50. Reputation Management
Lower Manhattan
new tour itineraries,
special offers at local
hotels, multimedia
advertisements, and
discounts at shops,
attractions, and the new
“Downtown Culture Pass”
Major Campaign spotlighting the
area’s remarkable recovery in
the nine years since the 9/11
attacks
51. Reputation Management
Iceland & the Volcano Ash
The campaign showed the rest of the world that
Iceland is still a safe place to visit and since the
volcano eruption began only a small percentage of
the country has been affected by the ash.
52.
53.
54.
55.
56.
57.
58.
59.
60. Stage One:
Set the Goal
to engage local people, showcase the
everyday life in Athens, promote a flavour
of true experiences and an alternative
image of the city through user generated
content.