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Social Media Strategy Destination Branding

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The training and support presentation for the Social Media Strategy presented by GIZ for the MIERA Project in Malawi

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Social Media Strategy Destination Branding

  1. 1. © Consortium: Particip /mascontour GmbH TRAINING MANUAL: ACCOMMODATION MODULE 1: DESTINATION BRANDING April 2019 Consortium: Particip/mascontour GmbH
  2. 2. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Destination Branding Welcome 
  3. 3. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH ESSENTIAL REFLECTION Training Manual: Accommodation_Destination Branding Basis of your social media strategy How do we stand out from the rest of the world? What are we offering? What do our main markets want? 1 2
  4. 4. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH KEEP IN MIND Training Manual: Accommodation_Destination Branding 1 2 3 Positioning – TOP OF MIND Marketing Sales
  5. 5. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Destination Branding The destination Cape Maclear is used as an example to apply the process of destination branding and social media strategy!
  6. 6. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Increasing number and an increasing interchangeability of tourism destinations with similar offers Increasingly difficult to stand out from the competition „Charge“ your destination or tourism offers with an emotional value or an attitude towards life Brand you destination and define a unique selling proposition (USP)
  7. 7. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Advantages of branding and an USP Having a clear identity Being clearly recognized Giving an orientation Having a clear profile Differentiating oneself Having a certain promise Transporting specific content
  8. 8. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Defining your personality How are we?Who are we? What are special attitudes and characteristics? What do we stand for? What are our values? What is the essence of the destination? What makes us UNIQUE?
  9. 9. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Defining your value / service proposition What do we offer to our our tourists? Why should tourists choose Cape Maclear over other destinations? What are our special competencies? Who else is doing what we do and how could we be more unique? What makes us different from other destinations? What advantages do tourists have to come here? What is the tourists' opinion of the destination? What makes us UNIQUE?
  10. 10. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING What makes Cape Maclear unique? What is the essence of the destination? What triggers tourists to visit Cape Maclear? What is the tourists' opinion of the destination? For inspiration CAPE MACLEAR 1 2
  11. 11. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING What is your opinion? For inspiration VIBE OF CAPE MACLEAR EASY-GOING PLACE TO BECAPEMACLEAR THE BEST OF ALL MALAWI IN ONE PLACE UNDISCOVERED WORLD HERITAGE SITE MAKE ME WANT TO COME FUN FOOD ADVENTURE STAND-BY • BUDGET TRAVEL - NOT CHEAP • WHO ARE WE NOT TRYING TO ATTRACT 3
  12. 12. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Yes, Cape Maclear is a sun & beach destination – BUT WHAT MAKES IT DIFFERENT? How does “SMELL”, “TASTE” and “FEEL” being here? Do you associate anything special with Sun & Beach in Cape Maclear? What symbols come into your mind thinking about Cape Maclear?
  13. 13. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING What makes us different from other regions within Malawi? What makes it different from other countries? Why should tourists choose Cape Maclear over other destinations? What in particular do we offer? What is our special service proposition?
  14. 14. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING WATER: TROPICAL – WARM – CELAR – DEEP – FRESH SURPRISE: LOOKS LIKE CARIBBEAN IN AFRICA AFRICAN OASIS FISH – CICHLIDS – MBUNA For inspiration LITTLE PARADISE HIKING
  15. 15. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING CYCLING NATIONAL PARKS HIKING NATURE ADVENTURE EXPERIENTIAL TRAVEL WILDLIFE-/ BIRDWATCHING IMMERSION For inspiration
  16. 16. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING NICE COMMUNITY, NICE PEOPLE VILLAGE LIFE FEEL THE WARM HEART OF AFRICA EASY VILLAGE TO FEEL WELCOMED IN RELAXED SMILING PEOPLE For inspiration
  17. 17. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING CREATIVE PEOPLE SUSTAINABILITY ECO-FOCUS COMMUNITY For inspiration FRIENDLY
  18. 18. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH IMPRINT Training Manual: Accommodation_Destination Branding SUBMITTED BY Particip GmbH Head of Unit: Thomas Keck Project Manager: Saraí Peña Merzhauser Straße 183 79100 Freiburg, Germany Phone: +49 (0)761 790 74 0 Fax: +49 (0)761 790 74 90 E-Mail: info@particip.de Internet: www.particip.de PREPARED BY mascontour GmbH Managing Director: Matthias Beyer Schwiebusser Straße 9 10965 Berlin, Germany Phone: +49 (0)30 61 62 57 47 Skype: mascontour E-Mail: beyer@mascontour.info Internet: www.mascontour.info ELABORATED FOR Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ GmbH) Programme “More Income and Employment in Rural Areas” (MIERA) – Malawi DATE April 2019

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