MANAGING YOUR PLACE BRAND Story Across Multiple Media Research Summary Best Practices DMO Insights
With You Today Virginia Haley Andrew O’Connor Chris Adams Senior Manager, Content Head of Research and Insights President, Marketing, Destination DC Miles Partnership Visit Sarasota
Insights from Travel el Br Brands ands
Managing your Place Brand Across Multiple Platforms 1. Media Research 2. Examples of Innovation Today’s Session Session 3. 5 Challenges & Opportunities 4. Sarasota & Washington Insights 5. Q&A - Discussions
SLIDES, WHITE PAPER, RESEARCH: https://budurl.me/PlaceBrand
Research on Media Use by US Travelers o State of the American Traveler research Sept. 2008 – 2018 o Conducted by R US Traveler Destination Analysts Media Usa Media Usage ge quarterly o Sample of 2,000 US leisure travelers o Insights on media use by US leisure travelers
Growth Digital Resources in Travel Planning: 2008 - 2016 80% Mobile phones UGC Social Media 70% 60% 50% 40% 30% 20% 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Oct 2008 2009 2009 2010 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2016 Source: State of the American Traveler by Destination Analysts 2008 - 2016
Print Used in Travel Planning: 2008 - 2018 80% Print resources 70% 60% 50% 40% 30% 20% Print usage reached a record level of 54% of US travelers in October 2016 (highest level since start of research in 2006) 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Oct 2008 2009 2009 2010 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2016 Source: State of the American Traveler by Destination Analysts 2008 - 2016
All Travel Resources Used in Planning: 2008 - 2018 80% Mobile phones UGC Social Media Print resources 70% 60% 50% 40% 30% 20% 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Oct 2008 2009 2009 2010 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2016 Source: State of the American Traveler by Destination Analysts 2008 - 2016
2014- 2018 : Hyper Informed Traveler 23% 57% Right Content 33% 53% Multi Multi Media Media 57% 62% 36% Source: State of the American Traveler, 2017 Winter, Spring & Summer Editions. Destination Analysts.
Traditional Word of Mouth Still Rules FRIENDS R Travel Media FAMILY Trus rust & t & Use Use
FRIENDS FAMILY Base: All respondents. (2017 = 2,072 completed surveys. )
BEST PRACTICES Managing Your Place Brand
QUALITY & AUTHENTICITY Conversion Study of 13 CVBs
MULTI MEDIA CONTENT PRINT GUIDE SOCIAL MEDIA CHANNELS OFFICIAL WEBSITE
METRICS THAT MATTER Define your Signals of Intent to Travel
GLOBAL EXAMPLES Managing Your Place Brand
DMO INSIGHTS Managing Your Place Brand
DESTINATION DC WASHINGTON.ORG 32
DESTINATION DC WASHINGTON.ORG 33
Julie Kent DANCE Artistic director, The Washington Ballet Aniekan Udofia MURALS Painter and illustrator Nora Atkinson MUSEUMS Lloyd Herman Curator of Craft, Renwick Gallery Rhome Anderson, DJ Stylus MUSIC DJ and music producer Psalmayene 24 THEATER Award-winning playwright, director and actor DESTINATION DC WASHINGTON.ORG 34
Web DESTINATION DC WASHINGTON.ORG 35
Digital DESTINATION DC WASHINGTON.ORG 36
Print DESTINATION DC WASHINGTON.ORG 37
Social DESTINATION DC WASHINGTON.ORG 38
City Nation Place Americas 2018
Who is Visit Sarasota County? • Visit Sarasota County is the not for profit agency that promotes tourism for all of Sarasota County, Florida. • VSC contracts with Sarasota County Government with 30% of the funds from a Tourist Development Tax matched with private sector funds. • VSC’s FY 2018 budget with public and private sector funding is approximately $7 million.
Visit Sarasota County Re-Branding • Year-long process, research driven. • The challenge is to differentiate Sarasota from other west coast beach destinations. • Consumer market research focused on visitors but included local residents and visitors. • Create a brand image that can be adopted by the entire County.
Key Emotional Descriptors for Sarasota ¹ Hilton Head Amelia St. Pete/ Miami Naples/ Ft. Myers/ Sarasota Key West Palm Beach Tampa Island Island Clearwater Beach Marco Island Sanibel I Warm Warm Warm Warm Warm Warm Warm Warm Warm Warm Relaxing Relaxing Relaxing Relaxing Relaxing Relaxing Relaxing Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Great Great Great Great Great Great Great beaches beaches beaches beaches beaches beaches beaches Friendly Friendly Friendly Welcoming Welcoming Gorgeous Gorgeous Gorgeous Gorgeous Gorgeous Gorgeous sunsets sunsets sunsets sunsets sunsets sunsets Enjoyment Enjoyment Enjoyment Comfortable Comfortable Comfortable Comfortable Family Family Family Family oriented Oriented oriented oriented Feel at ease Outdoor Outdoor Outdoor Outdoor Outdoor activities activities activities activities activities Warmth Warmth Top 13 emotional descriptors for Sarasota. This table also shows when Sarasota’s emotional descriptors are in other destinations’ top 13 descriptors. 42 For example, “warm” is in all destinations top 13 emotional descriptors.
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Digital Ads
Out-of-Home *High Impact Wallscapes *Transit Kiosks Ads *Restaurant Mirror Clings *Underground Pathway System Video *Elevator and Lobby Video
Final Logo
1. Authentic & Focus on Quality: Brand tells the real stories of your destination 2. Targeting & Personalization: Tightly customize the message to the user Managing Your Brand 3. Multi Media: Reaching travelers through a range of Be Best P st Practice actices media types is critical 4. Integrated Content & Campaigns: messaging, imagery & measurement must be coordinated 5. Quality vs. Quantity: Focused on the metrics that matter eg: Signals of Intent to Travel
SLIDES, WHITE PAPER, RESEARCH: https://budurl.me/PlaceBrand
Questions & Answers milespartnership.com
1. Multi Media Cut Through: ‘Hyper Informed’ consumers/travelers 2. Other Voices: The Power of Influencers Place Brand 3. Crisis Communication: Managing your brand Challenges Chall enges & & when things go wrong Opportunities Opportunities 4. Place Making Brands: working across tourism, economic development, film, sports, education etc 5. Resource, Measurement & Management Challenges: how do you plan, staff, partner, measure & manage?
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