Destination Marketing...Is it Relevant Today

Tourism is the worst affected during the pandemic onslaught of covid 19. The industry suffered losses across the sectors and briefly it came back on the last quarter of 2020 and again the flight ban due to the resurgence of Covid 19 has put a leash on the leap of the industry.

Tourism has the potential to be the sunrise industry once the vaccination covers most of the global population. In this scenario let’s take a look at the marketing in terms of destinations and how to do it effectively.

Understand the brand and stay true to it. 

Twenty years ago, before The Lord of the Rings film trilogy elevated New Zealand as a fantasy destination, the country was struggling to set itself apart from Australia. In-depth interviews, focus groups, and surveys revealed that New Zealand could appeal to a specific stripe of unpretentious traveler—one who values adventure, freedom, and nature.

The resulting “100% Pure New Zealand” campaign—which targeted travelers in the United States, Germany, United Kingdom, Australia, and Singapore—helped boost tourist visits by 50 percent from 1999 to 2005. New Zealand couldn’t have achieved that success if it lacked the goods to support the image of raw serenity it presented to the world; yet it took a concerted marketing effort that highlighted these elements in an attractive way to succeed.

Prepare to invest money and time. 

Ten years ago, South Korea set out to remove the “Korean Discount” on its exports and raise its standing on the world stage. Armed with a $74 million branding fund, the President’s Council on Nation Branding began a multiprong effort in 2009 to position South Korea as an important global player, showcase its welcoming culture, and boost quality perceptions of its products and entertainment content.

Over five years, South Korea increased aid and volunteer work abroad, hosted the G-20 Summit, promoted Korean language education, and even advanced the image of its national sport, Taekwondo.

Think virally and socially.

When New York City sought to bring back fleeing companies during its 1970s financial crisis, bank marketer turned public servant Bill Doyle knew he had to bring tourists back first to dispel the city’s "Taxi Driver" image of grit and danger. His team created the iconic "I (heart) NY" slogan and encouraged companies to print it on everything from T-shirts to flags, making it instantly ubiquitous. The warm heart and bold typeface stoked positivity, and along with a series of events and clever ad campaigns tied to this theme, helped lift tourism spending long after its initial launch. And by emphasizing how the city had embraced a pro-business mindset, New York City was once again a magnet for companies.

With its targeting capabilities, relatively low cost, and vast reach, social media has become an essential marketing channel, especially for those trying to reach young consumers.

The branding messages need to be CRED they are:

Credible. The qualities a country promotes must reflect reality. Spain’s legalisation of same-sex marriage in 2005 reinforced the country’s shift to a liberal image, which reflects three decades of secularisation after the death of dictator Francisco Franco.

Relevant. Governments can’t sway the opinion of a disinterested audience. The imagery and associations of the place need to matter to the targeted audience. A branding campaign that highlights France’s beautiful countryside and rich cheeses won’t resonate with tech entrepreneurs.

Enduring. Building a brand around renewable energy might not stick if oil prices fall for a sustained period or a pro-coal leader takes power, but the unique essence of a city never fades and should form the backbone of the branding effort.

Different. The brand needs to stake out a position that allows it to stand out relative to other regions. A Caribbean nation might need to highlight its luxury amenities or access to water sports to stand out among its island neighbours.

Brand strategy alone can’t typically overcome controversial policies or unpopular leaders, or make an oppressive regime seem tolerant. There’s also a fine line between influential outreach and propaganda that leaves audiences feeling manipulated.

However, the right branding can radically improve a country’s fortunes and diplomacy by adding powerful dimensions to its image, triggering ripples that flow down to major industries, companies, and residents. And tapping into consumers’ deepest aspirations can pay off for decades to come—consider Apple.

“If I'm using Apple, I'm thinking, ‘I’m different.

 If I am visiting Kerala I am going to God’s Own country  , Is it ?