Communicating the Destination Brand (Syllabus 6.3)
Hello future Destination Marketers! This chapter is all about getting the word out. You’ve worked hard to define and build a fantastic destination brand (Topic 6.2). But a fantastic secret brand won't attract any visitors!
Here, we learn the essential step: how destinations communicate their unique identity, image, and promise to the world. Think of this as the megaphone for your destination's voice.
1. The Power of Partnership: Interdependent Stakeholders
No destination marketing campaign can succeed alone. It requires many different organisations—called stakeholders—working together like members of an orchestra, each playing their part to create a perfect symphony. The syllabus requires you to know who they are, their role, and how they collaborate.
A. Government and Official Tourism Bodies (The Leaders)
- National Tourism Organisations (NTOs): (e.g., Visit Britain, Tourism Australia)
Role: They manage the country's brand image internationally, set overall strategy, conduct large-scale research, and manage the official national website. They focus on
global awareness. - Regional Tourism Organisations: (e.g., an organisation promoting the Scottish Highlands)
Role: They focus on promoting a specific geographical region within a country, bridging the gap between national strategy and local implementation. - Local Tourism Organisations: (e.g., the visitor center in a small town or city DMO)
Role: They focus on immediate visitor experiences, local events, and promoting specific attractions within a small radius. They provide on-the-ground support and information.
B. Commercial, Non-Commercial, and Community Groups (The Implementers)
- Commercial Travel and Tourism Organisations (For Profit): (e.g., Airlines, hotel chains, major tour operators)
Role: They sell the destination's product and invest heavily in marketing. They ensure the brand promise is delivered in their offerings (e.g., a five-star hotel maintaining a luxury brand image). - Non-Commercial Travel and Tourism Organisations (Not For Profit): (e.g., Conservation trusts, heritage foundations, museums)
Role: They often focus on sustainability, culture, and preservation. They deliver the ‘authentic’ experiences that support the brand's unique selling point (USP). - The Local Community: (The Residents)
Role: They are the ultimate brand ambassadors. If the local community is unfriendly or feels negatively about tourism, no amount of marketing can fix the brand. They influence word of mouth and deliver the actual visitor experience.
Quick Review: Collaboration is key. The NTOs create the overall brand message, commercial organisations package and sell it, and the local community lives it and delivers the authentic experience.
2. Communication Methods to Raise Brand Awareness (The Tools)
Once the brand message is agreed upon by all stakeholders, they need to select the best tools to broadcast it.
Key Communication Methods (Syllabus 6.3 (b)(i))
- Websites (especially the NTO's): The primary digital storefront. Must be modern, accessible, and reflect the brand image perfectly.
- Publicity Materials: Brochures, maps, official guides, and videos (often shared at travel shows or visitor centres).
- Social Media: Platforms like Instagram, TikTok, and Facebook are vital for visual storytelling, real-time engagement, and reaching younger demographics.
- Email Marketing: Personalised communications targeting segmented markets (e.g., sending spa retreat packages to known luxury travellers).
- Public Relations (PR): Generating positive media coverage without paying for it directly (e.g., inviting travel journalists to experience the destination for free, hoping they write a positive review).
- Advertising: Paid promotions in newspapers, magazines, television, or online banners. This is paid content where the message is entirely controlled by the destination.
- Sales Promotion: Short-term incentives to encourage immediate booking (e.g., "Book this month and get 20% off park entry").
- Word of Mouth (WOM): Opinions and recommendations shared by customers. This is highly credible because it comes from a trusted source.
- Signage: Physical indicators (road signs, airport direction boards, branding at attractions) that reinforce the brand identity consistently.
Did You Know? Public Relations (PR) is often seen as more valuable than direct advertising because it creates trust. If a famous magazine writes a positive article about your destination, it carries more weight than an advertisement you paid for.
3. Selecting the Right Communication Methods
Choosing how to spend marketing funds involves critical decision-making based on several factors:
Considerations for Selection (Syllabus 6.3 (b)(ii))
The destination marketing organisation (DMO) must weigh the following factors when allocating its budget:
- Costs: How much does the channel cost? (E.g., TV advertising is expensive; social media posting is cheap, but boosting posts is paid.)
- Global Reach: Does the method reach the desired target market, whether local, national, or international? (E.g., Advertising in a German tourism magazine targets a different market than local billboard signage.)
- 24-Hour Marketing: Does the platform allow continuous communication? Digital methods (websites, social media) offer global, non-stop access.
- Lead Times: How quickly can the message be prepared and delivered? (E.g., Posting on Twitter has a very short lead time; printing glossy brochures has a long lead time.)
- Options for Personalisation/Customisation: Can the message be tailored to individual customers? (E.g., Email marketing is highly customisable; a large billboard is not.)
- Ability to Track Success/Conversion Rates: Can we measure if this method actually leads to bookings? (E.g., Online 'pay per click' ads are easily tracked; traditional TV advertising is much harder to measure.)
Memory Aid: C. G. T. L. A. T. (Costs, Global Reach, 24-Hour Marketing (Time), Lead Times, Customisation (A for tailoring), Tracking).
4. Understanding Media Types: The OPES Framework
To effectively communicate the brand, marketers classify their channels into four simple categories, often known as the 'OPES' model. Don't worry if this seems tricky; the core difference is *who controls the message* and *how much you trust it*.
The Four Media Categories (Syllabus 6.3 (c))
This framework is essential for understanding modern digital marketing strategies:
| Media Type | Definition | Trust Level | Examples |
|---|---|---|---|
| Owned Media | Content channels controlled entirely by the destination or DMO. | Low (It’s self-promotion) | Official destination websites, blogs, apps, email newsletters. |
| Paid Media | Marketing exposure that the destination pays for to drive traffic to owned media. | Medium (Skeptical, but may attract attention) | Pay per click advertisements (PPC), TV commercials, social media influencer campaigns, banner ads. |
| Earned Media | Publicity gained through promotional efforts that is not paid for, often resulting from positive customer experience or newsworthy events. | High (It’s trustworthy) | News articles, major media outlet features, independent customer reviews (e.g., TripAdvisor). |
| Shared Media | Content that is created or amplified through social interaction between users. | Very High (Comes from friends/peers) | Mentions, reposts, likes, shares, comments, viral videos about the destination. |
Analogy: Imagine your destination is an outstanding new restaurant.
Owned: You post a beautiful menu photo on your official Instagram account.
Paid: You pay a food blogger (influencer) to review the restaurant.
Earned: A national newspaper reviews you and gives you five stars.
Shared: Your customers tag you and share their great experience with their friends on Facebook.
The goal of modern branding is to use Owned and Paid media to generate powerful Earned and Shared media, as these are viewed as the most credible.
Key Takeaway for Communication
Consistent Messaging is the golden rule. Every method—from the official website colour scheme (use of colour) to the signage at the airport—must deliver the same brand identity to avoid confusing potential visitors. The six stakeholder groups must all speak with one unified voice.