BUILDING A
TOURISM BRAND AS A CITY
Identifying a set of attributes, values and strategies to create an identity that allows differentiating one city from another is an important step in building a tourism brand as a city.
Here are a few tips to market a tourism brand as a city:
BRANDING A DESTINATION
Start your destination branding process by:
1. Identifying the character or spirit of the city
2. Managing how that image is portrayed in media,
brand guidelines, press releases, etc.
A superficial campaign may attract tourists in the short term but is likely to alienate locals. Strive to create tangible, long-term branding campaign.
WARTS & ALL
Build a body of allies among the local opinion-makers, creatives, tourism professionals, and other stakeholders. Make available opportunities to assess, criticize, and contribute to your work.
People in the destination play a part in contributing to the tourism brand values, experience, reputation, and mindset. Particularly, those in the front-line service industry are a valuable reflection of the destination’s character.
WHAT SETS AN URBAN DESTINATION (CITY) APART
Get started with three steps to setting your destination apart: Goal + Strategy + Visual identity system.
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