How to Keep Your Destination On-Brand

In 2010, destinations, resorts and attractions have an unprecedented array of communication channels through which to share their marketing messages. Mass media advertising, niche market channels, online communications, social networks, word of mouth marketing... the list goes on and on. With so many unique messages going out to consumers and customers, how can marketers stay true to their brand’s promise of value? According to a recent issue of the Wanderlust Report, an online newsletter about marketing destinations, resorts and attractions, he answer is simple: With a well-defined brand position, a clear communication of brand values, and a few simple tools to help direct decision-making and inspire the troops.

“Let’s face it; communications have changed,” said Mark Shipley, President and Chief Strategic Officer of Wanderlust. In response to media fragmentation and changing consumer habits, DMOs, CVBs, resorts and attractions are rethinking media strategies to leverage ‘owned’ media (their websites, social media channels and the destination itself) in addition to paid media. “As the media strategy changes, so too must the messaging strategies,” he said. “No longer is it as easy as having one message for one audience. Now destinations must have one brand position that can be expressed in many ways for a variety of small, diverse audiences.

“Today destinations are investing in their own channels to deliver richer communications to fewer people – a trend we call ‘narrowcasting,’” Shipley explains. “The goal is to engage the consumer in appropriate and desirable formats, when and where the audience seeks information. Compared to mass media messaging, this one-to-one (or one-to-a-few) approach demands all customer-facing employees – your customer service people, sales reps, marketers, managers, even maintenance workers – to be representatives of the destination.”

With so many individuals acting as “the voice of the brand,” maintaining a single, consistent brand message is a greater challenge than ever. This issue of the Wanderlust Report goes on to explore the importance of a solid brand position, and provide some tools and tips for keeping your message on-brand.

Shipley explains: “When you create a brand position that's both true to your organization's culture AND believable for the consumer, it makes staying on-brand and on-message a lot easier. Using tools such as mood boards, brand guidelines and toolkits will help your marketing team focus on the core messages and test the clarity of every piece they create. These tools can be applied to almost any media channel, too, from print and broadcast to social media and in-person interactions. It’s all in the interpretation and intent of the brand position,” he said.

Read more of How to Keep Your Destination On-Brand in the Wanderlust Report, Volume 2, Number 5.


About Wanderlust
Wanderlust provides marketing and branding expertise to destinations, resorts and tourism attractions. We uncover what drives people to choose where they go and build integrated marketing programs to attract them — using the internet, social networks, direct marketing and mass media

Contact: Mark Shipley
Phone: 518-272-2500
Email: [email protected]