Session 4 of the course in Responsible Tourism Management. Youth Action for Change & Antipodi Tourism

1. Communicationand Web marketing online course in responsible tourism development session #04 Luca D’Angelo

2. Agenda Destination Image and Destination Brand The Role of Marketing Communication and Promotion How to work on Marketing communication Web marketing

3. Destination image and destination brand Marketing communications can be an excellent tool for selling vacations and other products and services, but not for manipulating fundamental cultural preceptslikenationalimage For the travel and tourism industry, destination image is fundamentally important. That’swhyit’scritical to work on destination image and destination band 3 You do not change people’s perceptions of a country with advertising. You change people’s perceptions by finding the truth, finding an idea that embraces that truth and putting it through everything they do.” Wally Olins

4. Destination imagecharateristics The images are nothing more than the simplification of a large number of associations of ideas and bits of information related to a particular place Are "products of the mind", assembled to try to examine and "essentialize" a large amount of data. An image is essentially a very personal perception of a destination, variable from individual to individual. Different people may have different images of the same place. Destination images are usually stereotyped gain clarity and a univocal character together with the increase of the amount of information regarding the country. are more differentiated and complex for those who have already visited the place. 4

5. How destination imageforms 5 Source: Simon Anholt

6. From destination imageto destination brand Destination image is a key element, probably the most relevant, of a destination brand The term ‘brand’ is often misunderstood. We use the term ‘destination brand’ to refer to a destination’s competitive identity. Destinations around the world are increasingly recognisingthe importance of their brand as the source of their international competitiveness. Those that do not clearly understand, articulate and apply their brand essence and values in marketing communications and behaviour will fall behind their competitors. 6

7. Destination brand keyaspects 7 Source: Simon Anholt

8. What is not a brand? 8

9. Country Logos..Are all Brands? 9

10. How to develop a destination brand Branding is for everyone . All destinations should, develop a brand, regardless of the size of their marketing budgets.  Big budgets only buy greater audience penetration. They do not buy betterbrand values. A destination should focus on its core market segments when developing a brand Different Stakeholders should be involved in developing the brand. Building a destination brand requires answers to the following questions on behalf of potential visitors: - What are the main things I like about the destination? - What sort of place is it? - How does it make me feel? - How would I describe it in one sentence? - What makes it different from all other destinations? 10

11. The New Zealand Way New Zealand is recognised as perhaps the world’s place brand pioneer and most successful case of nation branding “The New Zealnd Way” The nation position itself the following the concept of “Beingatone” andfocusing on its natural environment, youthful energy and quality A clear marketing proposition, built on a strong set of brand values, based on nature and adventure, which were vigorously and consistently marketed trough the slogan = “100% Pure” New Zealand’s advertising powerfully conveys these values by projecting an engaging youthfulness, an unspoilt natural environment and the prevalence of adventure activities The key factor of New Zealand Destination brand success: partnership across different sector commitment to well-resourced marketing campaigns, the courage to stick with the core idea (nature) for several years (10), to enable New Zealand to position as the world capital of adventure tourism and unspoilt natural scenery. 11

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14. The role of Marketing Communication A brand is the fundamental building block from which all marketing communications and behaviour should flow, The main role of communication: help to quickly change the collective imagination of those who do not know the destination and to increase tourist flows; Link sustainable tourism products to market 14

15. Develop a CommunicationStrategy 15

16. Type of promotion, different communication 16 Source: Dore and Crouch

17. Type of promotion, different communication 17 Source: Dore and Crouch

18. Communicating Tourism Products why? 18

19. Brochures and printMaterialItworksif… have impact in the public drawattention be exposed (tourist offices, fairs, resorts, Adv) avoid ending up in the trash without being read be "readable" and "understandable" interest and attract the reader be appropriate for the target goal 19

20. Using better Images Keep the focus on people and experience 20

21. Writing your textSells the experience, not just the destination 21

22. Some tips for responsible tourism communication 22

23. Web MarketingWhyeverybodyistalkingaboutit Access to a huge global audience of potential new customers; Comparatively low cost of entry; Cost effectiveness compared to traditional forms of marketing, such as advertising; The ability to measure and analyse the effectiveness of activity in a timely manner; Automated processing of enquiries and bookings, reducing the need for ‘manpower’ and labour. 23

24. Digital marketingNotonlyyourwebsites 24

25. Website at the center of marketing communication activities 25

26. Website at the center of marketing communication activities 26

27. Search Engine Marketing 27 whyis so important?

28. The differences 28

29. . Keywordsadvertising/PPC 29

30. Mainstep of a PPC campaignworkseffectively with budget between 5000 e 10.000 euro 30

31. Thank you very much! Luca D’Angelo mail: luca.dangelomail@gmail.com skype: luca.rocksteady 31

32. Conversatingwithyour market NEXT WEB GOES SOCIAL Contribution by international expert Francesco Falcioni, Web Department Trentino Marketing S.p.a.

33. Agenda Social …? About social networks How do I speak social, to say what? Facebook: free tools to tell your stories Someone does it already Linkography

34. Different ways you get to people Social …? About social networks ForresterResearchaboutdigital marketing strategy: Paid media wherebrandsbuyvisibility in ordertoconvey a messagethatinterruptsuser’s experience i.e.: banner, tv ads, press Owned media wherebrandsspeakaboutthemeselves and theirproduct in a totallycontrolled way i.e.: website, mobile site Earned media everywhereinterested people get information about a brand, a product and the wholeenvironmentthatbuilds the experienceofthatproduct i.e.: blogs, word ofmouth social networks

35. How does social information work? Social …? About social networks Theoryisas easy asthis: Check out video Social networkingsites = social media Toolsforsharing and discussing information. Youcan use Social Media to facilitate Social Networking. Social Networking Useofcommunities and social platformsof interest toconnecttoothers.

36. conversationisnotonlyspeakingaboutyourself, buttryingtostimulateinvolvement. Contests, quizzes, askingfor personal experinces or whateveryourcreativitysuggestyou can stimulate people toreact. Moderate yourselfwithmoderation. Remeberyou are speakingtoyour market in a ‘off the records’ environment Storiesforreaction How do I speak social, to say what? Yourdestinationhasstoriestotell Fromcalltoactiontocalltoreaction..involve! yourproducts, yourhabits, yourhistory/ies. Tellthemhowyourdestination can help themfeelbetter. non commercial posts, don’t speakonlyaboutyourself. people are notlookingforyourbrand, they are lookingforexperiences. HINT:set down youreditorialplan (copywriting), thentranslateit in piecesof story (social editing)

37. Social language and actions ACTIONS You can invite people toact (clic, watch, see) butyoualsoneedtotellthemtoreact (or resonate) toyourcontent (share, like, comment, spread). People’s reactionsgetvisibilityforyourpiecesof story, and stimulate word ofmouth. LANGUAGE Languageisdifferentfromofficialspeaking, and far fromjournalisticone. Itiseverydaylanguageturnedtohypertext. Itusesemoticonsratherthanlenght (butnottoomany ;) ) tovehicletones and intentions. How do I speak social, to say what?

38. Don’t miss the must: facebook More than 500 million active users There are more than 250 million active users currently accessing Facebook through their mobile devices More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. watch: how to build your brand on facebook Facebook: free tools to tell your stories

40. Publishaneventtoletthemknowitexists and thatyourdestinationisactive and dynamic

41. Picture albums and videostotellyourstories and gathertheirexperiences

42. OPEN GRAPH PROTOCOL: adaptyour website forbringingyourpages inside facebook, and facebook inside yourpages

43. Notes and forum to make them know, discuss and become your network

44. Taggingand messagestoinvitethem and getattention

45. Social ads: bringyourpagedirectlytoyour target usingfacebookads (paid CPC or CPM)

47. Mix of information, promotion, entertainment

48. Custom game appsto involve in mainevents

50. Thankyou Being on social network islikekeeping a pet.ittakes a littleofyourtimeeverydaybutit can give big satisfaction