case 4

1. Destination Branding Louisiana MoritzTrollmann KarolinaKaleta KatrinZantis Marianne Wollring

2. Introduction Marketing aspects: Image, Brand, Positioning, vision Strategic management stages Destination celebrity matrix Destination brand fashion curve Destination brand benefit pyramid Content:

3. Louisiana

4. Capital: Baton Rouge Biggest city: New Orleans Population: 4,400,000 languages: English, French Basic facts

5. Images of Louisiana

6. Brand has been damaged by negative media coverage New Orleans has been displayed as flooded, broken, unsafe, unhealthy and deserted => replace negative images with images people know and like => people need to be able to identify themselves with the brand Louisiana Brand

7. Rebuild Louisiana to worldwide preeminence as a top tourist destination in the minds of regional, national and international leisure travelers. place to have a meeting, have fun, learn about our culture and discover our unique heritage Vision

8. My Louisiana Campaign

9. My Louisiana Campaign

10. Targets: Adults– age 25-54 Household Income of $40,000+ Frequent domestic travelers 4+ times/year Mature Market, Multicultural Market, Key International Markets => Rich diversification from business, nature, leisure, casino, party, culture -tourism Positioning

11. 1. SWOT Analysis 2. Characteristics 3. Key Concept 4. Slogan 4-Stage Management Approach

12. Strength: culture, history, Mississippi, Music, food Weaknesses: smallstate, climatic, belowsealevel SWOT Analysis

13. Opportunities: cultural& culinarytourism (graph) Threats: 11.9.01, Katrina&Rita, financialcrisis SWOT

14. Festivals History Mississippi New Orleans Music Plantations 2. Characteristics

15. „Destination ofcultures“ „Destination ofdifferences“ „Culinarydestination“ „Destination forthesenses“ 3. Key concepts

16. 1997: „Louisiana. Comeasyouare. Leave Different.“ 2006: „Come fall in lovewith Louisiana all overagain“ 2008: „My Louisiana“ (show ad) 4. Slogan

17. High emotional pull Moderate celebrityvalue DestinationCelebrity Matrix

18. Destination Brand Fashion curve

19. Destination Brand Fashion Curve

20. Brand Benefit Pyramid

21. Level 1

22. Historical Sites Festivals/Events Culinary Level 2

23. History: knowledge, learning, social Being part of Louisiana’s life Feel entertained Feel queasy during the Hurricane Katarina trip May feel anxious because of Voodoo magic Feel overwhelmed Level 3

24. Durable > touchable history Wide range of activities and attractions Level 5 Distinctive and diversified brand competitive Flexibility of positioning Level 4

25. Strong emotional brand Focus and promotion of strengths while fighting threats Economiccrysis and limitedfuturefunding are challenges Conclusion

26. Questions ? Thankyouforyourattention