MANAGING YOUR PLACE BRAND Story Across Multiple Media Research - - PowerPoint PPT Presentation

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MANAGING YOUR PLACE BRAND Story Across Multiple Media Research - - PowerPoint PPT Presentation

Feb 06, 2024 142 likes •636 views

MANAGING YOUR PLACE BRAND Story Across Multiple Media Research Summary Best Practices DMO Insights With You Today Virginia Haley Andrew OConnor Chris Adams Senior Manager, Content Head of Research and Insights President, Marketing,

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MANAGING YOUR PLACE BRAND

Story Across Multiple Media

Research Summary Best Practices DMO Insights

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With You Today

Chris Adams Head of Research and Insights Miles Partnership Virginia Haley President, Visit Sarasota Andrew O’Connor Senior Manager, Content Marketing, Destination DC

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Insights from

Travel el Br Brands ands

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Today’s

Session Session

Managing your Place Brand Across Multiple Platforms

  • 1. Media Research
  • 2. Examples of Innovation
  • 3. 5 Challenges & Opportunities
  • 4. Sarasota & Washington Insights
  • 5. Q&A - Discussions
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SLIDES, WHITE PAPER, RESEARCH: https://budurl.me/PlaceBrand

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US Traveler

Media Usa Media Usage ge

R

Research on Media Use by US Travelers

  • State of the American

Traveler research Sept. 2008 – 2018

  • Conducted by

Destination Analysts quarterly

  • Sample of 2,000 US

leisure travelers

  • Insights on media

use by US leisure travelers

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Growth Digital Resources in Travel Planning: 2008 - 2016

0% 10% 20% 30% 40% 50% 60% 70% 80%

July 2008 Jan 2009 July 2009 Jan 2010 July 2010 Jan 2011 July 2011 Jan 2012 July 2012 Jan 2013 July 2013 Jan 2014 July 2014 Jan 2015 July 2015 Jan 2016 July 2016 Oct 2016

Mobile phones UGC Social Media

Source: State of the American Traveler by Destination Analysts 2008 - 2016

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Print Used in Travel Planning: 2008 - 2018

0% 10% 20% 30% 40% 50% 60% 70% 80%

July 2008 Jan 2009 July 2009 Jan 2010 July 2010 Jan 2011 July 2011 Jan 2012 July 2012 Jan 2013 July 2013 Jan 2014 July 2014 Jan 2015 July 2015 Jan 2016 July 2016 Oct 2016

Print resources

Print usage reached a record level of 54% of US travelers in October

2016 (highest level since start of research in 2006)

Source: State of the American Traveler by Destination Analysts 2008 - 2016

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All Travel Resources Used in Planning: 2008 - 2018

0% 10% 20% 30% 40% 50% 60% 70% 80%

July 2008 Jan 2009 July 2009 Jan 2010 July 2010 Jan 2011 July 2011 Jan 2012 July 2012 Jan 2013 July 2013 Jan 2014 July 2014 Jan 2015 July 2015 Jan 2016 July 2016 Oct 2016

Mobile phones UGC Social Media Print resources

Source: State of the American Traveler by Destination Analysts 2008 - 2016

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Right Content

Multi Multi Media Media

53% 57% 57% 23% 33% 62% 36%

2014-2018: Hyper Informed Traveler

Source: State of the American Traveler, 2017 Winter, Spring & Summer Editions. Destination Analysts.

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Travel Media

Trus rust & t & Use Use

R

Traditional Word of Mouth Still Rules

FRIENDS FAMILY

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Base: All respondents. (2017 = 2,072 completed surveys. )

FRIENDS FAMILY

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BEST PRACTICES

Managing Your Place Brand

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QUALITY & AUTHENTICITY

Conversion Study of 13 CVBs

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MULTI MEDIA CONTENT

PRINT GUIDE OFFICIAL WEBSITE SOCIAL MEDIA CHANNELS

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METRICS THAT MATTER

Define your Signals of Intent to Travel

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GLOBAL EXAMPLES

Managing Your Place Brand

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DMO INSIGHTS

Managing Your Place Brand

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DESTINATION DC WASHINGTON.ORG 32

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DESTINATION DC WASHINGTON.ORG 33

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DESTINATION DC WASHINGTON.ORG 34

DANCE

Julie Kent Artistic director, The Washington Ballet

MURALS

Aniekan Udofia Painter and illustrator

MUSEUMS

Nora Atkinson Lloyd Herman Curator of Craft, Renwick Gallery

MUSIC

Rhome Anderson, DJ Stylus DJ and music producer

THEATER

Psalmayene 24 Award-winning playwright, director and actor

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DESTINATION DC WASHINGTON.ORG 35

Web

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DESTINATION DC WASHINGTON.ORG 36

Digital

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DESTINATION DC WASHINGTON.ORG 37

Print

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DESTINATION DC WASHINGTON.ORG 38

Social

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City Nation Place Americas 2018

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  • Visit Sarasota County is the not for profit agency that

promotes tourism for all of Sarasota County, Florida.

  • VSC contracts with Sarasota County Government with 30% of

the funds from a Tourist Development Tax matched with private sector funds.

  • VSC’s FY 2018 budget with public and private sector funding

is approximately $7 million.

Who is Visit Sarasota County?

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  • Year-long process, research driven.
  • The challenge is to differentiate Sarasota from other west

coast beach destinations.

  • Consumer market research focused on visitors but included

local residents and visitors.

  • Create a brand image that can be adopted by the entire

County.

Visit Sarasota County Re-Branding

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Key Emotional Descriptors for Sarasota¹

Sarasota Key West Hilton Head Island Palm Beach Amelia Island

  • St. Pete/

Clearwater Miami Beach Naples/ Marco Island

  • Ft. Myers/

Sanibel I Tampa Warm Warm Warm Warm Warm Warm Warm Warm Warm Warm Relaxing Relaxing Relaxing Relaxing Relaxing Relaxing Relaxing Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Beautiful Great beaches Great beaches Great beaches Great beaches Great beaches Great beaches Great beaches Friendly Friendly Friendly Welcoming Welcoming Gorgeous sunsets Gorgeous sunsets Gorgeous sunsets Gorgeous sunsets Gorgeous sunsets Gorgeous sunsets Enjoyment Enjoyment Enjoyment Comfortable Comfortable Comfortable Comfortable Family

  • riented

Family Oriented Family

  • riented

Family

  • riented

Feel at ease Outdoor activities Outdoor activities Outdoor activities Outdoor activities Outdoor activities Warmth Warmth 42 Top 13 emotional descriptors for Sarasota. This table also shows when Sarasota’s emotional descriptors are in other destinations’ top 13 descriptors. For example, “warm” is in all destinations top 13 emotional descriptors.

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Print Ads

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Digital Ads

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Out-of-Home Ads

*High Impact Wallscapes *Transit Kiosks *Elevator and Lobby Video *Underground Pathway System Video *Restaurant Mirror Clings

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Final Logo

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Managing Your Brand

Be Best P st Practice actices

  • 1. Authentic & Focus on Quality: Brand tells the real

stories of your destination

  • 2. Targeting & Personalization: Tightly customize the

message to the user

  • 3. Multi Media: Reaching travelers through a range of

media types is critical

  • 4. Integrated Content & Campaigns: messaging, imagery

& measurement must be coordinated

  • 5. Quality vs. Quantity: Focused on the metrics that

matter eg: Signals of Intent to Travel

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SLIDES, WHITE PAPER, RESEARCH: https://budurl.me/PlaceBrand

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milespartnership.com

Questions & Answers

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Place Brand

Chall Challenges enges & & Opportunities Opportunities

  • 1. Multi Media Cut Through: ‘Hyper Informed’

consumers/travelers

  • 2. Other Voices: The Power of Influencers
  • 3. Crisis Communication: Managing your brand

when things go wrong

  • 4. Place Making Brands: working across

tourism, economic development, film, sports, education etc

  • 5. Resource, Measurement & Management

Challenges: how do you plan, staff, partner, measure & manage?