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- 1. 1. 1 WHY BRAND?
- 2. *SUCCESSFUL DESTINATIONS STAND OUT FROM THE CROWD CROWD.
- 3. THEY KNOW WHO THEY ARE WHAT MAKES THEM UNIQUE, AND SPECIFICALLY ATTRACTIVE
- 4. They understand who their current VISITORS ARE
- 5. They express their experiences EFFECTIVELY
- 6. They compete on their STRENGTHS
- 7. And they tailor their communications ACCORDINGLY
- 8. Effective communication is knowledge of and INSIGHT into what your prospective visitors want to hear. Rather than features, facts and figures, its the benefits and the EXPERIENCES available that INTEREST and engage potential visitors
- 9. Like successful products, successful destinations think of themselves as BRANDS
- 10. Develop and present themselves as DISTINCT PERSONALITIES
- 13. PORTRAYa message that is h relevant, clearly defined,and comes from TRUTH Not fiction..
- 15. HOW YOU PRESENT YOURSELVES * the images you use * the stories you tell * how you tell those stories, all contribute to how others view you and ULTIMATELY YOUR BRAND
- 16. And most importantly, implement the brand proposition consistently at every potential customer touch point
- 17. Your Brand Proposition needs to be REAL, REAL TANGIBLE, TANGIBLE and inherent to Temora The more powerful and persuasive your brand proposition, proposition the more EFFECTIVE your marketing becomes becomes.
- 18. An effective brand works harder for all stakeholders...
- 19. 2. 2 WHY BRAND is SUCCESSFUL
- 20. It cannot be made up or fabricated fabricated
- 21. WHY?
- 22. Because you can t sustain fiction Because cant fiction Temora Town Where油ocean油meets油mountain.
- 23. whereas TRUTH is permanent and self proving..
- 24. HOW?
- 25. BRAND MODEL Essence Personality y Core Values Consumer Benefit Key Att ib t K Attributes
- 26. BRAND MODEL essence part油of油everyones油nature Personality y relaxed.油honest.油unpretentious.油genuine Core Values respect油nature.油authenticity.油simple油pleasures油of油life Consumer Benefit we油bring油out油your油better油nature Key Att ib t K Attributes clean油uncrowded油beaches.油coastal油marine油park.油abundance油of油water.油vast油tracts油 of油national油parks油and油wilderness.油local油living油history油and油heritage.油clear油warm油 summers.油soft油changing油seasons summers. soft changing seasons
- 27. Creating direction from a SOLID FOUNDATION TRUTH of
- 28. being purposeful in your APPROACH
- 30. CONSISTENCY creates greater t t AWARENESS and gets RESULTS
- 32. Once brand is developed expression evolves in a developed, manner and through channels that are relevant to your d i d audience desired di
- 33. Great communication is..
- 34. Meaningful * expressing the heart of who you really are * emphasising your uniqueness
- 35. Memorable * easy to recognise and recall * truthful and self proving
- 36. Likeable * Creative expression that * Looks good * F l good Feels d * And attracts your target audience
- 37. 4. Ch l Channels of expression * relevant to your brand proposition
- 38. Visitor Guide * striking headlines * engaging content * super story telling * fabulous images
- 39. Advertising headlines * headlines to be used with print/online * developed from findings of brand * consistency
- 40. DL brochure * develop content relevant to visitor guide theme * consistency * greater potential for advertisers
- 41. Online * exposure to extensive web traffic * active linking * market leading product * greater potential for advertisers
- 42. Smartphone * design specifically for tourism * clear concise navigation * collective platform with Busy Street partners
- 43. Social media * build framework for effective execution * consistency
- 44. 5. Why 5 Wh
- 45. * 20 years experience in brand development * experience with working with regional tourism p g g * extensive understanding of the creative process * full project management for visitor guide * proven track record *great team, great results.
- 46. * develop a message thats clearly defined and comes from truth * create meaningful likeable and memorable communication meaningful, * apply consistency with all marketing * resulting in success for short, medium and long term. short term