Interpretation New Zealand

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This blog discusses the critical differences between destination branding and destination marketing.

Destination branding and therefore by default, destination management is, or should be, a no brainer for any RTO or Economic Development Agency.

The historic default for many organisations has been to fall back on marketing as the prime driver for “managing destinations”. However as Tom Buncle notes; ” It would be arrogant to assume we create destination brands. We don’t. Apart from places such as Las Vegas and Dubai, we cannot manufacture a destination.

Generally, (a) place has been around for generations and is defined by its history, culture, topography, way of life, built and natural environment, and people.

Destination branding is about identifying the destination’s strongest and most competitively appealing assets in the eyes of its prospective visitors, building a story from these that makes the destination stand out above its competitors, and running this narrative consistently through all marketing communications.

Ideally, it also means people in the destination behaving in a way that reflects the destination’s brand values (friendly, unorthodox, creative etc.), and particularly the destination’s ‘frontline ambassadors’: those with whom visitors come into contact – from border guards to taxi-drivers, shop assistants, guides, and staff in hotels and resorts.

Running this ‘destination DNA’ through every act of communication helps reinforce the destination’s competitive identity over time.

The brand forms the basis of a destination’s marketing communications. Marketing tends to have become synonymous in the destination world with promotion.

In other words: Destination branding is about who you are; Destination marketing is about how you communicate who you are.”

We think Tom has nailed it with his reference to stories as a basis for destination branding and therefore destination management!

Our view is that destination branding brings the brand alive, it gives a heart to the stories of that place. This component provides the synergy and integration between destination branding and management.

That’s not to say that Destination branding and marketing are exclusive.

As Mike Ferreira notes “While destination marketing helps in positioning a particular destination as an attractive brand, the role of destination management is to ensure its sustainability over a prolonged period of time.”

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