The evolving role of place branding in tourism marketing

Published on January 31, 2016   13 min
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Hi, my name is John Till. I'm the Founding Director of the UK's leading place branding specialist, 'Thinking Place.'
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We've been around for nine and a half years and place branding is all that we do. We work with places of developments of all sizes with all sorts of issues. What we try hard to do is see how they are special. What they're all about, what they're for, and to create a shared sense of ambition that is their story. Then, we help them come together as a place, the public sector and the private sector, to tell that story, to sell that story.
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What is the difference between branding and marketing for a destination? From my perspective, creating a brand is about identifying the strongest and most compelling assets for the place that make it distinct, that make it competitive and they are the story of that place. Then, from a marketing perspective, it's important that they are clearly and consistently communicated to the different target audiences through whatever channels you decide to use.
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The evolving role of place branding in tourism marketing

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