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Destination Branding and Marketing

This document discusses destination branding and marketing. It outlines the importance of branding destinations and developing a brand identity. It also examines the impact of film tourism on destination branding and identifies four broad strategies for attracting visitors: image marketing, attraction marketing, infrastructure marketing, and people marketing. The document evaluates how the Philippines is faring in tourism development compared to its Southeast Asian neighbors. It also provides details on creating a marketing plan, including identifying objectives, target markets, marketing strategies, timetables, and budgets.

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1E- Elegino Angel Lyka
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435 views24 pages

Destination Branding and Marketing

This document discusses destination branding and marketing. It outlines the importance of branding destinations and developing a brand identity. It also examines the impact of film tourism on destination branding and identifies four broad strategies for attracting visitors: image marketing, attraction marketing, infrastructure marketing, and people marketing. The document evaluates how the Philippines is faring in tourism development compared to its Southeast Asian neighbors. It also provides details on creating a marketing plan, including identifying objectives, target markets, marketing strategies, timetables, and budgets.

Uploaded by

1E- Elegino Angel Lyka
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Destination Branding and

Marketing
OBJECTIVES

• Restate the importance of destination branding


• Explain the development of a brand identity
• Discuss the impact of film tourism in destination branding and
marketing
• Identify the four broad strategies for attracting visitors
• Evaluate how the Philippines is faring in the area of tourism development
compared to its Southeast Asian neighbors
Branding

“ It is the process of creating a slogan from a


message and then designing a symbol or
logo that communicate to potential visitors.”
Development of a Brand Identity

• Appointment of a brand champion


• Identification of the brand community
• Conduct of a destination audit
• Production of a brand charter
Strategies for Promoting Destinations

• Film Tourism
• Celebrity Endorsement
• Hosting of Mega Events
• Participation in Trade Fairs
• Catchy Promotional Gimmicks
• TV , Radio, and Internet Commercials
Strategies for Attracting Visitors

• Image Marketing
Strategies for Attracting Visitors

• Attraction Marketing
Strategies for Attracting Visitors

• Infrastructure Marketing
Strategies for Attracting Visitors

• People Marketing
THE MARKETING PLAN
OBJECTIVES:

• Identify the parts of a marketing plan


• Create a simple marketing plan for a tourism establishment
• Discuss how the Tourism Promotions Board is marketing the
Philippines
Marketing Plan

It is a working document developed by


hospitality and tourism establishments
that seriously want to grow their
business in the forthcoming year.
THE EXECUTIVE SUMMARY

Marketing Plan
INTRODUCTION

• Current Situation of the Company


• Environmental Factors
• Competitive Analysis
• Marketing Trends
• Market Potential
• Marketing Research Findings
BACKGROUND OF THE PLAN

• Property Needs Analysis


• S.W.O.T Analysis
• Market Positioning Statement
OBJECTIVES

• Goal of the companies want to achieve

Qualities for Objectives:

Quantitative – expressed in monetary terms, units of measurements,


time specific, and profit margin specific
SMART – Specific, Measurable, Attainable, Realistic, and Time-bound
TARGET MARKET

•PRIMARY MARKET
•SECONDARY/ MARGINAL ACCOUNTS
•NEW ACCOUNTS
MARKETING STRATEGIES

• Product Strategy
• Pricing Strategy
• Promotional Mix
• Distribution Strategy
TIME TABLE
BUDGET

• It is a numerical representation of the


marketing commitment.
CONCLUSION

• This is a short reiteration of the


salient points of the marketing
plan.
FORMAT
Executive Summary
I. Introduction
II. Background of the Plan
III. Objectives
IV. Target Market
V. Marketing Strategie (1 Product, 2 Price , 3 Promotion , 4 Distribution)
VI. Timetable
VII. Budget
VIII.Conculsion
FORMAT

• ARIAL Font style


• “12” font size
• “1.0” line spacing
• Short size word file
• Cover page is a must
• If there’s any lay-out presentation it must be clear

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