For anyone in or interested in the tourism industry to explore issues associated with branding a country, region, destination, attraction, hotel, tour etc
A look at the top international hotel brands of 2026
It will come as no surprise to anyone thatin the world of hospitality, chain dominate as they have done for quite some time. And here I take a look at the world´s top brands and sub-brands, ranked in order of size and influence - and while most are familiar, there are a couple which might not be (thanks, China!). read post
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Comments
Between the extremes of a focus on one big idea and trying to be everything to everyone at the other, there is probably the right solution.
Personally I believe that several stories can create appeal to several tourist segments and the smart approach is targeting the right stories to the right people using the right channels of communication. With the range of low cost communication channels we now have getting the message out to targeted audiences has never been easier, but it does require some good strategic thinking. One big idea may have been right, or at least the only real option, in the age of mass media. I don't think it is the right option today.
English Counties
1. You're both right re background to video. It's just my experiment to demo that background is just as important as foreground. Both have to be 'on-code'. So just for you, I've remixed the vid this time with a 'watery' background to reflect England's island geology - surrounded by water. Although what might be 'perfect' would be a background showing 'a green & pleasant land'.
2. However, the more important branding issue is the divided opinion between Tripatinos - see previous postings - between those who prefer a more diverse branding reflecting the overall destination and those - such as myself - who advocate a single, narrowly-focused big brand idea to penerate the over-loaded mind.
The only thing that struck me as totally off-message was the background of the video, which looks like cracked, scorched earth and to me communicated New Mexico more than England... Am I missing something here?
Should 'Beautiful Bangladesh' be invited to join the waiting list for membership of ADjectiveland: Home of the 7 Super-Duper BlandTrashtic Country slogans?
Top Seven World's Best Cities To Live In - 2010 - Video
Unless you know different?...
Thanks Paul for your comments
Interesting to note that two of the most successful tactical campaigns in recent history were all about the World's Language:
1. England Rocks featuring the words & music of English rock stars and their venues and
2. Comedy England featuring the verbal humour of English comics and the comedy clubs.
Cool Britannia was, and remains, one fo the best examples of a country branding campaign in my opinion. It intelligently promoted many aspects of British culture, raising interest in the culture itself and industries related to it - fashion, music etc. And, of course it stimulated interest in visits too.
Of course it had it´s faults, the biggest of which was to be associated with New labour, which meant inherent un-sustainability. It was also very London focused. Still, despite the faults, I think it was a good case study and good lessons could be learnt from it by the UK and other nations.
As for England, as opposed to the UK or Britain, I think it is a sub-brand within a quite confusing relationship of brands.
This week, the English celebrate St George's Day - 23rd April - so hence this video - Brand England: Seven ways to know if you're really English... Enjoy!
Tripatinos, please feel free to add any other 'funny' comments about Brand England. Thanks.
Should tourism brand managers co-brand with local events and campaigns in their key markets?
Witness Horsham Town, England's Easter event: Italia in Piazza. Should the Italian State Tourism Board (or their regional bodies) have co-branded with Horsham - located in one of Italy's key markets?
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