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Destinations

Building a country brand requires more than an advertising campaign

Excerpt from BrandConsultantAsia

Skift Take

Great overview of how countries need to look further than spending money on buzzy ad campaigns, and think about their brands in the bigger picture, to have a long lasting effect in a turbulent geopolitical landscape.

— Rafat Ali

If you are responsible for developing a Nation, country or destination brand, don’t allow yourself to be lulled into a false sense of security over a ‘successful’ advertising and promotions campaign telling the world how great is your country or destination.

To build a strong brand amid increasing international competition and unforeseen circumstances that are carried across social media and possibly across mass media as well, destinations must have in place a well defined brand strategy that covers all potential scenarios and doesn’t just focus on communications.

Far too many countries or destinations give the responsibility of building their brand to creative advertising agencies. These agencies are called advertising agencies for a reason. They do advertising.

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