Quantcast
Destinations

Building a country brand requires more than an advertising campaign

Excerpt from BrandConsultantAsia

May 07, 2013 3:07 am

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

Free Report: Social Media Trends for Tourism Boards

The Changing Business of Extended-Stay Hotels


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.

Read the Complete Story →

Tags: ,

Next Up

More on Skift

Tourism to Cuba Will Grow But How Fast Remains to be Seen
The Profile of the Solo American Traveler is Getting Older
Carnival Commits to First Super Bowl Ad Amid Marketing Push
From Campaigns to Content: The Evolution of Hotel Marketing