Articles tagged “marketing”

Reaching far back into history for a branding message is a bit of a stretch that provides ample opportunity for the impact to get lost in translation. They should go with the simpler: "Yokohama: It's Close to Haneda Airport."

Canada’s decision to pull leisure marketing from its poorest performing markets is an interesting tactic, but one that gives individual destinations an opportunity to stand out without competing against the more influential country brand.

Kayak wants to present a single brand in every market, but an upbeat musical ad that works in France might not resonate with customers in the U.S., and Kayak could lose brand awareness if customers can’t relate.

Klout hasn't broken through as a promotional tool for travel brands, even though experiments with hotels and airline lounges have been done before. This is among the highest profile such deal, and will likely bring more social media love for American.

Too often destinations err on the side of the broad likability, and cities that share a name with other well-known cities have only one job with their slogans and that’s to distinguish themselves from the competition.

Social media for a travel attraction should be engaging and give insight into a destination; it’s easier to be creative with the voice of dinosaur trapped in a museum than as a staid social media manager.

A play-on-words about a destination’s name is a failed marketing strategy when the city is as little known as West Virginia’s capital, especially since it shares a name with the popular South Carolina beach destination.

Any corporation that jumps into a hot social issue risks alienating customers, but the conversational and personal nature of social media allow brands to take a chance on controversy.

It is the new reality in travel marketing, and Australia is equal or closer than Europe or North America for big part of Chinese visitors, depending on the location.