MARKETING PRESENTATION

ON BRAND

BY
PRADYUT KUMAR DEMANDAL
 WALES
Can a country be a Brand?
 INTRODUCTION
• Destination marketing is fast becoming
a hot subject.

• Although there are few problems in

using the branding techniques to
create a focus for differentiating
holiday destinations but it is possible.

• “politics” and “paucity”

 CHANGING MIND ABOUT
HOLIDAYS….
Are you going on holiday this year?

Where are you going on holiday this year?

What do you want to do on holiday this year?

How do we want to feel on our holiday?

 TOURISM IN WALES

Over the last hundred years

tourism has always been a important
contributor to the Welsh economy. To
day it represents 7% of the Welsh
GDP.
 PROBLEMS IN BRANDING
WALES
• Wales’ image.
• Within the media and traditional
academics there is a element of suspicion
regarding the branding process.
• Introducing new thinking in the public
sector risk-averse culture presented a real
challenge.
• A message that motivated tourists are
needed.
 THE UNIQUE DESTINATION
PROPOSITION
• Domain brand.
• Tourism brand.
• Entry concepts.
• Target segment.
• Relevant product.
• Synergistic/integrated approach.
 THE KEY ELEMENTS OF THE
UDP FRAMEWORK
DOMAIN BRAND
TOUR. POSITIONING

ENTRY CONCEPT ENTRY CONCEPT ENTRY CONCEPT ENTRY CONCEPT

TARGET SEG. UK TAR. S. OVERSEAS

RELEVENT PRODUCTS

THROUGH THE LINE SYNERGY

ADVERTISING

DIRECT MRKTNG

BROCHURES

WEB

PROMOTIONS
THE WELSH DOMAIN BRAND
• A diverse group of public and private
sector organization came together to
develop a domain brand.
• A manual was created that defined the
heart of the brand.
The heart of this domain was “In Wales
you will find a passion for life-Hwyl .”
• The manual also defined the tone of voice.
 THE WALES TOURISM BRAND
• Configuring a tourism positioning for
Wales.
• Research showed that negative feeling
existed with the domestic market.
• Positioned the brand as “natural revival.”
“Wales puts back into your life what life
takes out—the antidote to every day life”
 WALES TOURIST BOARD UK
BRAND POSITIONING

Natural Revival

Unspoiled
Down to earth
SUPPORT Physical
Traditional value
Hidden on England’s and
Back in time
door steps. Spiritual
Genuine
Beautiful
 AWARDS AND CHANGES IN
WALES
• Brochure enquiries increased from 140000
to 240000 in one year.
• Campaign has won 15 national and
international awards.
• Chartered institute of marketing and travel
industry groups and Multi media campaign
of the year award in 1998.
 THE INTERNATIONAL
POSITIONING
• No negative perception as the domestic
tourists.
• Different needs classified as extrinsic
benefits.
• Selection of the “land of the nature and
legend” as a platform for communication.
 THE FUTURE
• The core values and the needs identified
need to form the basis of a framework
which will allow better communication.
• Strategy is rooted in reality and the belief
is in the people working and living there.
• Commitment from the government and
higher official will be critical to its success.
 BIBLIOGRAPHY
• Warriors on the High Wire
--Fiona Gilmore

• www.google.com

• www.walestouristboard.com
THANK

YOU