Repositioning the Destination Digital First with Visit Wales

The discussion focused on brand, digital, content and key learnings of the process.

In destination marketing, branding is not about logos. It’s a holistic, 360-degree approach to crafting, developing and nurturing an authentic identity for the destination.

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In destination marketing, branding is not about logos. It’s a holistic, 360-degree approach to crafting, developing and nurturing an authentic identity for the destination.

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In destination marketing, branding is not about logos. It’s a holistic, 360-degree approach to crafting, developing and nurturing an authentic identity for the destination. For our final presentation, we were delighted to welcome Jon Munro, Digital Director and Strategist at Visit Wales, to share the story of how the destination has completely rebranded, repositioning the destination digital-first.

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The discussion focused on brand, digital, content and key learnings of the process, with the objective to 'build a contemporary, engaging nation brand, that promotes Wales on a UK and International stage, while also inspiring the people of Wales to venture forward with confidence'.

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Key Takeaways

One of the biggest things to come out of branding is consistency. The key objectives are underpinned by the need that everything they do must be 'unmistakeably Wales'.
Have to find the right balance between brand and digital marketing.
The DMOs role is much more about driving awareness and consideration at the beginning stages of the visitor journey. Thus, content is very important at this stage, such as different editorial strands, in addition to a user-friendly and informative product search function. The Visit Wales site produces a blend of both results.
Don't underestimate the size of the task, for example, migration from one site to another site.
We never stop learning with digital.

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Published on:

December 2019