Opinions: 

DMO Stories

For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? 

Here is an extract of Destination Canada's talk about brand transformation.  We have highlighted the key messages.  The full Case Study is available for #DTTT Members.

 

For Destination Canada, it was a change in strategy. A shift to focusing on transformational travel to respond to the changing desires of today’s traveller who is now seeking experiences that will ‘change’ them, informing their beliefs and values, and truly touching their hearts in some way. 

To align with the transformational travel experience, Destination Canada changed its practice to focus on matching target travellers personal passions to Canadian experiences, and evolving from a destination brand to a passion brand. 

Video: “More than travel - it’s a journey” 

What is a passion brand?

What is your favourite brand? Now think about why it’s your favourite brand? How does it make you feel? 

Passion brands are built on shared passions, loyalty and personal connection. Brands that connect with their audience on an emotive level based on shared values that often go beyond the product itself, amassing a dedicated following over time. It’s about the experience and it’s about the story. For example, when you buy a pair of Nike trainers or an Apple phone, it’s probably not because they are technically the best on the market, but it’s the relationship you have with that brand and what it means to you.

Building a passion brand takes time. Here is how Destination Canada has laid the foundations to evolving from a destination brand to a passion brand. 

A focus on outcomes

Rather than starting with marketing tactics and outputs, it starts with focusing on results and impact. The desired result is for travellers to fall in love with Canada, and so it’s ensuring that everything aligns with this. 

A new structure 

A new strategy requires a new structure. Destination Canada restructured the whole team to promote an agile working environment that could respond to the speed of change. The team was reorganised into ‘squads’ that supported a new cross-functional way of working, pooling together skills and learnings as opposed to working in divided teams as before. 

A change in culture

Along with a physical restructuring, this required a change in culture which is really important when it comes to reorganising the work environment. The whole team needs to be on the same page which required a shift in mindset from ‘fear of failure’ to ‘experimentation’. 

Canadian Signature Experiences Program

Destination Canada’s Canadian Signature Experiences (CSE) are a collection of once-in-a-lifetime travel experiences found only in Canada. The program is designed to help eligible tourism businesses promote their product internationally and enables Destination Canada to deliver brand-aligned experiences from all over Canada. The Signature Experiences programme can change lives for small businesses - giving them opportunities they would never have had otherwise.

Content Partners

The challenge with existing content creation was the amount of time spent from creating the content before it reaches the viewer. The solution to this was experimenting with other content partners that already have a content format ready to go, and using influencers to try and reach off season audiences.

We were lucky to have Gloria Loree, Vice President of Global Marketing at Destination Canada, join us at #DTTTCampus 2019 in Oslo to share insights into this brand journey.

#DTTT Members can watch the FULL talk here. If you are not yet a #DTTT Member and want to be part of the Community, contact us on the chat or via email

 

More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
Show more
© 2017 Digital Tourism Think Tank