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.
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.
More from #DTTT
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:Always-on Marketing for the Chinese Traveller with Dubai Tourism
Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]#Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing