Bringing the Brand to Life
Marketing Communications
The brand is a fundamental building block upon which all marketing activity is constructed.
Toolkit/Brand Guidelines
• Brand personality guidelines ___________________________________________
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• Technical design guidelines ___________________________________________
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The Logo – Brand Essence or Symbol
A logo should be:
- attractive____________________________________________________________
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- clear, with clean lines, for impact and distinctiveness_________________________
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- simple, with no more than three visual elements_____________________________
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- capable of rendition in colour and black and white___________________________
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- legible in both small and large sizes______________________________________
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- suitable for all media on which the NTO wishes to use it (e.g. electronic, print, outdoor)_________________________________________________________________________________________________________________________________
- consistently applied in all marketing communications________________________
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Slogans and Straplines
• Slogans are seldom ‘forever’___________________________________________
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• A descriptive slogan_________________________________________________
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• Slogans are optional, not essential_____________________________________
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• Different slogans can be used for different campaigns to different segments and in different countries________________________________________________
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• Logo (and the brand essence), not the slogan___________________________
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The Creative Brief
Tourism destination Event marketing
1. Hallmark event refers to the function of events in achieving a set of goals that benefit tourism and the host community, namely:
attracting tourists______________________________________________________
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creating and enhancing a positive image that is co-branded with the destination/ community___________________________________________________________
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delivering multiple benefits to residents.____________________________________
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2. Hallmark event as a tourist attraction also becomes an institution and its permanence is taken for granted. Its traditions generate a stronger sense of community and place identity. The event and city images become inextricably linked.
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3. Hallmark events can also exist within the context of social worlds and for special-interest groups as iconic tourist attractions that facilitate communitas and identity building.