amy consiglio, partner pursuit of happiness. old (vs “young” or “new”) historically focused...
TRANSCRIPT
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Destination Marketing Campaign
Amy Consiglio, PartnerPursuit of Happiness
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Perceptions
• Old (vs “young” or
“new”)
• Historically focused
• Tobacco driven
• Been there, done that
• Not memorable,
nondescript
• Pass-through
destination
• Not worth a special
visit
CON
• Quiet, peaceful, small town
• Idea-Driven
• Artistic, quirky
• Beautiful
• Easy to get there
• Great food
• Close to Vineyards
• Family friendly
• Historic
PRO
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Brand Currency
FUNCTIONAL REWARD (what is it)
EMOTIONAL RELEVANCE (what it says about me)
PERSONAL RESONANCE (how it makes me feel)
CULTURAL ROLE (what role does it play)
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Functional Reward
What is it exactly?
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Functional Reward
What is it exactly: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries
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Emotional Relevance
How does it make me feel:
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Emotional Relevance
How does it make me feel: Makes me wonder what’s next, I’m encouraged to explore
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Personal Resonance
What does it say about me:
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Personal Resonance
What does it say about me: I’m naturally inquisitive, filled with possibility
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Cultural Role
Who would it be:
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Cultural Role
Who would it be: Explorer
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Currency
What are we selling: Curious Minds Welcome
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Brand Currency
FUNCTIONAL REWARD: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries
EMOTIONAL RELEVANCE: Makes me wonder what’s next, I’m encouraged to explore
PERSONAL RESONANCE: I’m naturally inquisitive, filled with possibility
BRAND CURRENCY: Curious Minds Welcome
CULTURAL ROLE: Explorer
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Branding Process
RESEARCH: Understand the audience, the motivators, the mindset
STRATEGY: Develop Brand Currency, dimensionalize platform
MESSAGING: Evaluate assets, determine key communications
CREATIVE: Build on insights, industry, experience
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Brand Assets
HISTORY
WINEFOOD
ART
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Brand Message
HISTORY
WINEFOOD
ART
Why Winston-Salem? Curious Minds Welcome
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Key Strategies
DEFINE AND DIFFERENTIATE OUR PRODUCT (boost awareness)
COMBINE TOURISM DRIVERS (increase motivation)
ELEVATE CONSUMER PERCEPTION (reinforce brand currency)
BE INNOVATIVE (drive trial)
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Brand Campaign
IN OUR SOUTH
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