Friday, February 26, 2021
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Tim

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One mistake every DMO needs to avoid, because your members don’t care.

If I'm a tourism operator running a business in your region, what you (the DMO) want is not important to me. For the most part,...

The one question to ask before you start any new project.

Whether your a tourism business or a destination marketing organisation, projects arise. A new website. A refresh of the marketing material. A re-brand. A campaign....

The remarkable way a couple of tiny Outback towns can somehow fail to deliver on visitor expectations.

We were travelling through Outback Queensland eagerly anticipating hitting the towns connected by the Dinosaur Trail. Talked up online and in brochures as a journey...

DMOs and Tourism Boards don’t control the destination brand.

If there's one thing good that came out of 2020 it will go down as the year that Tourism Boards & Destination Marketing Organisations...

Do your operators understand what makes up your destination’s DNA?

"For brand knowledge to become imbedded throughout the organization, it has to be protected against “evaporation,” the tendency for decisional wisdom to disappear as...

What makes a product, services or experience, irresistable?

To become ‘irresistible’ requires alignment of Brand, Product, and Marketing. You can have a great product but if you don't have the language to sell...

Why do people get around with ‘I Heart New York’ & ‘I Heart Tokyo’ type of gear?

They're not wearing 'I heart Melbourne' much. It'd also feel a little reaching and disingenuous too, right? So why are they? It's not because the restaurants...

Have you ever considered if your business is remarkable?

As in, worthy of remark. Thy hallowed five-star Review is so important today, more so than ever. Why? Because what people say about our brand...

The steps to write a brand strategy.

1. Know your mid and long-term objectives and why you are in business in the first place. Why does the business exist in the first...

What is a brand strategy?

A Brand Strategy is a statement and set of guiding principles that clearly articulate who and what the organization stands for, and an aspirational...

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