03rd February 2015

The Art Of Destination Branding

By Tim Lewis

Great destination brands are not manufactured - they are grown.

If we stop and think of our favourite place, be it a city street, a theme park or a district, a common thread exists - we feel a sense of ownership of it. This sense of ownership is established because the place creates an emotional reaction in us. This reaction is based on both the promise the place makes and the experience it delivers. The two things must connect.

A brand's personality carries the promise beyond the physical place and connects it to the physical experience. This only happens when the brand is embedded in the place itself –and truly reflects the DNA and character of the place it is not just as a logo on signage, but embedded within every touch point. It's not just physical, it's a feeling and a meaning that is authentic not manufactured.

Connecting promise to place and creating an authentic meaning - this is the art of great destination branding.