We’ve noticed that the word brand makes some people uncomfortable. Has brand become a bad word? Most people don’t...
Words matter: Helping your residents understand brand
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Frank Cuypers
Place brands that lack substance are doomed to disappoint
Like many industries, place marketing has weathered some notorious brand disasters. This 2010 brand video for Downtown...
Place brand manager roles are expanding: here’s why and what to do next
“The wider any culture spreads, the thinner it gets.” -Stanley Edgar Hyman, literary critic This maxim - known as The...
Do your visitors trust you? Educate them with honesty
Your visitors spend months dreaming about their vacation. They research online, they see promotional material on...
Boutique destinations are making a massive impact
In 2015, the Skift travel magazine declared “The Rise of the Boutique Destination” as a trend to watch. This mirrors...
Why loyalty management leads to growth
Imagine that for every one hundred arrivals to your destination, one hundred and ten returned next year. Ideally, how...
You’re not as famous as you think
You might be the king or queen of your castle. You’re passionate and creative about your destination’s branding, its...
Phygital tourism is here to change your world
In an age of mashups and remixes, the word “phygital” is an apt hybrid. Phygital marketing seeks to seamlessly blend...
Meet your visitors’ needs and avoid marketing myopia
In 1960, Theodore Levitt coined the term “marketing myopia” in Harvard Business Review as a cautionary description of...
You’ve found your partner for destination marketing
We work with the most innovative tourism boards in the world to create a vision for each of their destinations, solve business challenges and execute brilliant, integrated campaigns. The expertise we apply to that work is shared in the articles published here and in our DMO Matters newsletter.
