In an age of mashups and remixes, the word “phygital” is an apt hybrid. Phygital marketing seeks to seamlessly blend...
Phygital tourism is here to change your world
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Frank Cuypers
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...
Destinations: Beware the better mousetrap fallacy
“Build a better mousetrap, and the world will beat a path to your door.” This quote attributed to the American poet...
Don’t drown in the sea of sameness: A destination branding paradox
Destination marketers tend to believe that good branding is about standing out in the crowd. This is understandable,...
3 essential elements of the place brand formula
How does the rest of the world see your destination? Shift perceptions in your favour by defining and communicating...
Can destinations reconcile competing logos and brands?
Changing a logo is like a divorce. It can be messy, painful and take years to complete. It’s no wonder that some of...
Need better visitor stories? Improve your place product
"How was your trip?” The answers to this question are the stories your destination’s visitors and residents tell....
A logo is not a brand
Think about your favourite or most unforgettable logos. Whether it’s the Nike swoosh or “I Love NY”, we know logos are...
How should destinations respond to Airbnb and the sharing economy?
As more people participate in the new sharing economy, companies like Airbnb, Inc., VRBO and Wimdu are disrupting the...
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.
