place dna

What tourism businesses need to know about destination branding

Michael Eisner, ex-CEO of Disney, once said, “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures”. Destination brands live and breathe through ongoing collaboration. Thousands of small actions...

Case study: How Campbell River rebranded itself from the inside out

Successful destination branding stems from the identity of the people who make a place what it is. Over time, people and communities change, places and travel habits change, and destinations need to ensure that brand strategy evolves along with them. Campbell River is...

Do your visitors still need a visitor centre? Use these 4 criteria to find out

If you started a new tourism destination from scratch, would you invest your limited resources in a brick-and-mortar visitor centre? It’s common practice to operate one; according to one study, eight out of ten destination marketing organizations (DMOs) have an...

Working in isolation is risky. Here’s why Tourism Calgary built strategy and brand with a team-wide, collaborative process.

Feb 9, 2018 | Destination marketing strategy, Strategic planning

Destination marketers who develop strategy and brand in isolation risk not reaching their full potential. Successful...

Place DNA® airs resident viewpoints to aid tourism planning in Big Sky, Montana

Jan 19, 2018 | Brand and identity, Topic: Place DNA®

Can you define your destination’s community identity? Do you know your residents’ greatest hopes and fears about...

Fight your DMO’s identity crisis with Place DNA®

Nov 3, 2017 | Brand and identity, Topic: Place DNA®

Who do you think you are and why does it matter? In the contemporary destination marketing landscape, the best...

Gold Coast Tourism rebrands by unearthing its Place DNA®

Aug 11, 2016

In an extremely competitive and ever-changing travel industry, destination marketers know the importance of developing...

Use Place DNA® to define your destination’s core identity

Jun 21, 2016

Place DNA® is at the core of the three layers of place branding that help destination marketers understand how...

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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.

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