I was enthused to read the post Why focussing your content strategy is critical for your success by Troy Thompson. Why? Because it eludes to what I see as one of the biggest opportunities in destination and place marketing. Developing a destination content strategy that supports...
My god, time flies doesn't it! Once again it’s that time when we do some chin scratching about what has gone before and take a look at the year ahead. I like this time of year. The days are getting longer. Spring is not too...
I have been talking a lot recently about the value of taking a content led approach and the role that plays in delivering successful digital marketing programmes. Not exclusively but especially around destination marketing and putting content at the center of what you do. Those of...
Earlier this year I sat on an expert panel looking at travel brands and how they can maintain their brand values in a marketplace where consumers are increasingly swayed by price. You can read the full write up in Travolution Magazine. Expert is a dangerous word,...
I am going to risk over simplifying things. It’s the antidote to over complicating things and, lets admit it, sometimes digital marketing types have a habit of doing that. Digital marketing is really only about two things. Content and distribution. That’s it. We are all in...
It's January 31st. The year is in full swing. Last chance to post something on what 2012 will bring! So, here goes. It is certainly an interesting time for destination marketing and the national, regional and city Destination Marketing Organisation - the ‘DMO’. We have been...
We're developing the web strategy for a new DMO (Destination Marketing Organisation) website. We're currently looking at segmentation - building out our current approach to segmentation so we have something more granular that supports the development of specific customer personas. Once we've defined these groups...
Recently published in it's third edition and available here we wrote the chapter 'The digital challenge'. The book asks whether tourism places get the reputations they deserve and discusses brand concepts, challenges and topical cases. It tackles how place perceptions are formed, how cities, regions...
Here are the presentation slides for today's keynote at ENTER 2011 - the international conference on IT in travel and tourism. Big thanks to the keynote team - Jason Ryan from iCrossing and Tom Hall from Lonely Planet. You can also check out the live recording...
Visit Wales launched their Proper Holidays campaign this week. In a previous blog post we suggested that it was important that destination brands have a clear point of view online. Wales certainly has a clear point of view about what holidays should and should not...