Have you ever wondered why some destinations draw your attention like a magnet while others just... don't? Well, behind that magnetism (or lack thereof) there is a science and art called "place branding." But, aha, how many setbacks we can find on that path. Here I leave you my top 5 bad practices in the world of place branding!
1. Feigned authenticity:
Trying to sell a destination as heaven on earth when in reality it is more of a common place is like trying to pass off tofu as steak. People are looking for real experiences, not doctored postcards. Let's be genuine!
An example we can consider is the "Visit Scotland" campaign. This campaign focused on authenticity by highlighting the unique experiences that can only be had in Scotland, such as its natural landscapes, rich history and distinctive culture. The key to its success was showing the real Scotland, including its rainy days, avoiding excessive idealization and connecting with visitors on a more genuine emotional level.
2. Fly vision:
Thinking only in the short term is like being a fly that only sees what is in front of its nose.
Place branding is a marathon, not a sprint. Patience and perseverance are the keys to success. Don't become another statistic of half-finished projects!
And this short-term vision can be tempting, especially when looking for quick success. However, examples such as the transformation of Bilbao, with the opening of the Guggenheim Museum, show the power of a long-term vision. This project not only changed the face of the city but revitalized its economy and culture for decades.
3. The exclusive club:
Making place branding that only benefits a few is like having a party and inviting only your close circle. True success comes when everyone is part of the celebration and the entire community benefits . Let's open the doors!
The example is the initiative of "Detroit's Comeback" . This campaign focused on revitalizing Detroit's image, highlighting not only its rich automotive and musical history, but also its urban and community renewal efforts.
The strategy included the promotion of new developments, cultural spaces and community participation, demonstrating how place branding can contribute to the well-being of the local community by involving its members in the revitalization process.
4. The creative comfort zone:
Staying safe is like always eating at the same restaurant. Exploring new ideas and creative paths can lead you to discover the next big attraction in your destination. Innovate or die trying!
For example, the "I Amsterdam" campaign went beyond typical tourism marketing by creating an inclusive narrative that highlighted the city's diversity and creativity, promoting both tourism and local pride. This approach helped position Amsterdam as a vibrant and welcoming destination.
5. The labyrinth of complexity:
Trying to oversimplify a destination is like trying to summarize "Don Quixote" in a tweet.
Let's embrace and celebrate complexity, finding ways to communicate it that are both engaging and memorable. Make every word count!
Japan, with its "Endless Discovery" campaign, managed to balance its rich history and tradition with innovation and modernity, showing the complexity of the country in a way that attracts and fascinates visitors, promoting deeper exploration.
Have you encountered any of these practices in your travels or at work?
Share your experiences!
And remember, in the world of place branding, as in life, sometimes the greatest learnings come from what we decide not to do.
Comentarios