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DESTINATION
BRANDING
IN THE
DIGITAL AGE
2 - 4 DECEMBER 2013
THE RITZ-CARLTON
KUALA LUMPUR
MALAYSIA
INTRODUCTION
Whatever name you give the practice city, place or destination branding, this seminar
provides the ideas, actionable tools and insights for building a magnetic brand to
attract more visitors, talented people, investors, and new businesses.
Competition between places has never been so intense. Places of all sizes are
confronted by crowded global and local marketplaces, countless media options, and
more discerning, tech savvy and time-starved customers. To be relevant and valued,
ambitious cities must be clearly differentiated, have a compelling brand and master
the myriad opportunities to connect with customers through traditional and digital
media.
This interactive three-day workshop blends two of the most important forces in
tourism and economic development; the branding of places and the use of digital
media. This program will enable you to address these challenges and build your citys
capacity as a more effective and formidable competitor. We will demystify the
concepts of branding places, how to pinpoint your most potent brand and how to plan
and orchestrate the actions essential for a persuasive city brand in the Digital Age.
Bill Baker
Chief Brand Strategist
Total Destination Marketing
Bill Baker has decades of branding and marketing
experience in more than 25 countries. Bill is
recognized internationally as a foremost expert
and industry pioneer for his pragmatic approach
and successes in creating brand, tourism and
marketing communications strategies for places
of all sizes. Simply put, Bill and helps small cities
and destinations become more competitive,
enjoyable and economically successful. A hallmark
of his approach is the way he simplifies and
demystifies place branding so that it is better
understood and applied by wider audiences.
Bill is widely published in industry media, journals
and books, and is the author of the acclaimed
best-selling book, Destination Branding for Small
Cities which simplifies techniques for branding
destinations. He also contributed to several
leading books on destination branding published
in Europe this year.
Hope-Johnstone
EXCLUSIVE TAKEAWAY
Bill Bakers LATEST book!
SECRET FOR
SUCCESSFUL SOCIAL MEDIA MARKETING
Testimonials:
Everyone in attendance without exception were blown away and
highly motivated after your presentation and workshop. Your
superb presentation sparked renewed cooperation and
understanding of the critical issues.
Chief Strategist
HPR Internet Marketing Agency
John has over 30 years of tourism marketing
experience as a Director of Marketing and Vice
President of Marketing of three major International
hospitality companies and a CEO of two DMOs.
John is accredited as a Certified Internet Marketer
from the Internet Marketing Association. His
internet coaching has received rave review from
business owners, marketers, Governmental
agencies and non-profits alike. He has written two
internet marketing books and has recently
completed his third book on Social Media
Marketing.
360 International Limited, Level 8, Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.
www.360i-group.com
DESTINATION BRANDING
IN THE DIGITAL AGE
COURSE CONTENT
DAY1 HOW TO DEFINE YOUR MOST POTENT BRAND
What is changing in the world of brands and city competitiveness
What is changing in the world of destination branding? How is branding
relevant in the Digital Age? When should a city develop a brand strategy?
What are the critical success factors? What are the pitfalls and how can you
avoid them? Which places are getting it right?
Whats the best way to manage a branding process for your city?
How should you organize and lead your branding? Who should be involved?
What preparations and precautions are required? How do you select a
branding firm and Brand Advisory Committee?
What destination branding processes can be used?
A review of several branding processes and the actions needed to define your
most potent brand, as well as the on-brand programs and tools to achieve
your objectives.
How can you identify your citys place in the world?
This step shows the elements of a comprehensive brand audit, including the
research needed to gain insights into customers, stakeholders, competitors
and destination strengths.
How can you pinpoint your competitive edge?
This session demonstrates how to define your most competitive positioning,
what differentiates the city and how to express your Brand Platform and a
distinctive Destination Promise.
COURSE SCHEDULE
8.00
8.30
10.00 - 10.20
12.30 - 13.30
14.40 - 15.00
16.00
360 International Limited, Level 8, Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.