Sending an Invitation around the world: Developing A Country as a Branded Destination
Abstract
What is a brand, its purpose and value and how can brand architecture be developed and applied to convince the world’s tourist to choose one destination over other destinations? Practical examples of destination branding will be provided from the City of Glasgow and from research conducted for the tourism sector in Australia and NZ.
Murray Campbell, MA Hons (Geography) University of Auckland, Fellow of the Market Research Society of New Zealand.
Murray runs his own research consultancy, Baseline Consultancy. Prior to establishing Baseline in 2008 Murray was the Regional Director for TNS Asia Pacific for the Travel and Tourism sector. This enabled Murray to work with and present to a wide range of industry organisations including Tourism New Zealand, The Tourism Boards of Morocco and Korea and several airlines including Singapore Air, Thai Air, Air NZ and Air Egypt. Murray has also written and presented widely on the power of brands and advertising across most industry sectors. He is a Judge for the CAANZ Effie Awards and a frequent contributor to the advertising trade magazine Ad Media.
