Destination Branding and

Marketing
OBJECTIVES

• Restate the importance of destination branding

• Explain the development of a brand identity
• Discuss the impact of film tourism in destination branding and
marketing
• Identify the four broad strategies for attracting visitors
• Evaluate how the Philippines is faring in the area of tourism development
compared to its Southeast Asian neighbors
Branding

“ It is the process of creating a slogan from a

message and then designing a symbol or
logo that communicate to potential visitors.”
Development of a Brand Identity

• Appointment of a brand champion

• Identification of the brand community
• Conduct of a destination audit
• Production of a brand charter
Strategies for Promoting Destinations

• Film Tourism
• Celebrity Endorsement
• Hosting of Mega Events
• Participation in Trade Fairs
• Catchy Promotional Gimmicks
• TV , Radio, and Internet Commercials
 Strategies for Attracting Visitors

• Image Marketing
 Strategies for Attracting Visitors

• Attraction Marketing
 Strategies for Attracting Visitors

• Infrastructure Marketing
 Strategies for Attracting Visitors

• People Marketing
THE MARKETING PLAN
OBJECTIVES:

• Identify the parts of a marketing plan

• Create a simple marketing plan for a tourism establishment
• Discuss how the Tourism Promotions Board is marketing the
Philippines
 Marketing Plan

It is a working document developed by

hospitality and tourism establishments
that seriously want to grow their
business in the forthcoming year.
THE EXECUTIVE SUMMARY

Marketing Plan
INTRODUCTION

• Current Situation of the Company

• Environmental Factors
• Competitive Analysis
• Marketing Trends
• Market Potential
• Marketing Research Findings
BACKGROUND OF THE PLAN

• Property Needs Analysis

• S.W.O.T Analysis
• Market Positioning Statement
OBJECTIVES

• Goal of the companies want to achieve

Qualities for Objectives:

Quantitative – expressed in monetary terms, units of measurements,

time specific, and profit margin specific
SMART – Specific, Measurable, Attainable, Realistic, and Time-bound
TARGET MARKET

•PRIMARY MARKET
•SECONDARY/ MARGINAL ACCOUNTS
•NEW ACCOUNTS
MARKETING STRATEGIES

• Product Strategy
• Pricing Strategy
• Promotional Mix
• Distribution Strategy
TIME TABLE
BUDGET

• It is a numerical representation of the

marketing commitment.
CONCLUSION

• This is a short reiteration of the

salient points of the marketing
plan.
FORMAT
Executive Summary
I. Introduction
II. Background of the Plan
III. Objectives
IV. Target Market
V. Marketing Strategie (1 Product, 2 Price , 3 Promotion , 4 Distribution)
VI. Timetable
VII. Budget
VIII.Conculsion
FORMAT

• ARIAL Font style

• “12” font size
• “1.0” line spacing
• Short size word file
• Cover page is a must
• If there’s any lay-out presentation it must be clear