The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Brand USA wants to rebrand America again

Brand USA wants to rebrand America again | The Insight Files | Scoop.it

As Brand USA's budget has swelled in recent years, it has launched a variety of marketing campaigns aimed at attracting foreign visitors to the USA. The group's latest board meeting highlights a repositioning in international advertising with America as a land of invention. Among the upcoming actions include:

 

  • Brand USA is looking to launch new international brand campaigns that turn America's weaknesses into positives, turning America's size and diversity into a selling point rather than a source of confusion.
  • 2016 marks the first ever US-China Tourism Year event, a partnership which is geared at getting more Chinese holidaymakers to visit the United States.
  • Brand USA has reported the success of its latest documentary film, National Park Adventure, with plans to fund a similar film in the coming years and leverage the content produced for the film across other mediums.
  • The renaming of its Visa Waiver Program.

 

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Tourism New Zealand CEO on Smarter Digital Marketing

Tourism New Zealand CEO on Smarter Digital Marketing | The Insight Files | Scoop.it

Long an infrequently visited country of untouched outdoor landscapes, New Zealand burst onto the international scene when the minds behind two remarkable movie franchises - the Lord of the Rings and Hobbit trilogies - decided to produce their films in the country more than 13 years ago. The series brought New  Zealand into the living rooms of viewers across the world, with the tourism board capitalising on it by making as many connections as possible between the real-life destination and fictitious Middle Earth in movie-goers' and travellers' minds. Tourism New Zealand's CEO knows that the time and money it takes travellers from most markets to travel to the country will forever be a challenge despite its recent rise in popularity. Skift recently spoke to Bowler about the country's unique and targeted messaging strategies, and how his and other destination marketing organisations can more effectively prove their value, as well as how he plans to build on the film's tourism lessons for future success. Click here to read the full interview.

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Tourism Ireland CEO on targeting the right markets

Tourism Ireland CEO on targeting the right markets | The Insight Files | Scoop.it

Ireland today claims about 10% market share of American travellers to Europe, the highest share it has ever reached. A growing global economy and upswing in international travel no doubt contributes to its success, but Tourism Ireland has also actively sought out additional visitors through a number of campaigns. Tourism Ireland has recently revealed a new $3.4 million website, complete with the domain name Ireland.com, in addition to launching The Gathering - a year-long series of events aimed at foreigners with Irish roots, to reinvigorate tourism after the financial crisis. Skift recently sat down with Tourism Ireland CEO Niall Gibbons to discuss marketing priorities, funding issues in Ireland and across Europe, and the development of Northern Ireland as a destination. Click here to read the complete interview.

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Evaluating and evolving the role of the DMO

Evaluating and evolving the role of the DMO | The Insight Files | Scoop.it

In this article, Destination Marketing Association International sits down with Anita Mendiratta, one of the most respected global strategic advisors in Tourism and Economic Development, to get her take on the findings and implications for the industry. Anita describes the importance of DMOs collaborating with the private sector and forming public/private partnerships in marketing and managing a destination, along with outlining the metrics that matter when it comes to tourism development. According to Anita, growth is fuelled by the importance of travel and tourism at four levels: economic, political, social and psychological. These pillars must be considered by DMO's seeking to make a positive impact on destination growth, development, identity and competitiveness. Click here to learn more about how to build and protect the destination brand for tomorrow's DMO.

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How to fix travel

How to fix travel | The Insight Files | Scoop.it

Tourism development advisor Doug Lansky recently had the opportunity to convince an audience at TEXx in Stockholm that the concept of travel requires fixing. His talk draws on the work he conducted through Destination Development Watch, examining how destination marketing organisations should rethink their strategies and visitor forecasts by crunching the data surrounding tourism in a different way. He believes this will solve issues around overcrowding, sustainability of destinations and the capacity to grow. Click here to watch the video.

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VisitBritain CEO on being a tourism catalyst

VisitBritain CEO on being a tourism catalyst | The Insight Files | Scoop.it

VisitBritain is the organisation charged with marketing England, Scotland, Wales and Northern Ireland in partnership with the individual countries' and cities' tourism boards. The organisation is currently in the midst of a new campaign highlighting attractions outside of well-known cities. Since the UK eased visa processes for Chinese travellers in 2014, VisitBritain has been heavily focused on attracting Chinese travellers and preparing British businesses to cater to the high-spending tourists. It has also doubled down on its digital marketing initiatives, including a blog on Tumblr. Skift recently interviewed the CEO of VisitBritain about her new role, how digital channels are changing VisitBritain's new marketing priorities, and what she would do with ten times more funding. Click here to read the full interview.

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Gorkha Adventure Pvt.Ltd.'s comment, March 16, 2015 10:59 AM
nice..
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NYC & Company CEO on selling an iconic city

NYC & Company CEO on selling an iconic city | The Insight Files | Scoop.it

NYC & Company is the organisation charged with marketing one of the most iconic cities in the world. New York City sits at the top of many travellers' bucket lists, with its culture and attractions helping define America across mainstream media. Recently, NYC & Company has rolled out a number of new marketing initiatives including a campaign aimed at locals, the continuation of its neighbourhoods and family-oriented campaigns, and the naming of Taylor Swift as the city's official global ambassador. Skift recently sat down with the CEO of NYC & Company to discuss the role that data plays in forming marketing strategies, how to prepare for international visitor growth, cooperation for the sake of infrastructure changes, and why the Taylor Swift partnership isn't just a one-hit wonder. Click here to read the complete interview.

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