Travel marketing is the fastest-growing category globally in terms of advertising spend, yet 86% of place branding exercises fail.
Places often get lost in the noise, drowning in a sea of sameness. Many destinations push out the same messages across the same channels to the same audiences, with little differentiation.
If you try to be known for everything, you will be famous for nothing.
The key is not just what your place could say, but what it should say to resonate with those you need to influence.
To stand out and stay top of mind your place needs to forge an emotional connection with potential visitors beyond the facts of what you offer.
And how do people connect?
Through stories.
65% of human conversation consists of personal stories, it’s how we are wired.
In fact, stories are remembered up to 22 times more than facts alone.
Research has shown that place storytelling significantly increases people’s ability to ‘‘see themselves’ in a place which in turn significantly increases the persuasiveness of communications - influencing their attitude, intention to act, and decision to visit or recommend the place.
We've put together some of the things we've learned along the way.
Download the Bird Place Storytelling Playbook to find out more by filling in the form here.
Comentários