Destination Branding

DESTINATION BRANDING

MARKETING PRESENTATION

by

RACHAYEETA MOKASHI 97

ABHA KULKARNI 118

DURVESH KATKADE 119

It is a name, term, sign, symbol or design or combination of them

Intended to identify the goods or services Of one seller or group of sellers and To differentiate them from those of

competitors.

WHAT IS A BRAND?

What is destination branding?

There is increasing interest and demand for destinations.

They adopt techniques based on challenger branding principles.

Effectively communicate and promote their competitive advantages.

Destinations as brands

It promotes a town, city, region or country .

It promotes the development and marketing of a destination. They offer many services to the travelling public.

Destination Marketing Organization

Segmentation, targeting and positioning model

Meetings, incentives, conferencing, exhibitions

MICE tourism usually includes a well-planned agenda centered around a particular theme or topic, such as profession trade organization, a special interest group or an educational topic. Such tourism is often a specialized area with its own exhibition.

MICE tourism is known for extensive planning and demanding clientele.

It is a shorthand for business events that entail a large convergence of people

business opportunity as a splendid venue for international conferences and conventions

Image is projected through the chains of hotels, providing international standards in facilities and services.

Convention Centres, Conference & Banquet Halls Exhibition Centres Auditoriums & Stadiums for hosting opening/closing

ceremonies & other events Accommodation in good 5-star and 4-star hotels Restaurants & Bars Recreation activities like Golf Course, Yoga &

Ayurveda Centre, Discotheque, Sports like Tennis, Squash, Badminton, Health Club with Spa facilities

Easy accessibility in terms of domestic and international flights

 India is globally connected to a network of over 50 international airlines and several domestic airlines, which provide convenient connectivity within India.

Facilities available at all the Recommended Venues :

BUSINESS MEETS PLEASURE

MICE

Case Study

Dubai is one of the seven Emirates within the United Arab Emirates.

It is Located on southeast of the Persian Gulf on the Arabian Peninsula.

It has a total population of 2.1 million. Main occupation was trading of oil until

1990, when they realized that the reserves were soon going to deplete.

Background

1990

2003

2012

The Dubai Shopping Festival Brand is as big as Coca Cola.

Initiated in the year 1996, it is a host to more than 200 nationalities.

It has the highest number of retails brands compared to any other destination in the world.

Its not just Shopping!

Dubai Shopping Festival

Events in Dubai

More than 70 malls and 6000 outlets are participating in the current DSF.

25% of the annual sales is recorded during the Festival.

In 2011, nearly four million people visited Dubai during DSF and spent Dh15.1 billion during their stay, out of which Dh8.7 billion was spent only on shopping.

DSF- In numbers

•Burj Khalifa• Tallest Building in the World• One of the Dubai’s Biggest Tourist Attractions• At the Top Experience!

•Burj Al Arab• The only 7 Star Hotel in the World

Heart of India!

Home to the cultural heritage of Hinduism, Buddhism, Islam, Jainism.

Also known as Tiger State.

Famous national parks like Kanha, Bandhavgadh, Shivpuri, Sanjay, Pench are located in MadhyaPradesh.

Madhya Pradesh- Background

Campaign- 2006◦ Tagline used: “Hindustan ka Dil dekho.”◦ Based on the theme of Bioscope.

Campaign- 2009◦ Tells about the various tourist destinations to be explored.

Campaign- 2010◦ Tagline used: “MP ajab hai, sabse Gajab hai.”◦ Based on the art form of Shadowgraphy.

Tourism Statistics

http://www.incredibleindiacampaign.com/