Destination Branding

LouisianaMoritz TrollmannKarolina KaletaKatrin ZantisMarianne Wollring

I. IntroductionII. Marketing aspects: Image, Brand,

Positioning, visionIII. Strategic management stagesIV. Destination celebrity matrixV. Destination brand fashion curveVI. Destination brand benefit pyramid

Content:

Louisiana

Capital: Baton Rouge

Biggest city: New Orleans

Population: 4,400,000

languages: English, French

Basic facts

Images of Louisiana

Brand has been damaged by negative media coverage

New Orleans has been displayed as flooded, broken, unsafe, unhealthy and deserted

=> replace negative images with images people know and like

=> people need to be able to identify themselves with the brand Louisiana

Brand

Rebuild Louisiana to worldwide preeminence as a top tourist destination in the minds of regional, national and international leisure travelers. place to have a meeting, have fun, learn about our culture and discover our unique heritage

Vision

My Louisiana Campaign

My Louisiana Campaign

Targets: Adults– age 25-54 Household Income of $40,000+ Frequent domestic travelers 4+ times/year Mature Market, Multicultural Market, Key

International Markets

=> Rich diversification from business, nature, leisure, casino, party, culture -tourism

Positioning

1. SWOT Analysis 2. Characteristics 3. Key Concept 4. Slogan

4-Stage Management Approach

Strength: culture, history, Mississippi, Music, food

Weaknesses: small state, climatic, below sea level

SWOT Analysis

Opportunities: cultural& culinary tourism (graph)

Threats: 11.9.01, Katrina&Rita, financial crisis

SWOT

Festivals History Mississippi New Orleans Music Plantations

2. Characteristics

„Destination of cultures“

„Destination of differences“

„Culinary destination“

„Destination for the senses“

3. Key concepts

1997: „Louisiana. Come as you are. Leave Different.“

2006: „Come fall in love with Louisiana all over again“

2008: „My Louisiana“ (show ad)

4. Slogan

High emotional pull Moderate celebrity value

Destination Celebrity Matrix

Destination Brand Fashion curve

Destination Brand Fashion Curve

Brand Benefit Pyramid

Level 1

Historical Sites Festivals/Events Culinary

Level 2

History: knowledge, learning, social Being part of Louisiana’s life Feel entertained

Feel queasy during the Hurricane Katarina trip

May feel anxious because of Voodoo magic Feel overwhelmed

Level 3

Durable > touchable history Wide range of activities and attractions

Level 5

Distinctive and diversified brand competitive Flexibility of positioning

Level 4

Strong emotional brand Focus and promotion of strengths while

fighting threats

Economic crysis and limited future funding are challenges

Conclusion

Questions ?

Thank you for your attention