P. Blake Jorgenson

We think outside.

By the end of next year, 1.4 billion tourists will exist world-wide.

Destination tourism

Depending on who you are.This may be good news, or bad news,

Many destinations see this as an incredible opportunity for economic growth and

infrastructure development.

They focused on developing product to appeal to those increasing numbers of tourists.

Which really worked

Until it didn’t.

We’ve heard it during this conference.

Overtourism is real.

> Community and recreation infrastructure becomes strained.

> Resident satisfaction diminishes. > Local and tourist conflict rises.

> Eventually the tourist experience is diminished.

Outdoor destinations are most at risk.

1. Community vision

How to tackle the challenge

1. Community vision2. Policy and planning

How to tackle the challenge

1. Community vision2. Policy and planning

3. Branding

How to tackle the challenge

Branding is not rocket science.

How to tackle the challenge

What is it?

Place branding

The process of uncovering, expressing, developing and realizing the defining traits and

spirit of a place, for the benefit of its visitors and residents alike.

What is it?

Place branding

It is a combination of its unique character, purpose and values, its distinctive atmosphere and offering,

its indisputable culture and its defining spirit.

Place branding

It is about community, policy, innovation, product, programming, infrastructure investments and

symbolic actions.

How it gets created

Place branding

It is co-created by a place’s stakeholders, including governments, DMOs, businesses, community

organizations, residents and visitors.

How it gets created

What are the signals that you should take this on?

How to tackle the challenge

We use place-branding to solve place elasticity.

Why take it on?

How to create your own placebrand

Process

Define the

Place Experience0302 Understand your

Best Guest01 Envision with your

Stakeholders

Market from the “Best Guest”

bull’s eye, then move out0605 Engage stakeholders

in development + mgmt04 Articulate your

brand

Phase 1: Define

Phase 2: Deliver

Phase 2: DeliverHow can we deliver it consistently?

Phase 1: DefineWhat is our desired Place Experience?

Manage

Market

Local/regional government

Destination Marketing Orgs

Local businesses

Tourism partners (First Nations, Land Owners, etc),

Target Audiences

Brand Platform

Messaging

Integrated marketing

How we’ll make it happen

The PlaceExperience

(PX)

Natural environment

Built environment/product

Culture & heritage

People (residents & visitors)

Align the stakeholders

Align the marketing

Envision with your stakeholders

Origin Place Branding

01 Engage your Stakeholders

03 Defining the

Place Experience02 Understanding

our Customer

Engage your

Stakeholders01

Process

05 Engage stakeholders

in development + mgmt04 Articulate your

brand06 Market from the “Best Guest”

bull’s eye, then move out

− Gather a group with skin in the game, gain their commitment

− Develop your vision and values

− Envision your product

− Determine your unique positioning (vis a vis the competition)

− Craft your story

Origin Place Branding

Understand your best guest

02 Understanding our Best Guest

Process

− Gather research and consumer trends

− Ask stakeholders for anecdotal Insights

− Develop a persona of your “best guest”

03 Defining the

Place Experience02 Understanding

our Customer

Engage your

Stakeholders01 05 Engage stakeholders

in development + mgmt04 Articulate your

brand06 Market from the “Best Guest”

bull’s eye, then move out

Define the Place Experience

Origin Place Branding

03 Defining the Place Experience

Process

− Align who you are with who you want

− Identify the experiences in that perfect match

− Discuss product and experience development

− Map your future product / experience into the future

03 Defining the

Place Experience02 Understanding

our Customer

Engage your

Stakeholders01 05 Engage stakeholders

in development + mgmt04 Articulate your

brand06 Market from the “Best Guest”

bull’s eye, then move out

Origin Place Branding

Articulate your brand

04 Brand Articulation

Process

− Establish your messages

− Determine what you “look like”

− Engage your content creators

− Work with your DMO

03 Defining the

Place Experience02 Understanding

our Customer

Engage your

Stakeholders01 05 Engage stakeholders

in development + mgmt04 Articulate your

brand06 Market from the “Best Guest”

bull’s eye, then move out

Origin Place Branding

Engage stakeholders in development and management

05 Engage your stakeholders in development and management

Process

− Map your action plan

− Assign responsibilities

− Create collaborations

− Revisit regularly

03 Defining the

Place Experience02 Understanding

our Customer

Engage your

Stakeholders01 05 Engage stakeholders

in development + mgmt04 Articulate your

brand06 Market from the “Best Guest”

bull’s eye, then move out

Origin Place Branding

Market to your Best Guest bulls-eye and work your way out

06 Market to your Best Guest bulls-eye and work your way out

Process

− Start focused

− Expand your markets, but only as required

− Be prepared to not be the best fit for everyone

− Celebrate your uniques

03 Defining the

Place Experience02 Understanding

our Customer

Engage your

Stakeholders01 05 Engage stakeholders

in development + mgmt04 Articulate your

brand06 Market from the “Best Guest”

bull’s eye, then move out

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