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place branding

Connecticut Rolls Out Still Revolutionary Tourism Platform

Posted by Sheila Shayon on May 15, 2012 01:02 PM

The state of Connecticut unveiled a new tourism platform around the tagline ‘Still Revolutionary’ this week. The new place branding campaign, which kicked off Monday, is described as a two-year, $27 million dollar initiative to bolster travel and the northeastern state's image and coffers.

Unveiled by Governor Dannel P. Malloy, Department of Economic and Community Development (DECD) Commissioner Catherine Smith, and Deputy Commissioner Kip Bergstrom, ‘Still Revolutionary’ emerged from a crowdsourcing effort that asked more than 1,500 residents (and businesses, such as Stew Leonards), “What’s Your Connecticut Story?” The project gathered locals' thoughts on what they love most about living, working, and playing in Connecticut.Continue reading...


62M View Chinese Love Story Is Really Australia Tourism Commercial

Posted by Abe Sauer on May 11, 2012 06:05 PM

Following the release of its second installment, China's microblog network Weibo was buzzing about the mini-series 再一次心跳 (Heartbeat Love). For a period, it was a top ten trending topic on the social website.

The "micro-film" is being broadcast online at China's video sharing site Tudou in five 45-minute segments. The story chronicles the dramatic romance of a young Chinese couple, played by wildly popular duo Rainie Yang and Show Luo.

The romance kicks off in Australia, which makes sense — the whole movie is funded by the The Australian Tourism Commission. We spoke with Leo Seaton, manager of media relations for Tourism Australia, about the unique branded entertainment campaign.Continue reading...

place branding

South Korea Aims to Rebrand the DMZ

Posted by Mark J. Miller on May 9, 2012 01:02 PM

When the Korean War ended close to sixty years ago, the two sides agreed to create a four-kilometer demilitarized buffer zone between the two countries, an area that would be without military equipment or anything else. Plenty of soldiers are nearby, of course, but the area has grown into a pristine, untouched environment.

So untouched, in fact, that when author Alan Weisman released the excellent 2007 book The World Without Us, in which he tries to figure out what would happen to the planet if humans just somehow all disappeared one day, he visited the DMZ to get clues of what happens to land that’s gone without human intervention.

That natural image of the DMZ is what South Korea is trying to emphasize in a rebranding effort for what former US President Bill Clinton called "the scariest place on Earth," according to the BBC.Continue reading...

place branding

Live Free and Blank: New Hampshire Attempts a Rebrand

Posted by Mark J. Miller on April 16, 2012 11:01 AM

The state of New Hampshire loves its tourists. After all, tourism is where a good chunk of the state’s cash comes from. In 2011, those nickels and dimes added up to more than $4.2 billion. Looks like nobody can exactly do the first part of the state’s historic motto, "Live Free or Die."

(And what's the point of encouraging potential tourists to do the second part?)

Because of that, the state is looking to draw in more tourists and launched an advertising campaign Thursday that hopes to help potential visitors think of New Hampshire in new ways, according to the Associated Press. Part of the new tourism push includes a play on that old motto.Continue reading...

place branding

$4-a-Gallon Gas? Pshaw! Get Your Kicks on Route 66 - Or Anywhere in Michigan

Posted by Dale Buss on March 30, 2012 01:01 PM

High gasoline prices be damned. America's tourism operators smell not only spring but also summer in the air, and they're gearing up for a business season that seems to hold the most promise of any in several years.

Rising auto sales and other indicators suggest Americans will be more active travelers this year than last year even if they have to pay $4 a gallon or more for the gasoline to get there. And among other locales, tourism operators in economically struggling Michigan, as well as the many small towns and dusty little museums along Route 66, want you to know they're open for business.

In Michigan, a state-sponsored study just found that last summer's Pure Michigan national-advertising campaign, featuring voiceovers by Tim Allen, attracted a record number of out-of-state visitors to the "beautiful peninsula" last year. The $14-million campaign motivated more than 3 million trips to the state and a projected $1 billion in spending at state businesses, the study found.Continue reading...

place branding

Visit Haiti and Help Pay to Promote Visiting Haiti

Posted by Mark J. Miller on March 5, 2012 05:17 PM

In January of 2010, the Caribbean island of Haiti was hit with a 7.0-magnitude earthquake that likely killed 220,000 or more people and devastated the country’s infrastructure.

The U.S. has forked over $2 billion to help Haiti rebuild and plenty of other countries and aid organizations have donated countless hours and dollars to the cause. Things have moved along enough in the past two years that Haiti is now trying to “rebrand itself from Caribbean disaster zone to tourism Mecca,” according to the Miami Herald.

“One South Beach-inspired businessman is installing the nation’s first rooftop infinite pool, three restaurants, and an eventual helipad,” the Herald reports, while the Best Western offers a spa and a shuttle to the airport that will make sure visitors don’t see the “more seedy parts” of the nation’s capital, Port-au-Prince. Meanwhile, the airport is adding new immigration counters in the hopes that more arrivals will start coming.Continue reading...

place branding

Guest Post: Jay Wang on Brand USA as Nation Branding

Posted by Jay Wang on February 10, 2012 01:33 PM

Brand USA, a non-profit, public-private partnership, is to launch a global advertising campaign next month, as part of the country’s concerted effort in marketing tourism to the world. As its core mission, the organization, created in 2010, is to “encourage and inspire travelers to explore America’s boundless possibilities.”

While America’s image in the global political imagination has experienced ups and downs over the last decade, the U.S. has remained as a leading destination for international investment, education and, yes, tourism. In 2010, with nearly 60 million international visitors, the U.S. ranked second (only to France) in international tourist arrivals, and first in international tourism receipts. In-bound tourism has seen steady improvement since it hit a low in the aftermath of 9-11 and the ensuing war in Iraq.

Nevertheless, this campaign is important and timely. Symbolic as it may be, it sends an unmistakable signal reaffirming America’s openness and optimism, the very foundation of the country’s soft power.Continue reading...

place branding

Connecticut Crowdsources Rebranding

Posted by Mark J. Miller on January 27, 2012 10:20 AM

Rebranding a state can be a dicey proposition. As the Wall Street Journal noted in an article about New Mexico's desire to come up with a new marketing slogan,

New Jersey hired a consultant a few years ago to come up with a new tourism slogan. The result? "New Jersey: We'll Win You Over." That may have been an improvement over its 1970s tagline, "New Jersey's Got It," which inspired innumerable jokes about venereal disease. But state officials thought "We'll Win You Over" sounded defensive and spiked the campaign.

So we're watching with interest another rebranding project in New York City's tri-state area: Connecticut, which has been saving its pennies and now has $22 million in its coffers to spend on boosting tourism and business investment in the state. The Nutmeg State hasn’t spent any money in the last two years on tourism and is now opening up its wallet to try and rebrand itself over the next two years.Continue reading...

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