Building Place Brands: There’s nothing like Australia
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Introduction
Every business person’s goal is to succeed and earn substantially from their ventures. Most large organizations spend a significant amount of money on marketing to raise awareness of their company and, hopefully, persuade potential consumers to purchase the goods or services they provide. Building place brands are one of the most effective ways to contact the target demographic and increase brand awareness (Hereźniak, 2017). When deciding on building place brands, different companies may have different objectives. Using the theories learned in the course, this paper will address building place brands in Australia “There’s Nothing like Australia” by analyzing the brand personality of Tourism Australia, challenges involved with developing a place brand, and global experience seekers.
Brand personality of Tourism Australia
The importance of branding in tourism locations cannot be overstated. Tourism Australia is a well-known brand that has been successful in establishing emotional relationships with its customers. The tourism business is based on selling products- experiences. The tourism industry has evolved in recent years, with online marketing and promotion becoming more prominent. Tourism Australia is one of the key players in this change – through innovative technology and marketing strategies. Tourism Australia has a strong brand personality that pulls together all of the country’s assets into a coherent message for potential visitors to consider when planning their trip. The brand encapsulates a dimension that travelers want. The business goal for Tourism Australia is to promote, develop and maintain a brand that represents Australia as a desirable and exciting holiday destination (McCarthy, 2016).
Tourism Australia’s strategy is aimed at creating emotional connections with the Australian people and also improving the visitor’s overall experience. The second stage of this vision involves creating messages that will establish strong emotional connections with potential visitors to make them want to return over and over again. This is an important element of building awareness. The brand personality of tourism Australia is created to present it in an authentic, non-exploitative way. The country’s diverse landscapes are portrayed accurately with honesty and without glamorizing any specific region. With this approach, the brand personality of tourism Australia is created with a sense of place and belonging for all Australians who can now experience their own country as never before.
Challenges associated with developing a place brand
It is tough to gauge the success of place branding. Place branding, like product branding, is all about identifying and expressing the aspects of an organization’s identity that appeal to specific target groups. The challenges encountered in place branding and implementing a true place of marketing strategy that is integrated stem from the concepts of contextual branding and consumerism.
The advertising methods that work with position branding are not functional marketing strategies. The same goes for place branding. The place branding strategy is an attempt to promote the brand in the context of its given location and its surroundings. It’s becoming more common to identify with one’s surroundings, and the economy of your town or city – this is never good news for marketing teams trying to sell products without consideration of who they’re targeting. People across the country consume different things. One product might be difficult to market if it doesn’t fit into that lifestyle. The nature of places themselves, with fixed physical conditions and long-term reputations, governments, and economics, as well as the lack of a single controlling authority and major marketing campaign skills in government, and the lack of a single controlling authority and major marketing campaign skills in government. Place branding is further hampered by the inability to assess its success. Places, like products, can have umbrella brands that include various things from those locations that are all marketed in the same way (Eugenio-Vela, Ginesta, & Kavaratzis, 2020).
Global experience seekers
Creating a brand personality for a place requires a thorough understanding of the target market by the marketer. Adults with an independent travel mindset who wish to learn about and experience Australia’s culture are targeted by Tourism Australia. The “global experience seekers,” as defined by Tourism Australia, are a group of people from many cultures who seek out new experiences. Long-distance travelers, who are less impacted by distance, time, and money, are known as experience seekers. Travelers seeking new experiences are better informed, more inquisitive, and more curious about potential places. Their lives revolve around travel. As travelers, experience seekers are drawn to traveling to places they have not yet seen. They define their own goals, which include experiencing something different in each destination. It’s important for marketing programs to focus on the reasons why these people choose to travel and how they define success.
Their experiences give them a sense of purpose and insight into other cultures. Their experiences are sometimes challenging, but often offer growth and personal transformation. Tourism Administration departments can develop marketing campaigns that allow customers to experience new destinations with clear goals in mind. For marketers trying to build goodwill through brand personality heuristics, every effort must be made to support this quest for new experiences by creating an authentic brand personality that provides enjoyable travel propositions. Then, once the brand personality is achieved, any communication providing travel propositions must be consistent with the authentic brand personality.
Conclusion
In conclusion, “There’s Nothing like Australia” is a global building brand personality which is an advancement of an existing successful brand personality. Building brand personality was simply to remind people that Australia is still a wonderful country to carry out with or to visit as a tourist. The new marketing campaign was adopted after the company experienced persistent bush fires which people tend to have a negative on the country. The personality was based on the existing brand personality which is There is nothing like Australia (McCarthy, 2016). This campaign was successful as it restore the image of Australia as a desirable tourist destination nationwide and internationally. The campaign was successfully adopted in many countries globally because it successfully changed people’s perceptions about Australia.
Reference
Eugenio-Vela, J. D. S., Ginesta, X., & Kavaratzis, M. (2020). The critical role of stakeholder engagement in a place branding strategy: A case study of the Empordà brand. European planning studies, 28(7), 1393-1412.
Hereźniak, M. (2017). Place branding and citizen involvement: Participatory approach to building and managing city brands. International Studies: Interdisciplinary Political and Cultural Journal (IS), 19(1), 129-142.
McCarthy, B. (2016). Building Place Brands: There’s Nothing Like Australia. SAGE Publications: SAGE Business Cases Originals.
