Branding Strategy
Destinations need to successfully accomplish three things: create desire, communicate visitor’s safety, and create visitor commitments. At Trove, we create the right brand and campaign to get these done.
Our team works with the travel destination to match the right segments to the right products to the right messaging, creating a focused brand for a destination that will support short and long-term goals.
We use our proprietary market segmentation tool, TroveTraveler, to develop branding strategies for destinations. TroveTraveler provides the right data and ethnographic research to help tourism authorities and DMOs better understand their target market(s). Whether it be diving deeper into their specific attitudes or preferences, travel behaviors, or even identifying who they should target in the first place, we have the right tools to get this done quickly. TroveTraveler harnesses the power of real human insight and global market data to help you pressure test strategy, guide decision making, or evaluate effectiveness of on-going efforts.
After 2020, destinations need to shift focus on three behaviors for visitors:
Creating an emotional desire to travel to your destination
Communicate visitor safety
Creating commitment from a prospective visitor
At Trove, we first work to aggregate market perceptions of the destination and then begin our effort to capture the unique essence of the destination and its special attributes, building on media and cultural references that link to the destination.
We leverage data that we collect from sentiment analysis and ethnographic research via our proprietary mobile focus group tool to develop unique personas. We also collect inbound travel and demographic, spend, and visitor trend data. We then map our market segments to the destination’s products, developing messaging that will work for both trade partners and consumers. Our goal is to ultimately develop a marketing campaign that is detailed, effective, and tactical.
If you are an organization looking to complete any of the below and just have not had the ability, contact Trove for a problem assessment meeting.
Segmenting your market
Building a brand vision and mission
Understanding and highlighting the market perceptions of the destination
Capturing the unique essence of the destination and its special attributes
Building a comprehensive marketing campaign
Building on media and cultural references that link to the destination
TROVE TOOLS
TroveTraveler market segmentation tool
Brand Strategy Assessment
Brand Strategy Checklist
Data Driven Market Segmentation
Visitor Personas
Brand Experience Look-book
Communications Campaign Development
Public Relations Campaign Development
SEO & SEO Public Relations Strategy Development
Comprehensive Marketing Campaign
Marketing Prototypes
Branding Implementation Plan
How We Help
We work with clients to develop brand identities, strategies and marketing campaigns to segment the market, create a singular message, and make outreach to potential tourists that much more effective.
Step 1: Brand Strategy Assessment
Trove’s brand marketing experts review current state brand and its effectiveness in pulling in visitors.
Step 2: Market Segmentation
Segmenting the visitor market is critical, regardless of if you are a destination, tour company or tourism association. Trove applies detailed market analysis and sentiment analysis to understand the breakdown of visitors by demographics, point of origin, interest, tendencies and uses all of the data to create tailored brand experiences.
Step 3: Brand Experience Development
Successful destinations have a tried-and-tested marketing strategy that works for them. Not every destination and not every type of visitor will be marketed to the same. Trove understands this and builds brand experiences (“what will the visitor hear, receive, and respond to?”).
Step 4: Marketing Campaign Development
Trove’s marketers and brand strategists will build a comprehensive and detailed marketing campaign using social media account management, social media ad placement and content optimization, online marketing, public relations, search engine and other marketing tools to build a campaign fit for the destination.
FEEDBACK FROM OUR PARTNERS
Brand Strategy and Campaign Development Project: “We worked with Trove to segment our market, help us build and visualize some core messages, and develop a marketing campaign that we can actually maintain, today. This has been tremendously helpful in our re-opening efforts as well as in re-engaging visitors. “
- Asian Tourism Organization, Trove Partner
