Visit Estes Park, Destination Marketing Organization (DMO) Launches Strategy For Creating Destination Brand
Already this fall, Visit Estes Park (formally known as the Local Marketing District) has begun launching a program to develop a strategy for Estes Park as a “destination brand.” Visit Estes Park is delighted to announce that BrandStrategy, Inc. and Ypartnership have been chosen to advise the organization throughout this project.
The benefit of a destination brand strategy is to enhance Estes Park’s perceived relevance in travelers’ minds in order to influence their preference in choosing Estes Park as a destination. A successful destination brand clearly defines the community’s unique and distinctive attributes that have both emotional and functional benefits to its visitors. It’s not enough to have beautiful mountain scenery or even a great National Park close by. The destination must convey a certain feeling to the visitor that transcends the area’s physical attributes.
Destinations across the country are now following this formula as they face stronger competition for tourism dollars and the visitors’ time. With so many beautiful places, many with strong name awareness, it is critical that Estes Park differentiate ourselves and provide a more competitive advantage in the marketplace.
Over the balance of 2011 and 2012, Estes Park will discover what makes the destination distinctive, the public’s perception of Estes Park, and visitor experiences—and how this information is translated into a cohesive marketing strategy for the destination.
The process consists of four phases in which Estes Park will conduct a comprehensive and strategic analysis of the destination: The Brand Assessment phase, which includes research to analyze what visitors, prospective visitors, DMO partners, residents, and businesses feel about Estes Park as a destination; the Brand Promise phase, which will determine the essence of the benefits, both functional and emotional, that visitors can expect to receive from experiencing Estes Park; the Brand Blueprint phase, which will determine how to communicate the distinctive brand messages; the Brand Culturalization phase, which involves the entire community in delivering the brand promise to each of our visitors.
Destinations that deliver the right experience benefit from enhanced demand that provides profitable opportunities for the community as well as increased community pride, tax benefits and the power of a positive experience.
When a destination thinks and acts like a genuine brand, the entire community understands what the promise is and how they deliver the right experience.
Visit Estes Park is conducting a community-wide survey in order to gain input and feedback from the people who know Estes Park best: our residents! The survey can be accessed at www.surveymonkey.com/s/EstesParkBranding and will be open until 5:00 p.m. on December 16, 2011. We will look forward to receiving your valuable insights! Please contact Kirby Nelson at firstname.lastname@example.org with any questions.
BrandStrategy, Inc. has had the pleasure of advising over 300 brands worldwide including destinations, corporations, societies, professional associations, institutions, countries, world-class professionals, celebrities and successful individuals who desire to optimize their perception, image and success.
Duane Knapp, President of BrandStrategy, Inc. is recognized as the authority on building Genuine Brands worldwide. He is the author of The BrandPromise, The BrandMindset® and Destination BrandScience books. Selected destination clients include Seattle, Vancouver and Victoria (BC), Santa Monica, Los Angeles, Tulsa, Beaches of South Walton, Asheville (N.C.) and Palm Beach Convention and Visitors Bureau.
Ypartnership is America’s leading marketing, advertising, research and public relations agency specializing in serving travel, lifestyle, hospitality and entertainment-industry clients. The agency maintains a full-time staff of more than 100 marketing professionals and currently serves a roster of more than 35 clients worldwide.