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Dec 15
a REAL placebranding challengeBeing a ad agency in New Orleans, we know a thing or two about the challenges of placebranding. For both economic development and tourism, our States’ liabilities have long been inherent — issues like political corruption and security. Sprinkle in a couple catastrophic hurricanes and a few million barrels of oil and you have yourself a nice sized boulder and a pretty steep hill.But I’d have to imagine this scenario (and yours) pales in comparison to the task ahead of the Ukraine Emergency Situations Ministry Convention & Visitors Bureau (UESMCVB) and their plans to start tours of the failed Chernobyl site. One thing that we at Trumpet prioritize in placebranding efforts is distilling the most actionable audience. Not demographically or geographically but categorized by their triggers and motives, how they seek information and are interconnected to each other in ways that allow us to efficiently create dialogue and generate relevant leads (not just visitor’s guide inquiries). I would imagine the discussion for the UESMCVB could include community segments such as:- “the nothing-to-lose terminally ill”- “people who believe radiation is a farce to keep us away from power plants”- “The Hulk” and “George Hamilton”We have long held that the majority of the value of a product is intangible. For example, the casual “Laissez Faire” attitude of New Orleans and Louisiana is not something that can be manufactured with effective internal communications. And the powerful history, culture, cuisine and architecture create an intangible backdrop that is anything but intangible. The art is how do you bring this to the hungriest individuals in a way that creates immediacy. For their part, the UESMCVB campaign could revolve around the ability to accurately measure the intangibles of Chernobyl. “Geiger counters registered about 80,000 microroentgens an hour, 16,000 times the safe limit.” Not much gray area in that one. Are you using the intangible assets of your brand to make your destination relevant? And what micro-segments of the macro traveling public are leaning furthest towards immediate consideration? Chernobyl has it easy — between the simplicity of distilling the most mobilize-able segments and the scientifically measurable intangibles of the product, this campaign would be a cakewalk! Perhaps I shouldn’t mention this.  I’d hate to tip our hand pre-RFP…

a REAL placebranding challenge

Being a ad agency in New Orleans, we know a thing or two about the challenges of placebranding. For both economic development and tourism, our States’ liabilities have long been inherent — issues like political corruption and security. Sprinkle in a couple catastrophic hurricanes and a few million barrels of oil and you have yourself a nice sized boulder and a pretty steep hill.

But I’d have to imagine this scenario (and yours) pales in comparison to the task ahead of the Ukraine Emergency Situations Ministry Convention & Visitors Bureau (UESMCVB) and their plans to start tours of the failed Chernobyl site. One thing that we at Trumpet prioritize in placebranding efforts is distilling the most actionable audience. Not demographically or geographically but categorized by their triggers and motives, how they seek information and are interconnected to each other in ways that allow us to efficiently create dialogue and generate relevant leads (not just visitor’s guide inquiries). I would imagine the discussion for the UESMCVB could include community segments such as:

- “the nothing-to-lose terminally ill”

- “people who believe radiation is a farce to keep us away from power plants”

- “The Hulk” and “George Hamilton”

We have long held that the majority of the value of a product is intangible. For example, the casual “Laissez Faire” attitude of New Orleans and Louisiana is not something that can be manufactured with effective internal communications. And the powerful history, culture, cuisine and architecture create an intangible backdrop that is anything but intangible. The art is how do you bring this to the hungriest individuals in a way that creates immediacy. For their part, the UESMCVB campaign could revolve around the ability to accurately measure the intangibles of Chernobyl. “Geiger counters registered about 80,000 microroentgens an hour, 16,000 times the safe limit.” Not much gray area in that one.

Are you using the intangible assets of your brand to make your destination relevant? And what micro-segments of the macro traveling public are leaning furthest towards immediate consideration? Chernobyl has it easy — between the simplicity of distilling the most mobilize-able segments and the scientifically measurable intangibles of the product, this campaign would be a cakewalk! Perhaps I shouldn’t mention this.  I’d hate to tip our hand pre-RFP…