Answer quickly without thinking: WHY do you travel and WHERE do you go?
Your answers may vary, but I’m pretty darn sure your answer was all triggered by emotions and not by the function. To escape, to recreate, to get a fresh perspective, to relax, for a change of scenery, to reconnect, and many more.
Travel means different things to different people. So how does a destination – or a country for that mattrer – promotes and brands itself? Tourism is a the world’s biggest service industry. In theory it’s a level-field game, where every destination – whether a museum, city, region, island, country, man-made or natural attraction – can be pursued by any country. Because technically each country is uniquely different and therefore “sells” its uniqueness. That’s the USP – Unique Selling Proposition.
The following copy borrowed from Arizona’s Scottsdale Convention and Visitors Bureau’s tourism campaign embodies this idea perfectly… it’s all about the emotions:
…at the heart of every great vacation is passion – for a new place, a new adventure, even a new way of expressing yourself. It’s about experiencing those exquisite moments that leave you feeling energized, enriched and renewed. And it’s about creating memories that will inspire and delight you for a lifetime… ~ Scottsdale Convention and Visitors Bureau
But enough about the theory behind it. Back to the above question – and the answer of how to build a country brand. Here’s look at an excellent example, from Spain. Europe’s leading playground, and a global tourism player. Here’s their latest campaign entitled “I need Spain”.
Maybe it is the way we live life, the atmosphere of our cities, the magic of our villages. Our countryside, our cuisine. Or maybe our light?
If you consider yourself a “SPAIN ADDICT” you are sure to have loads of reasons why this country has hooked you. We therefore want to invite you to tell the rest of the world. ~ taken from I need Spain website
Notice how the campaign in its brand communication ventures into emotions, projecting a dream, a vision. Turning simple acts of shopping, trekking, biking, clubbing, and any other activity into a whimsical adventure. Captured beautifully by these images from photographer Erik Almas, and a copy that invites and tickles.
perder la maleta, lo mejor que te puede suceder
losing the suitcase is the best thing that could ever happen
Aqui las fiestas, siempre acaban temprano
Here the parties always end early
Cuando me canso de caminar, vuelo
When I get tired of walking, I fly
Regresa a casa con un desconocido: tú
Returning home with a stranger: you