360

international

DESTINATION
BRANDING
IN THE
DIGITAL AGE

2 - 4 DECEMBER 2013
THE RITZ-CARLTON
KUALA LUMPUR
MALAYSIA

Practical insights to reveal,

activate and manage a successful
city brand in the Digital Age and
improve tourism, economic and
community development.

INTRODUCTION
Whatever name you give the practice city, place or destination branding, this seminar
provides the ideas, actionable tools and insights for building a magnetic brand to
attract more visitors, talented people, investors, and new businesses.
Competition between places has never been so intense. Places of all sizes are
confronted by crowded global and local marketplaces, countless media options, and
more discerning, tech savvy and time-starved customers. To be relevant and valued,
ambitious cities must be clearly differentiated, have a compelling brand and master
the myriad opportunities to connect with customers through traditional and digital
media.
This interactive three-day workshop blends two of the most important forces in
tourism and economic development; the branding of places and the use of digital
media. This program will enable you to address these challenges and build your citys
capacity as a more effective and formidable competitor. We will demystify the
concepts of branding places, how to pinpoint your most potent brand and how to plan
and orchestrate the actions essential for a persuasive city brand in the Digital Age.

YOU NEED THIS WORKSHOP TO UNDERSTAND

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How digital has changed the branding landscape

How to organize and lead the branding of your destination
How to choose (and follow) the most effective place branding process
How to use checklists and rules of thumb to build a more robust and relevant brand
How to optimize your citys brand across traditional and digital assets
How to engage stakeholders to build a stronger city brand - from the inside out
How to creatively use internet marketing, social media and other digital
communications

Bill Baker
Chief Brand Strategist
Total Destination Marketing
Bill Baker has decades of branding and marketing
experience in more than 25 countries. Bill is
recognized internationally as a foremost expert
and industry pioneer for his pragmatic approach
and successes in creating brand, tourism and
marketing communications strategies for places
of all sizes. Simply put, Bill and helps small cities
and destinations become more competitive,
enjoyable and economically successful. A hallmark
of his approach is the way he simplifies and
demystifies place branding so that it is better
understood and applied by wider audiences.
Bill is widely published in industry media, journals
and books, and is the author of the acclaimed
best-selling book, Destination Branding for Small
Cities which simplifies techniques for branding
destinations. He also contributed to several
leading books on destination branding published
in Europe this year.

Hope-Johnstone

EXCLUSIVE TAKEAWAY
Bill Bakers LATEST book!

DESTINATION BRANDING for SMALL CITIES

&
John Hope-Johnstones

SECRET FOR
SUCCESSFUL SOCIAL MEDIA MARKETING

Testimonials:
Everyone in attendance without exception were blown away and
highly motivated after your presentation and workshop. Your
superb presentation sparked renewed cooperation and
understanding of the critical issues.

Your presentation on the slippery concept of branding was

pitch-perfect, and the participants really embraced it. Your
thoughts have contributed enormously toward our next steps.

Chief Strategist
HPR Internet Marketing Agency
John has over 30 years of tourism marketing
experience as a Director of Marketing and Vice
President of Marketing of three major International
hospitality companies and a CEO of two DMOs.
John is accredited as a Certified Internet Marketer
from the Internet Marketing Association. His
internet coaching has received rave review from
business owners, marketers, Governmental
agencies and non-profits alike. He has written two
internet marketing books and has recently
completed his third book on Social Media
Marketing.

360 International Limited, Level 8, Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.

www.360i-group.com

DESTINATION BRANDING
IN THE DIGITAL AGE
COURSE CONTENT
DAY1 HOW TO DEFINE YOUR MOST POTENT BRAND
What is changing in the world of brands and city competitiveness
What is changing in the world of destination branding? How is branding
relevant in the Digital Age? When should a city develop a brand strategy?
What are the critical success factors? What are the pitfalls and how can you
avoid them? Which places are getting it right?
Whats the best way to manage a branding process for your city?
How should you organize and lead your branding? Who should be involved?
What preparations and precautions are required? How do you select a
branding firm and Brand Advisory Committee?
What destination branding processes can be used?
A review of several branding processes and the actions needed to define your
most potent brand, as well as the on-brand programs and tools to achieve
your objectives.
How can you identify your citys place in the world?
This step shows the elements of a comprehensive brand audit, including the
research needed to gain insights into customers, stakeholders, competitors
and destination strengths.
How can you pinpoint your competitive edge?
This session demonstrates how to define your most competitive positioning,
what differentiates the city and how to express your Brand Platform and a
distinctive Destination Promise.

DAY2 HOW TO BRING YOUR BRAND TO LIFE

How can you ensure that there are no gaps in how your brand is
deployed?
We spotlight the actions needed to orchestrate the desired brand
communications, behavior and experience. We show how to generate brand
consistency and harmony across all target audiences.
How will your brand be communicated?
We now show how the brand should be expressed visually and verbally. This
includes the important principles for designing and selecting winning
taglines, color pallets, key words and logos.
How can you effectively use digital assets for city branding?
We reveal the most common digital tools and the pros and cons of each.
When and where should they be used?
How can you develop a comprehensive internet strategy?
This session shows how to develop a strategy to reach and enhance customer
experiences at critical touchpoints.

WHY THIS EVENT

If you are responsible for tourism marketing or
economic development management for a
small or mid-sized city or region, you will find
this seminar extremely valuable. It is
specifically designed to simplify branding
concepts for those wanting practical insights to
improve their capacity to create and
implement a brand strategy for their city and
places. It does not have an academic or
theoretical focus, but rather a pragmatic and
hands-on approach to place branding.
This is the opportunity to learn proven
techniques from internationally experts with
lifetimes of experience. We believe you'll find
this seminar insightful, practical, stimulating
and energizing.

DAY3 HOW TO ACTIVATE YOUR DIGITAL ASSET

What is the role of social media?
We consider the role that digital platforms can play to transform traditional
marketing communications such as advertising, PR and sales.
How can you use specific software and tools to brand your city?
The techniques to master social networks, video production, content
management and customer engagement will be examined.
Can digital media improve research and feedback?
Digital provides the means to monitor your on-line performance, customer
reactions, competitors, and improve brands performance.
How should you resource, manage and evaluate digital operations?
Finally, we show how to prepare the budget, staff, training, and integration of
your digital assets.
How will your brand come to life at critical touchpoints?
The actions to activate the brand through marketing communications, digital
platforms and experiences will be revealed to ensure that your brand is
on-brand.
How can you get the support of key stakeholders?
It is important for leaders, staff, partners and stakeholders to be united,
motivated, understand the brand, and know their roles in the implementation
of the brand.
How can you ensure that you have a sustainable brand?
The spotlight turns to the actions needed for your brand to be launched,
managed, monitored and sustained.

WHO SHOULD ATTEND

CEOs, Executive directors, Marketing directors,
Tourism managers, Economic development
managers, Communication managers, Public
relations managers, Destination marketing
practitioners, Local government executives and
managers, Tourism office management,
convention and visitors bureau executives,
Government ministry and departmental
officials responsible for tourism and economic
development programs.

COURSE SCHEDULE
8.00
8.30
10.00 - 10.20
12.30 - 13.30
14.40 - 15.00
16.00

360 International Limited, Level 8, Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.

Registration & Coffee / Tea

Workshop commences
Morning coffee / tea
Lunch
Afternoon coffee / tea
End of day
www.360i-group.com