5 Clever Destination Positioning Examples You Need to See
Are you looking for creative ways to position your travel destination? In the highly competitive travel industry, standing out from the crowd is crucial. Destination positioning is the process of differentiating your destination from competitors and appealing to a specific market segment. Here are five clever examples of destination positioning that you need to see.
1. Visit Helsinki – Design Destination
Visit Helsinki is an excellent example of how a city can position itself as a design destination. Helsinki is known for its clean lines and simple, functional design, and Visit Helsinki has capitalized on this by creating a campaign that highlights the city’s design stores, galleries, and events. The campaign has been wildly successful, and Helsinki is now seen as a must-visit destination for design enthusiasts.
2. Scotland – Year of Coasts and Waters
Scotland has always been known for its stunning landscapes. However, to further differentiate itself, Scotland launched a Year of Coasts and Waters campaign in 2020. The campaign aimed to highlight Scotland’s beautiful coastline, lakes, and rivers, and promote sustainable tourism. The campaign incorporated events, new tourism infrastructure, and even a brand-new digital platform. This campaign was a huge success, and Scotland saw record-breaking tourism numbers in 2020.
3. Tourism New Zealand – 100% Pure New Zealand
Tourism New Zealand’s iconic 100% Pure New Zealand campaign has been incredibly successful in positioning New Zealand as a clean, green, and sustainable destination. The campaign showcases New Zealand’s stunning landscapes, outdoor activities, and unique culture. The campaign has been so effective that it is now an integral part of New Zealand’s national identity and has contributed to the country’s tourism boom.
4. Visit Albuquerque – Albuquerque International Balloon Fiesta
Visit Albuquerque has positioned the city as a destination for hot air balloon enthusiasts by capitalizing on the annual Albuquerque International Balloon Fiesta. The festival, which takes place every October, attracts hundreds of thousands of visitors each year. Visit Albuquerque has tied the festival to the city’s rich culture, history, and scenic beauty, making it a must-visit destination for hot air balloon enthusiasts.
5. Tokyo – Endless Discovery
The Tokyo Metropolitan Government’s “Endless Discovery” campaign positions Tokyo as a city of endless possibilities. The campaign highlights Tokyo’s diverse neighborhoods, nightlife, cuisine, and cultural experiences. The campaign also incorporates social media and user-generated content to showcase Tokyo’s many hidden gems. “Endless Discovery” has been incredibly successful in attracting younger travelers and positioning Tokyo as a city of excitement and discovery.
In conclusion, destination positioning is crucial for any travel destination looking to differentiate itself from competitors and attract a specific market segment. These five clever destination positioning examples offer valuable insights into creating successful branding campaigns that resonate with travelers.
