Fox Kalomaski

Author, Linda Fox, Travolution

 

The Bahamas Tourist Board has teamed up with marketing specialists Fox Kalomaski to raise awareness of what its individual islands offer through a six-month online campaign.

 

The campaign began last month with a competition aimed at up and coming filmmakers, which attracted 138 entries. The next stage of the process is for a judging panel to pick a shortlist of 14 to go to the Bahamas at the end of January and produce a three-minute film on one of the 14 islands.

 

The filmmakers will also be expected to blog and tweet about their experiences whilst filming in late January. Gary Jacobs, chief executive of Fox Kalomaski, said using filmmakers was more cost effective than trying to produce film and would also help drive traffic to the tourist board’s website.

 

“We looked at the cost of a 30 second video and it was about £250,000 so to get some great content and lovely film was out of the question but, this way we are helping the film industry which is on its knees.”

 

A 14islandsfilmchallenge website has been created to support the campaign where the films will be uploaded from mid-March.

 

Film enthusiasts can also follow the progress of the campaign by signing up to the ‘armchair critics’ facility on the website.

 

At the same time pay-per-click advertising and social media promotions will be launched across YouTube, Twitter and Facebook.  An e-mail marketing campaign to the Bahamas database is also planned.

 

The winner of the competition, to be announced in March, will receive £14,000. 

Author: Mark Sweney, The Guardian

 

After Queensland's tourism promotion, the Bahamas are running their own version of the competition - 14 times bigger

Fourteen film-makers will win the chance to make a documentary, one for each of the Bahamas' 14 islands

 

Following in the footsteps of Queenland's "Best job in the world" campaign to find a caretaker for an Australian paradise island, the Bahamas are looking for 14 film-makers to visit the islands to create short films as part of a tourism promotion.

 

The Bahamas Tourist Office campaign, called the 14 Islands Film Challenge, is a six-month competition to find aspiring and professional film-makers in the UK to send out to the Bahamas.

 

The campaign aims to up the ante on the Australian effort, which Tourism Queensland claims generated about £50m worth of media coverage, by sending 14 film-makers to 14 islands in the Bahamas for – yes – 14 days to create films about island life.

 

The first stage of the campaign, developed by agency Fox Kalomaski and Brik Digital, requires applicants to submit a 500-word essay about an inspirational person in their local UK community. Judges will choose 40 of the pieces to be turned into short films. The makers of the best 14 of these will be selected to head off to the Bahamas to make films about the islands.

 

"This is the first time the Bahamas Tourist Office has embraced a fully integrated digital campaign," said the BTO director general, Tommy Thompson.

 

Each of the 40 films will be shown at an event at Bafta in London next March where the 14 winners who will head to the Bahamas will be announced.

 

An overall prize of £14,000 will be awarded for the best films, with the possibility that the footage will be used to promote the Bahamas.

 

 

Author: Jo Roberts, Marketing Week

 

From London to New York via Tunisia and the Norfolk resort of Hemsby, marketers are seeking to give destinations a distinctive personality.

 

Destination branding seems to be undergoing a resurgence. With consumers having less disposable income to spend on visiting places, locations are competing to make themselves stand out with distinctive brands and marketing campaigns.

 

 

 

The travel sector has been one of the victims of the economic downturn. Hotel bookings in the UK have fallen by 16% in the first half of this year compared with the same period in 2008, according to Hotels.com. The picture is similar in every major region across the globe as hoteliers drop prices to keep guest numbers up.

 

Ticket sales for business class flights are also falling as travellers turn to budget airlines or simply decide to stay at home and cancel meetings.

 

Whether they are aiming to capture business or leisure visitors, destination marketers are trying to connect with people by creating strong brands for their locations.

 

VisitBritain is marketing the UK differently depending on the target audience to encourage new visitors and get seasoned travellers to return. The tourism body has two distinct strategies – “Classic Britain” and “Dynamic Britain”, both of which aim to attract visitors from developing and mature territories.

 

Laurence Bresh, marketing director at VisitBritain, argues that it is sometimes necessary to use stereotypical images to introduce potential visitors to the UK, but people in mature markets need unexpected “brand stories” to encourage a return visit.

 

“We like to strike a careful balance between using those icons that people expect and trying to stretch people’s imaginations to inspire them and show them that it has changed,” he says.

 

In the US, for example, VisitBritain talks up contemporary arts and culture to “stretch” the usual perceptions of British heritage. But in Australia it plays on stereotypes of the British eccentrics. Bresh explains: “Australians are familiar with our comedy. So this isn’t your classic Beefeater or ‘chocolate box’ style of advertising.”

 

While Beefeaters and black cabs are never going to disappear from the brand marketing of Britain, getting rid of a perceived image is something that one Ibiza business is hoping to do with the help of rock music in its marketing. The island’s brand, known for its hedonistic dance culture, has been shaken up with the introduction of Ibiza Rocks, a live music event that runs throughout the summer (see case study, below.)

 

Ibiza has seen an estimated 10% fall in its number of visitors this season. Andy McKay, founder of Ibiza Rocks, which is now in its fifth year of live shows, says he hopes a different vibe will encourage a steady stream of new, younger visitors. He claims: “We’re at the forefront of repositioning the island of Ibiza.”

 

McKay is hoping that by creating a new story, the island’s tourism will be revitalised. But finding an interesting narrative is something that many destinations fail to deliver, argues Gary Jacobs, chief executive at destination marketing and advertising agency Fox Kalomaski.

 

“The stereotypical response when it comes to a lot of travel advertising for destinations is ‘we’ve got lovely scenery… and we’ve got lovely scenery’. There’s no emotional connection.”

 

Jacobs says the key is creating an emotional invitation to a consumer that reaches beyond clichéd images of palm trees and sandy beaches. “A lot of destinations are lazy about unearthing their difference,” he argues.

 

The agency has worked with the Tunisian tourist body, which was keen to build a brand that was more than just a cheap sun, sea and sand destination. The marketing now focuses on the history of the country, its Sahara desert and the Mediterranean Sea to attract a wider range of visitors.

 

 

“We call it bringing the backstage to frontstage,” explains Jacobs, although he thinks this is rare in destination marketing. He argues: “Most people rely on the trusted icons and images.”

 

But what if your destination doesn’t have a unique difference? The Bahamas is a sun-soaked, palm tree destination but its main selling point isn’t very different to other tropical islands.

 

Jacobs says that highlighting the characters of locals can sometimes help promote a destination. “We found there are people in The Bahamas that consumers engage with, who can enhance your experience, should you choose to visit the island,” says Jacobs.

 

Brand strategy consultant Simon Middleton looked for a story when traders at Norfolk seaside town Hemsby asked him to revamp the resort.

 

Visitors were losing interest in the traditional seaside town and it needed a hook to reel people in. “One option would’ve been to play the holiday camp card in a tongue-in-cheek way. But there wouldn’t have been anything distinctive about that,” argues Middleton.

 

The story of the area’s Viking connections is now being told, along with a new Viking-style logo, to create buzz about the area. There are plans to bring the narrative to life with a Scandinavian festival next year. “It’s about telling stories because stories bring things to life for people,” he says.

 

Destinations do not need to enhance their brands simply to attract tourists, however. Business investment and visiting executives are vital for some country brands to prosper.

 

Leipzig, a German city one hour south of Berlin, is an established conference destination, but it is currently trying to raise its profile with a campaign to promote the character of the area.

 

The phrase: “Feel the spirit. Do it in Leipzig” is being used as the brand’s tagline. Ronald Kötteritzsch, sales and marketing director for Congress Center Leipzig, says it is important to look beyond the obvious facilities on offer.

 

“So what makes a story about Leipzig? On the one hand it could be case studies about Leipzig conventions,” Kötteritzsch says. “But why has our city developed? It’s mainly the people. There’s a great team spirit in our city and we should try to create greater awareness of that.”

 

But Lutz P Vogt, managing director of the German Convention Bureau, admits that traditional personality stereotypes have also helped to develop the country as a burgeoning business conference destination.

 

“It’s the professionalism and perfectionism that the Germans are known for that helps push planners to book conferences in the country,” he says, adding that a global sporting event has helped the country shake its serious image. “Since 2006, people have discovered that Germans could actually smile during the World Cup.”

 

While Germany might be trying to establish a more light-hearted brand, Norfolk County Council in the UK is trying to fight off a more serious derogatory stereotype of its area to encourage more people to work in the area.

 

The World Class: Normal for Norfolk campaign turns a well-known phrase on its head. “Normal for Norfolk” is a phrase used as a descriptor for simple country folk, but the council is trying to make the phrase stand for “world class”. The campaign will use television, online and poster adverts as well as PR to promote this message.

 

But critics of the campaign argue that using this derogatory phrase is not the right message to promote the county as a destination for business.

 

Middleton says: “I’m very sceptical about whether it’s going to be effective as a piece of communication. What I believe about destination branding and in fact most branding is that it’s not about what you say, it’s about what you do.”

 

He warns: “Saying ‘we’re Norfolk, we’re world class’ is a bit like a comedian going on stage and saying ‘I want to be funny’.”

 

To make sure a destination brand is effective, it appears marketers need to walk a careful line between embracing their stereotypes and defining new personalities. Otherwise they may find that the location’s brand cannot stretch to fit consumer views of the area; or worse, people simply don’t visit at all.

 

Case study: Ibiza

Holidaymakers are being persuaded to rock instead of rave on the Spanish island of Ibiza.  Famous for its nightclubs, “the white isle” is hoping to replace glow sticks and whistles with air guitars and moshing.

 

Ageing DJs and expensive nightclubs are alienating a younger crowd, claims Andy McKay, co-founder of both Ibiza Rocks and club night Manumission.

 

He wants to bring a new generation to the island, but McKay has had to overcome numerous challenges in his quest to reposition the island’s brand from being about dance music to rock. McKay has had to convince both locals and tourists that this is the right way to go for a destination littered with superclubs able to hold thousands of partygoers.

 

“The dance industry thought we were stabbing it in the back and the dance kids wanted to stop us, so we had to be much more radical with the concept than we had originally intended,” McKay confesses.

 

Dawn Hindle, co-founder of the concept and married to Andy, says the concept of Ibiza Rocks was devised as a two-fingers-up to those who didn’t believe another form of music could build another type of brand for the island. “We purposely chose these words because it was a clash – Ibiza didn’t rock at the time.”

 

Now in its fifth year of live shows, the likes of The Klaxons and Friendly Fires have graced the rock stage in Ibiza this summer. But the brand is being developed beyond the live music events to cement Ibiza Rocks as a destination in itself.

 

The team is hoping that the spirit can spread across the island and start an industry for Ibiza that goes beyond clubbing. “We will now find more live music arriving on the island and if we can be a major player in a bigger market that would be great,” says Hindle.

 

There’s also a branded hotel, merchandise and even a branded American diner – so you can literally eat, sleep and wear the rock concept.

 

A room with a view also takes on a rather different meaning at the Ibiza Rocks hotel. Balconies surround the stage so that groups can have their own private parties while watching their favourite rock band.

 

Living the rock lifestyle is all part of the brand package, says Hindle. The price of a hotel stay and a gig ticket is similar to that of a UK festival, with the added benefit of guaranteed sunshine.

 

Stamping the rock marque across the island’s party capital San Antonio has helped the event evolve into a sustainable business venture, which will make a profit for the first year despite losing headline sponsor Sony Ericsson, claims McKay. “The model we’ve managed to build means it’s not essential that the gigs make money,” he adds.

 

Now the challenge is to extend the marketing activities that have developed the Ibizan brand into other destinations across Europe. “We’re now looking at how the model of what we do here can be applied other places,” says McKay. There are also plans to develop a clothing range that can be sold outside Ibiza.

 

Redefining what Ibiza stands for is still a work in progress; San Antonio clubs continue to pump out the dance music, but the brand hopes it is starting a rock revolution on the island.

 

 

 

Long-haul retailer and tour operator Travelmood is moving its brand upmarket to target more prosperous clients.

 

It will also open a new concept store in Leeds on 5 November, aimed at providing a comfortable, relaxing environment for browsing and booking holidays.

 

Travel and retail marketing specialists Fox Kalomaski and corporate design agency D.Vision Create have been appointed to develop and implement Travelmood’s new brand strategy.

 

TUI Travel plc acquired Travelmood last year, adding it to its Austravel brand – also a Fox Kalomaski client – to make TUI the second largest tour operator to Australasia.

 

Travelmood has eight shops across the UK and chose its Leeds location for the concept store as it needs to move from the current premises.

 

Gary Jacobs, Fox Kalomaski’s chief executive, said the two-storey shop will feature a downstairs floor ‘celebrating travel’. 

 

‘We recognised there is a gap in the marketplace – people want to sit in comfort and absorb what a destination is all about. They could look at a book on Indonesian cooking for example – it’s all aspirational and inspirational,’ he said.

 

This relaxed approach will be combined with extensive knowledge and expert advice gleaned from talking to Travelmood consultants face-to-face, he added.

 

‘Travelmood is going back to the traditional values of what a travel agent is all about. It’s about trusting your agent and their recommendations,’ said Jacobs.

 

If the concept in Leeds is successful, it will be introduced to other sites around the UK.

 

Travelmood’s website will also be redesigned and press and email marketing campaigns are planned to promote the brand.

 

Laura Southwell, head of marketing for Austravel and Travelmood, added: ‘We need a distinct new brand positioning, customer proposition and brand strategy targeting a new, higher spending audience of prosperous professionals, wealthy executives, educated urbanites, aspiring singles and flourishing families.’

Author: Branwell Johnson, Marketing Week

 

Travelmood, the long haul retailer and tour operator, has appointed travel and retail marketing specialist Fox Kalomaski and design agency D.VisionCreate to reposition the company’s brand and to develop a new strategy and campaign.

 

TUI Travel bought Travelmood last year. It has been added to TUI’s Austravel brand, also a Fox Kalomaski client, to make TUI the second largest tour operator to Australasia.

 

Fox Kalomaski will work on a new website and press advertising together with a data management campaign.

 
Laura Southwell, Head of Marketing for Austravel and Travelmood, says: “We need a distinct new brand positioning, customer proposition and brand strategy targeting a new, higher spending audience of prosperous professionals, wealthy executives, educated urbanites, aspiring singles and flourishing families. We want them to see Travelmood as a brand they aspire to when planning a tailor-made holiday.”

 

Travelmood currently sells holidays to Australasia, the Far East, Southern Africa, North America, Indian Ocean and the Middle East, in addition to a range of Adventure holidays under the Travelmood Adventures brand. It intends to extend its offering further to include the Caribbean and South America.