AS CREATIVE taglines become frequent elements in destination marketing campaigns, John Koldowski, special advisor to CEO of PATA, underlined the importance of “delivering on what you promise”.
Speaking at the China International Tourism Branding & Marketing Seminar yesterday afternoon, Koldowski said: “Every country now knows how powerful taglines are in branding the destination and are all vying to have the best identity.
“However the branding campaign might backfire on the destination and quickly work against it if (travellers) do not get what they were promised.”
Koldowski singled out Ministry of Tourism India’s Incredible India, Tourism Malaysia’s Malaysia Truly Asia and Tourism Authority of Thailand’s Amazing Thailand as some of the best taglines in Asia that are paired with memorable and successful marketing campaigns.
According to Tiger Wu, director of Centre for Recreation and Tourism Research, Peking University, the use of a single tagline for China is “tricky”, as the country is vast and its tourism experiences are varied.
China revealed its destination marketing tagline Beautiful China in March this year.
Wu said: “Everyone, especially if they are from different countries, has a different definition of beauty and it can be based on the destination’s culture, history or scenery.”
Hence, he has suggested that China adopts a more targeted approach for different audiences, perhaps differentiated by geographical source markets.
“For instance, our survey has shown that China’s rich history and culture are most important to Western travellers,” he said.
Duan Yue Qing, director-general of Yunnan Provincial Tourism Development Committee, said the province’s Colourful Yunnan, Tourism Paradise tagline was recognised as one of the top 10 marketing slogans in China this year.
Duan opined that the tagline rightfully described Yunnan’s community of colourful ethnic tribes, varied flora and unique scenery.
