Promotional Techniques » Advertising and Branding

What you'll learn this session

Study time: 30 minutes

The different types of advertising media and their advantages/disadvantages
How to create effective advertising campaigns
The importance of branding in tourism marketing
How to develop a strong brand identity
Real-world examples of successful tourism advertising and branding

Introduction to Advertising and Branding

Advertising and branding are essential promotional techniques that travel and tourism organisations use to attract customers and stand out from competitors. These techniques help businesses communicate their unique selling points (USPs) and create a memorable impression in the minds of potential customers.

Key Definitions:

Advertising: Any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor.
Branding: The process of creating a unique name, image and identity for a product or service in consumers' minds.
USP (Unique Selling Point): A feature or benefit that makes a product or service stand out from its competitors.

Advertising in Travel and Tourism

Advertising helps tourism businesses reach potential customers and persuade them to purchase their products or services. Different advertising methods work better for different target markets, so organisations must choose carefully.

💻 Digital Advertising

Website advertising: Banner ads, pop-ups and sponsored content on travel websites.

Social media: Paid posts on platforms like Instagram, Facebook and TikTok.

Search engine marketing: Paid listings on Google and other search engines.

Email marketing: Promotional messages sent directly to potential customers.

Advantages: Targeted, measurable, cost-effective, global reach.

Disadvantages: Ad blockers, digital fatigue, privacy concerns.

📺 Traditional Advertising

Television: Commercials on local, national, or international TV channels.

Radio: Audio advertisements on local or national stations.

Print: Adverts in newspapers, magazines and travel brochures.

Outdoor: Billboards, posters and transport advertising.

Advantages: Wide reach, builds trust, tangible (for print).

Disadvantages: Expensive, harder to measure effectiveness, less targeted.

Creating Effective Advertising Campaigns

A successful advertising campaign follows these key steps:

Set clear objectives: What do you want to achieve? (e.g., increase bookings, raise awareness)
Identify target audience: Who are you trying to reach?
Choose appropriate media: Where will your audience see your advert?
Create compelling content: What message will resonate with your audience?
Set a budget: How much can you afford to spend?
Measure results: How will you know if your campaign was successful?

Case Study Focus: Visit Scotland's "Scotland Is Now" Campaign

In 2018, VisitScotland launched the "Scotland Is Now" campaign to boost tourism. The campaign:

Used stunning visuals of Scottish landscapes and experiences
Featured authentic stories from locals and visitors
Ran across multiple platforms including TV, social media and print
Created a consistent message across all advertising
Resulted in a significant increase in tourism interest and bookings

The campaign was successful because it highlighted Scotland's unique selling points (beautiful scenery, rich culture, friendly people) and created an emotional connection with potential visitors.

Branding in Travel and Tourism

Branding goes beyond just a logo or slogan – it's the overall perception people have of your business. Strong branding helps tourism businesses build trust, loyalty and recognition.

Elements of a Strong Brand

💡 Brand Identity

The visual elements that represent your brand:

Logo
Colour scheme
Typography
Imagery style

Example: Virgin Atlantic's red and white colour scheme is instantly recognisable.

💬 Brand Voice

How your brand communicates:

Tone of voice
Language style
Personality
Values

Example: TUI's friendly, approachable communication style makes customers feel comfortable.

🎯 Brand Positioning

How you stand out from competitors:

Unique selling points
Target market
Price point
Customer experience

Example: Airbnb positions itself as offering authentic, local experiences rather than standard hotel stays.

Developing a Brand Strategy

A successful brand strategy for a travel and tourism business should:

Reflect your values: What does your business stand for?
Connect emotionally: How do you want customers to feel?
Be consistent: Does your brand look and sound the same across all touchpoints?
Be authentic: Does your brand promise match the actual customer experience?
Be memorable: Will customers remember your brand?

Case Study Focus: Disney Parks and Resorts

Disney has one of the strongest brands in the tourism industry. Their branding success is based on:

Consistent messaging: "The happiest place on Earth" is reflected in everything they do
Attention to detail: From cast member training to themed environments
Emotional connection: Creating magical memories for families
Recognisable symbols: Mickey Mouse ears, Cinderella's castle
Multi-sensory experiences: Specific scents, music and visual elements

Disney's strong branding allows them to charge premium prices while maintaining high customer loyalty.

The Relationship Between Advertising and Branding

Advertising and branding work together to promote tourism businesses:

📝 How Branding Supports Advertising

A strong brand makes advertising more effective by:

Creating recognition and trust before the advert is seen
Providing consistent visual elements and messages
Making adverts more memorable
Allowing for shorter, more impactful adverts as less explanation is needed

📸 How Advertising Supports Branding

Effective advertising helps build a brand by:

Increasing brand awareness
Communicating brand values and personality
Creating emotional connections with potential customers
Reinforcing brand positioning in the market

Digital Branding and Advertising

The digital world has transformed how tourism businesses approach branding and advertising:

Social media presence: Building brand communities and engagement
User-generated content: Customers sharing their experiences becomes part of your brand
Influencer partnerships: Using trusted voices to promote your brand
Personalisation: Tailoring advertising messages to individual preferences
Review management: Responding to online reviews affects brand perception

Case Study Focus: Tourism Australia's #SeeAustralia Campaign

Tourism Australia successfully combined branding and advertising in their #SeeAustralia social media campaign:

Created a consistent hashtag that aligned with their brand
Encouraged visitors to share their own photos and experiences
Featured user-generated content in their official marketing
Built an authentic brand image through real traveller experiences
Reached millions of potential visitors through social sharing

This campaign was cost-effective while creating genuine emotional connections with the audience.

Measuring Success

To determine if your advertising and branding efforts are working, you need to measure their impact:

Advertising Metrics

Reach: How many people saw your advert
Engagement: How people interacted with your advert (clicks, shares)
Conversion rate: How many people took the desired action (e.g., booking)
Return on investment (ROI): Money earned compared to money spent
Cost per acquisition (CPA): How much it costs to gain one customer

Branding Metrics

Brand awareness: How many people know about your brand
Brand sentiment: How people feel about your brand
Brand loyalty: How likely customers are to return
Net Promoter Score (NPS): How likely customers are to recommend you
Brand value: The financial worth of your brand

Summary

Effective advertising and strong branding are crucial for success in the travel and tourism industry. By understanding the different advertising media available, creating compelling campaigns, developing a distinctive brand and measuring results, tourism businesses can attract more customers and build lasting relationships with them.

Remember that the most successful tourism businesses align their advertising and branding strategies with their target market's needs and preferences, creating authentic connections that inspire people to travel.