Tourism Branding

For anyone in or interested in the tourism industry to explore issues associated with branding a country, region, destination, attraction, hotel, tour etc

Members: 162
Latest Activity: Oct 16, 2021

State Sponsored Spin

Here is an interesting video on the subject of nation branding and why it does not always work, or as Simon Arnholt puts it, is often a complete waste of taxpayers' money. The story includes interviews with Jeremy Hildreth of Saffron Brand Consultants and Robert Jones of agency Wolff Olins. The argument is that mass-communication marketing campaigns are no way to build a country brand. What do you think?

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Comment Wall


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Comment by BeijingTripAdvisor on December 25, 2011 at 1:51am

Merry Christmas to everyone!  I am glad to find and join this great group,I hope my tourism brand Beijing Trip Advisor well known here!

Comment by Ed Wetschler on November 30, 2011 at 9:05pm

Whose social media program is trumping the competition? Tourism Ireland's. A tripatini blog explains how Tourism Ireland did it:


Comment by Vikas Tembhare on September 27, 2011 at 1:46am
Happy World Tourism Day to All Industry Friends and Partners.
Comment by Max Pesling on March 30, 2011 at 4:26pm

This kind of tactic doesn't always work, guys. Case in point is Australia's "Where the bloody hell are you?" campaign a couple years ago. I read that the language offended so many people, the ads were banned in several countries including the UK and the US (those prudish Anglo-Saxons!). So if I were consulted by Spirit airlines, I'd say ditch that image and others like it. Of course, I'd also say a lot of other things, like get rid of carry-on and seat-selection charges. I mean really!


And by the way, I leave my back hair alone. 

Comment by Northeast News on March 30, 2011 at 3:17pm

Admissions: John waxes his back and Wendy waxes her boyfriend's back. I wax my car.

Also, they say that there's no such thing as "bad" publicity, but as someone who used to be compensated quite handsomely to bail companies out of public relations disasters, I would say that this old saw is patently false. Do you really  think that ad images like this one really improve a company's image?

Comment by John Kipper on March 30, 2011 at 10:43am

Totally works, it gets ur attention. Like wendy said, we're talking about it and you can bet out of the millions of ads we're all subjected to this is one we're going to remember. 


Personally I wax my back, but i sure woudnt subject anyone to a picture of the process!!

Comment by Wendy Capra on March 29, 2011 at 10:19pm
OMG!! Ur all going to laugh, but I had a boyfriend who looked like that. I mean, not heavy, he was built like a you-know-what, but his back was just as hairy as this guys. Guess who used to shave it for him? Anyway this is getting way too personal and i dont want to gross anybody out, but the fact is this kind of advertising actually works on me. I think its funny and get my attention. I'm in marketing, and even tho my boss would kill me if i ever pull this kind of stunt, even he got a chuckle out of this when i showed it to him. And look, we're talking about it right? So we're not gong to forget this Spirit air promotion. Not that i'd fly them again, i did that a couple times and i'm not going there again. But this totally works. mY 2cents
Comment by José Balido on March 29, 2011 at 3:30pm

Does gross-out branding work to attract travel customers? In other words, does it make people want to book, or barf? In this day and age, when toilet humor is everywhere and parents buy books for their kids like "Dr. Proctor's Fart Powder" (my nephew's current fave), should travel companies and destinations adopt these strategies?

I'm not asking out of the blue: I just went on the Spirit airlines site to claim a voucher from a very delayed flight that got us in at 3 a.m. this morning, and found an ad for their $9 fare club which stopped my lunch in its tracks. 

Now, before you accuse me of being size-ist or hirsute-ist or whatever, do understand I have nothing against back hair (I have some myself, but I would never post videos of myself in the midst of depilation!) or against gentlemen of girth. It's the act of showing this poor man being shorn like a sheep, and knowing that the ad agency that came up with the idea is using his girth for shock value. Why not use a pumped model with a hairy back? Oops. They all wax. Well, you get my drift. This ad is intentionally trying to shock and repel, and my question to you branding experts is: DOES THIS WORK?


[Remember, to reply scroll back up the page to the Comment Wall box].

Comment by Hoang Chuyen on March 28, 2011 at 10:32am

Hi everyone!

I am glad to invite you to Vietnam, a beautiful country in Asia south eastern area.

See more at our site as


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