Branding Strategy

Destinations need to successfully accomplish three things: create desire, communicate visitor’s safety, and create visitor commitments. At Trove, we create the right brand and campaign to get these done.

Our team works with the travel destination to match the right segments to the right products to the right messaging, creating a focused brand for a destination that will support short and long-term goals.

We use our proprietary market segmentation tool, TroveTraveler, to develop branding strategies for destinations. TroveTraveler provides the right data and ethnographic research to help tourism authorities and DMOs better understand their target market(s). Whether it be diving deeper into their specific attitudes or preferences, travel behaviors, or even identifying who they should target in the first place, we have the right tools to get this done quickly. TroveTraveler harnesses the power of real human insight and global market data to help you pressure test strategy, guide decision making, or evaluate effectiveness of on-going efforts.

After 2020, destinations need to shift focus on three behaviors for visitors:

  1. Creating an emotional desire to travel to your destination

  2. Communicate visitor safety

  3. Creating commitment from a prospective visitor

At Trove, we first work to aggregate market perceptions of the destination and then begin our effort to capture the unique essence of the destination and its special attributes, building on media and cultural references that link to the destination.

We leverage data that we collect from sentiment analysis and ethnographic research via our proprietary mobile focus group tool to develop unique personas. We also collect inbound travel and demographic, spend, and visitor trend data. We then map our market segments to the destination’s products, developing messaging that will work for both trade partners and consumers. Our goal is to ultimately develop a marketing campaign that is detailed, effective, and tactical.

If you are an organization looking to complete any of the below and just have not had the ability, contact Trove for a problem assessment meeting.

  • Segmenting your market

  • Building a brand vision and mission

  • Understanding and highlighting the market perceptions of the destination

  • Capturing the unique essence of the destination and its special attributes

  • Building a comprehensive marketing campaign

  • Building on media and cultural references that link to the destination

TROVE TOOLS

  • TroveTraveler market segmentation tool

  • Brand Strategy Assessment

  • Brand Strategy Checklist

  • Data Driven Market Segmentation

  • Visitor Personas

  • Brand Experience Look-book

  • Communications Campaign Development

  • Public Relations Campaign Development

  • SEO & SEO Public Relations Strategy Development

  • Comprehensive Marketing Campaign

  • Marketing Prototypes

  • Branding Implementation Plan

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How We Help

We work with clients to develop brand identities, strategies and marketing campaigns to segment the market, create a singular message, and make outreach to potential tourists that much more effective.

Step 1: Brand Strategy Assessment

Trove’s brand marketing experts review current state brand and its effectiveness in pulling in visitors.

Step 2: Market Segmentation

Segmenting the visitor market is critical, regardless of if you are a destination, tour company or tourism association. Trove applies detailed market analysis and sentiment analysis to understand the breakdown of visitors by demographics, point of origin, interest, tendencies and uses all of the data to create tailored brand experiences.

Step 3: Brand Experience Development

Successful destinations have a tried-and-tested marketing strategy that works for them. Not every destination and not every type of visitor will be marketed to the same. Trove understands this and builds brand experiences (“what will the visitor hear, receive, and respond to?”).

Step 4: Marketing Campaign Development

Trove’s marketers and brand strategists will build a comprehensive and detailed marketing campaign using social media account management, social media ad placement and content optimization, online marketing, public relations, search engine and other marketing tools to build a campaign fit for the destination.