How building great destination brands means working together
Every system straddles stability and change; balancing that which keeps us grounded in history and values, and that which is agile enough to respond to changing circumstances and opportunities. You see this in romantic relationships, friendships and families; structures of faith and worship; environmental ecosystems; and our healthcare system (though I'm not sure it's doing a good job of either of those things at the moment).
Navigating the delicate equilibrium between stability and change is a universal challenge in marketing, whether the focus is on promoting regions through local and regional government marketing or positioning established consumer brands in the marketplace. Both realms have a lot more in common than we usually think, and if ever stuck for inspiration, consumer brands can provide useful guidance to local government for getting the balance right.
Local and regional governments, through destination marketing, strive to showcase their areas' unique characteristics, cultural heritage, and natural beauty to attract tourists, residents, and investors. Similarly, established consumer brands lean on their heritage and the loyalty they have cultivated over time as a foundation for their marketing efforts. However, both must also be agile, adapting to new trends, technologies, and consumer preferences to ensure sustained interest and engagement.
The Shire of Esperance, for example, promotes its stunning coastal landscapes to draw tourists, paralleling a brand like Patagonia, which emphasises its commitment to environmental conservation. Patagonia's marketing resonates with consumers through a shared value system, much like Esperance's appeal to environmentally conscious visitors. However, both entities also innovate within their marketing strategies; Esperance by highlighting its renewable energy initiatives, and Patagonia through its sustainable product lines and advocacy for environmental causes. This dual approach ensures that they stay relevant and appealing to a broad audience.
Port Augusta's transformation from a coal-powered past to a focus on renewable energy showcases a pivot similar to what we see in the automotive industry with companies like Volvo committing to full electrification. Just as Port Augusta rebranded itself as a leader in sustainable energy, Volvo uses its commitment to electrification to stand out in a crowded market, demonstrating how innovation aligned with societal shifts can rejuvenate a brand's image and market position.
The marketing strategy of the Macedon Ranges, emphasising lifestyle quality, cultural richness, and natural beauty, mirrors the approach of consumer brands like Airbnb, which markets unique travel experiences that connect visitors with local cultures and communities. Both utilise storytelling and the promise of authentic experiences to attract a diverse audience, balancing the preservation of local heritage with the introduction of new and unique offerings.
These examples illustrate the shared challenges and strategies between destination marketing and the marketing of established consumer brands.
The key to success in both domains lies in the ability to articulate a compelling narrative that honours tradition while also embracing change. Whether it's a region promoting its unique attributes and evolving character or a brand leveraging its heritage while innovating for the future, the capacity to balance these elements determines their ability to attract and retain interest in an ever-evolving landscape.
This intricate dance between stability and change underscores the nuanced art and science of marketing and, probably, why we love it so much.
Brands are built better together.
Megan
