1. Integrated (online/offline) Marketing Strategies
for Reputation Management:
Best Practices from Greece, Europe and US

2. 1. Destination Branding:
Some Basic Principles
2. Integrated Marketing:
Facts & Trends
3. Reputation Management:
Best Practices from US, Europe and the Case of
Athens

4. Let’s make it
clear
Perception is more
powerful than reality

5. Let’s make it
clear
Marketing communications
alone cannot change a place
image

6. Let’s make it
clear
No single national
stakeholder has control
over all of the factors that
affect a country’s reputation

7. Let’s make it
clear
Changing a country’s image for
the better takes many years,
sometimes generations.

10. MIND THE GAP
In order to manage place-
brands successfully and
therefore reduce the gap
between identity and the
standardised true (or image), it
is necessary to understand the
variables that compose the
brand.
Joao R. Freire, Place-
Branding Expert

11. Online/Offline
Marketing
Integration
Integration

12. from
fragmentation
to wholeness

13. What is
Integration?
It’s about having all your activities (sales,
customer service, marketing, advertising,
PR, social media, etc.) aligned and
supporting one another.

15. Research
shows that..
72% of consumers want to be engaged
with an integrated marketing approach, but only
39% are receiving that.

16. Integrated
Marketing
Facts & Trends

17. SOcial Location MObile
#1

18. Facebook is not
necessarily a
Strategy
anymore..
What’s
your niche?

19. Location based services will be everywhere & part
of many marketing campaigns. Local information,
reviews, coupons, loyalty programs and more.
Near-field communication chips in mobile devices
get more common and will pave the way to the new
era of “tap & pay” commerce. NFC will be a
convenient way for you to connect, share and
react.

22. Welcome to Scotland app
the most technologically advanced tourism app in Europe

23. Starbucks Mobile Pay
Starbucks “Starbucks Mobile Pay” which allows users to pay for their purchases via
their mobile phone has processed more than 20 million mobile
payment transactions!

24. Demand for tablets , mainly driven by the US
market, is growing at an astonishing rate with
sales expected to surpass 300mil by 2015
from 60mil in 2011 (eMarketer.com, 2011)

26. travel is increasingly about
depth rather than breadth of
experience.
#2

28. Quality Visitor Services
Manchester Visitor Information Centre

29. New ways to reach potential visitors
Vienna 3D Building Projection in London

30. Social M edia Games
have more players than
prime time TV shows
have viewers.

31. T-Mobile Angry Birds Live

32. “Destination branding,
is about creating a
sense of place and
telling a story’’

33. Colonial Williamsburg
‘In fact, when I took my family to Colonial Williamsburg a few years ago, I was
fearful that I would be bored to tears. But after debating architecture with Thomas
Jefferson (I lost), eating and quaffing in a Colonial-era alehouse, watching my kids
march with the militia, and sleeping in a 300-year-old house, I felt it was one of the
best vacations we've ever had.’’

34. #3

35. Visitors to websites with
consumer reviews are more than
twice as likely to buy.

36. 68% of consumers trust reviews
more when they see both good
and bad scores
(Source: Reevoo.com, January 2012).

37. 30% suspect censorship or faked
reviews if there aren’t any
negative comments or reviews
(Source: Reevoo.com, January 2012).

38. Four Seasons Website
Integrates Customer Comments

39. Starwood Guest Reviews

40. Canadian Tourism Commission
Online Travel Tool
Travellers can create their own online itineraries &
see real time reviews, comments, images and videos
based on recommendations and by combining
information from local users of Foursquare, Yelp and

41. Virgin America Tweet by Tweet

44. Time to Ask the Real ROI
questions and Demand the
tools to measure the value.

46. Destination Marketing is much more
than just selling a destination

48. Reputation Management
Visit Florida – ‘Florida Live’’

50. Reputation Management
Lower Manhattan
new tour itineraries,
special offers at local
hotels, multimedia
advertisements, and
discounts at shops,
attractions, and the new
“Downtown Culture Pass”
Major Campaign spotlighting the
area’s remarkable recovery in
the nine years since the 9/11
attacks

51. Reputation Management
Iceland & the Volcano Ash
The campaign showed the rest of the world that
Iceland is still a safe place to visit and since the
volcano eruption began only a small percentage of
the country has been affected by the ash.

60. Stage One:
Set the Goal
to engage local people, showcase the
everyday life in Athens, promote a flavour
of true experiences and an alternative
image of the city through user generated
content.