M&C Saatchi has defined and developed the brands
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Transcript of M&C Saatchi has defined and developed the brands
M&C Saatchi has defined and developed the brandsof some of the biggest destinations in the world –
while putting some of the smallest on the mapand helping them grow.
With over 20 years experience in nation branding, tourism and investment promotion, M&C Saatchi has a
track record of delivering effective strategies and results.
Destination Equity Audit
Investor Momentum
Leverage Diaspora
Tourist Tracker
Destination Showcase
Conversion Accelerator
Sustainability Connects
M&C Saatchi Academy
Assess your place brand’s performanceagainst your Tourism or FDI ambitions
Maximise your destination’s impact at every stage of the investor decision-making journey
Deploy your diaspora to significantly advance your place objectives
Maximise your destination’s impact at every stage of the tourism decision-making journey
Showcase your destination’s story on the
global stage with cornerstone content.
Transform your collateral and increase
qualified leads through the ability to deliver
personalised relevance at scale
A resource to train and deepen understanding within brand and comms teams
Harness your sustainability efforts to unlock meaningful audience connection.
‘’The art of marketing is the art of brand building. If you are not a brand you are a commodity.
Then price is everything and the low cost producer is the only winner’
Philip KotlerProfessor at the Kellogg School of Management
Assess your place brand’s performance against your Tourism or FDI ambitions.
Complexity is stripped away and clear opportunities identified along with a short, medium and long-term impact plan.
Findings are shown in a SWOT analysis with a short/medium/long term actionable impact plan.
A Destination Brand Equity score is ascribed with targets linked to the impact plan.
A high level report audits your destination against 5 key measures:
Destination: clarity
Destination: penetrationthe infusion of the brand story throughout touchpoints
Destination: impact a review of image projection, messaging and activation
Destination: differentiation at a brand and sector / segment level
Destination: engagementlevels of audience groups on owned and earned channels
‘Marketers still have a “blind spot” when it comes to the buyer’s journey.
You need to recognize that the B2B buying process is not one big decision; it is a series of micro-decisions.
And the destination that wins the business is the one that answers those questions and provides fresh insights that influence how investors think about problems so they can
confidently advance their buying journey.’
Jeff Ernst, Forrester
Maximise your destination’s impact at every stage of the investor decision-making journey.
This journey is a complex cycle with multiple audiences and multi-faceted decision-making. We use the M&C Saatchi Momentum Model to break the journey down into its component parts and reveal how marketing can have maximum impact:
how your destination scores across each stage
your performance against key competitors
specific levers which enable you to address the right audience with the right information at the right time
the action plan which will help your destination to win across the FDI decision-making journey
‘Branding our country begins inside the heart of every citizen, whether living at home or abroad.
They have the power to become the country brand’s ambassadors if we can just ignite in them a deep sense of pride in their country
and the confidence to carry this out successfully.
All they need is a rallying point’
Junie S. Del Mundo, CEO EON Philippines
Deploy your diaspora to significantly advance your place objectives.
Leverage Diaspora is a sustainable and replicable destination asset which activates valuable diasporic influence within your key markets to impact:
This programme can be used to focus and recalibrate existing efforts, reengage a passive community or build strong foundations from scratch.
Amplify your place marketing efforts by unlocking your diaspora population and building destination advantage in the markets it matters most.
‘72% of travellers researching on their smartphones look for the most relevant information regardless
of who is providing the information.
In other words, they're more loyal to their needsthan to any particular brand.
This means you have to earn (and re-earn) each person's consideration in every micro-moment they experience’
Think with Google
Maximise your destination’s impact at every stage of the tourism decision-making journey.
Tourism decision-making journeys are complex and vary by segment, season and demographic. Yet there are underlying behaviours and trigger points which can be harnessed to maximise impact.
Tracking behaviours and influences across an 8 stage ‘whole tourist view’ reveals the valuable opportunities beyond the booking moment.
how your destination scores across each stage
your performance against key competitors
specific levers which enable you to influence with the right information at the right time
the action plan which will help your destination win across the whole tourist journey
‘Online video is the Swiss army knife of internet marketing. It really can be used all over the customer lifecycle, whether it’s
customer service, marketing, or even recruitment.’
Mark Robertson, Founder ReelSEO
‘The Play button is the most compelling Call to Actionon the web.’
Michael Litt, Co-Founder Vidyard
Showcase your destination’s story on the global stage with multi-use cornerstone content.
We combine powerful storytelling with world-class production quality to produce a suite of long-term andhigh-value marketing assets for your destination.
By applying strategic thinking, market knowledge, audience insight and proprietary tools we help articulate how your destination is showcased in ways that are compelling and motivating.
From a single cost-efficient shoot we deliver a compelling piece of hero, on-location, video content for your destination that can be re-cut to create a range of bespoke marketing assets.
This makes your budget go further and delivers a powerful consistency across all touchpoints.
We focus on the business leaders, Ministers, entrepreneurs and people who make your destination what it is. Because, with the right guidance, nobody knows how to tell that story more authentically.
Our proprietary process ensures that your destination is showcased in the clearest and most compelling way possible:
‘75% of B2B decision makers are relying more heavily on content to research and make decisions
than they did a year ago. 1.5 million business searches are being made on YouTube every
single day’
Content Marketing Institute
The key ingredient to a better content experience is relevance’
Jason Miller, LinkedIn
Transform your collateral and increase qualified
leads and engagement through the ability to deliver
personalised relevance at scale.
The M&C Saatchi Conversion Accelerator uses
prospect data and our proprietary algorithm to personalise
and tailor material for individual prospects based on their
specific needs. Whether providing an FDI prospect with a
personalised business case or inspiring a tourist with an
itinerary built around them.
Our algorithm automatically pulls in and orders modular
content elements, generating bespoke and relevant pieces
of promotional material at scale.
Audience profiles are combined with our deep understanding of the
decision-making journey and the triggers which deepen
engagement and prompt action
Sales materials are aligned to audience needs to create motivating
modular assets
Our algorithm pairs data with assets to auto-create personalised
and relevant collateral at scale
This process generates efficient value for your audience and
qualified leads, data and insight for your destination
‘There is no Plan B because there is no Planet B’
Ban Ki-Moon, former UN Secretary General
Harness your sustainability efforts to unlock
meaningful audience connection.
With increased government deployment of triple bottom line
(3BL) reporting, and heightened tourist and investor
sensitivity to sustainability practices, there is an opportunity
to highlight destination sustainability credentials in a way that
aids understanding and creates connection.
Looks at the triple bottom line and assesses your destination’s current sustainability standing.
Identifies engagement opportunities and action plans.
Employs creative thinking to bridge the tensions between profit and sustainability solutions.
Creates powerful platforms where brand and sustainability combine to advantage your destination objectives.
Builds communication plan to effectively leverage initiatives and maintain momentum
‘An organisation's ability to learn, and translate that learning into action rapidly
is the ultimate competitive advantage’
Jack Welch, former General Electric CEO
A resource to train and deepen understanding
within brand and comms teams; to refocus thinking and
encourage debate & co-creation.
The modules have been developed to meet identified needs.
They are a blend of presentations, exercises and workshops
designed to deliver actionable outcomes.
Bespoke modules can also be developed based on your
specific requirements.
Getting to the heart of
your brand
Focusing your audience
influence
Finding your brand
opportunity
Short-term vs long-
term brand building
Sharpening your
business story
The modern universe
of touchpoints
Measurement as a
driver of success
50 ideas in 1 hour
Defining the task
Aligning the brief to
output
Understanding
advertising archetypes
Identifying & protecting
powerful ideas
Amplifying your idea
with focus
Focusing your
strategic proposition
Applying Brutal
Simplicity of Thought
A days intensive media training for those individuals who need to confidently represent their organisation, or country, to the media.
Understanding the theory
What makes a good interview?How to handle questionsHow to prepare yourselfMaintain your narrative
Putting it into practise
Scenarios and role playAnalysis and feedback
Embedding new behaviours
Film review and follow up refreshers
Winning across the decision- making journey. A co-creation workshop for place branding teams who wan to turbo-charge their journey.
Unlocking your FDI |
Tourism decision-
making journey
Sharpening your story
where it matters
Activating your key
impact drivers
Building momentum -
repurpose, amplify, create
Shorter sessions with a singular focus
Activate your brand’s
power
Make events effective
and memorable
Find your brand’s
unique social voice
An ambassador
powered brand
Trends & innovations –
How can your brand
benefit
