360

international

DESTINATION BRANDING IN THE DIGITAL AGE

Practical insights to reveal, activate and manage a successful city brand in the Digital Age and improve tourism, economic and community development.

2 - 4 DECEMBER 2013 THE RITZ-CARLTON KUALA LUMPUR MALAYSIA

INTRODUCTION
Whatever name you give the practice city, place or destination branding, this seminar provides the ideas, actionable tools and insights for building a magnetic brand to attract more visitors, talented people, investors, and new businesses. Competition between places has never been so intense. Places of all sizes are confronted by crowded global and local marketplaces, countless media options, and more discerning, tech savvy and time-starved customers. To be relevant and valued, ambitious cities must be clearly dierentiated, have a compelling brand and master the myriad opportunities to connect with customers through traditional and digital media. This interactive three-day workshop blends two of the most important forces in tourism and economic development; the branding of places and the use of digital media. This program will enable you to address these challenges and build your citys capacity as a more eective and formidable competitor. We will demystify the concepts of branding places, how to pinpoint your most potent brand and how to plan and orchestrate the actions essential for a persuasive city brand in the Digital Age.

Bill Baker
President
Total Destination Marketing
Bill Baker is Chief Brand Strategist at Total Destination Marketing. He has decades of branding and marketing experience in more than 25 countries. Bill is recognized internationally as a foremost expert and industry pioneer for his pragmatic approach and successes in creating brand, tourism and marketing communications strategies for places of all sizes. Simply put, Bill and helps small cities and destinations become more competitive, enjoyable and economically successful. A hallmark of his approach is the way he simplies and demysties place branding so that it is better understood and applied by wider audiences. Bill is widely published in industry media, journals and books, and is the author of the acclaimed best-selling book, Destination Branding for Small Cities which simplies techniques for branding destinations. He also contributed to several leading books on destination branding published in Europe this year.

YOU NEED THIS WORKSHOP TO:

You need to understand how branding can make your city more competitive You need to be aware of the branding pitfalls You need to understand a proven process for destination branding You need to identify and master how to communicate and bring your brand to life You need to optimize customer experiences using digital platforms

COVERAGE
How digital has changed the branding landscape How to organize and lead the branding of your destination How to choose (and follow) the most eective place branding process How to use checklists and rules of thumb to build a more robust and relevant brand How to optimize your citys brand across traditional and digital assets How to engage stakeholders to build a stronger city brand - from the inside out How to creatively use internet marketing, social media and other digital communications

John Hope
Chief Strategist

EXCLUSIVE TAKEAWAY
Bill Bakers LATEST book! DESTINATION BRANDING for SMALL CITIES

HPR Internet Marketing Agency

John has over 30 years of tourism marketing experience as a Director of Marketing and Vice President of Marketing of three major International hospitality companies and a CEO of two DMOs. John is accredited as a Certied Internet Marketer from the Internet Marketing Association. His internet coaching has received rave review from business owners, marketers, Governmental agencies and non-prots alike. He has written two internet marketing books and has recently completed his third book on Social Media Marketing.

Testimonials:
Everyone in attendance without exception were blown away and highly motivated after your presentation and workshop. Your superb presentation sparked renewed cooperation and understanding of the critical issues. Your presentation on the slippery concept of branding was pitch-perfect, and the participants really embraced it. Your thoughts have contributed enormously toward our next steps.

360 International onal Limited, Level 8, Pavilion KL KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpu Lumpur, Malaysia.

www.360i-group.com

DESTINATION BRANDING IN THE DIGITAL AGE

COURSE CONTENT DAY1 HOW TO DEFINE YOUR MOST POTENT BRAND
What is changing in the world of brands and city competitiveness What is changing in the world of destination branding? How is branding relevant in the Digital Age? When should a city develop a brand strategy? What are the critical success factors? What are the pitfalls and how can you avoid them? Which places are getting it right? Whats the best way to manage a branding process for your city? How should you organize and lead your branding? Who should be involved? What preparations and precautions are required? How do you select a branding rm and Brand Advisory Committee? What destination branding processes can be used? A review of several branding processes and the actions needed to dene your most potent brand, as well as the on-brand programs and tools to achieve your objectives. How can you identify your citys place in the world? This step shows the elements of a comprehensive brand audit, including the research needed to gain insights into customers, stakeholders, competitors and destination strengths. How can you pinpoint your competitive edge? This session demonstrates how to dene your most competitive positioning, what dierentiates the city and how to express your Brand Platform and a distinctive Destination Promise.

WHY THIS EVENT

If you are responsible for tourism marketing or economic development management for a small or mid-sized city or region, you will nd this seminar extremely valuable. It is specically designed to simplify branding concepts for those wanting practical insights to improve their capacity to create and implement a brand strategy for their city and places. It does not have an academic or theoretical focus, but rather a pragmatic and hands-on approach to place branding. This is the opportunity to learn proven techniques from an internationally recognized expert with a lifetime of experience. We believe youll nd this seminar insightful, practical, stimulating and energizing.

DAY2 HOW TO BRING YOUR BRAND TO LIFE

How can you ensure that there are no gaps in how your brand is deployed? We spotlight the actions needed to orchestrate the desired brand communications, behavior and experience. We show how to generate brand consistency and harmony across all target audiences. How will your brand be communicated? We now show how the brand should be expressed visually and verbally. This includes the important principles for designing and selecting winning taglines, color pallets, key words and logos. How can you eectively use digital assets for city branding? We reveal the most common digital tools and the pros and cons of each. When and where should they be used? How can you develop a comprehensive internet strategy? This session shows how to develop a strategy to reach and enhance customer experiences at critical touchpoints.

DAY3 HOW TO ACTIVATE YOUR DIGITAL ASSET

What is the role of social media? We consider the role that digital platforms can play to transform traditional marketing communications such as advertising, PR and sales. How can you use specic software and tools to brand your city? The techniques to master social networks, video production, content management and customer engagement will be examined. Can digital media improve research and feedback? Digital provides the means to monitor your on-line performance, customer reactions, competitors, and improve brands performance. How should you resource, manage and evaluate digital operations? Finally, we show how to prepare the budget, sta, training, and integration of your digital assets. How will your brand come to life at critical touchpoints? The actions to activate the brand through marketing communications, digital platforms and experiences will be revealed to ensure that your brand is on-brand. How can you get the support of key stakeholders? It is important for leaders, sta, partners and stakeholders to be united, motivated, understand the brand, and know their roles in the implementation of the brand. How can you ensure that you have a sustainable brand? The spotlight turns to the actions needed for your brand to be launched, managed, monitored and sustained.

WHO SHOULD ATTEND

CEOs, Executive directors, Marketing directors, Tourism managers, Economic development managers, Communication managers, Public relations managers, Destination marketing practitioners, Local government executives and managers, Tourism oce management, convention and visitors bureau executives, Government ministry and departmental ocials responsible for tourism and economic development programs.

COURSE SCHEDULE
8.00 8.30 10.00 - 10.20 12.30 - 13.30 14.40 - 15.00 16.00 Registration & Coee / Tea Workshop commences Morning coee / tea Lunch Afternoon coee / tea End of day
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360 International Limited, Level 8, Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.

DESTINATION BRANDING IN THE DIGITAL AGE

REGISTRATION FORM
Email : kris@360bsi.com Mobile : +6016 3326 360 Office : +603 9205 7772

2 - 4 DECEMBER 2013 THE RITZ-CARLTON KUALA LUMPUR, MALAYSIA

Fax

: +603 9205 7779

DELEGATES
1 Name : Name on tag : Job Title : Email Mobile 2 Name : : :

IN-HOUSE TRAINING
360 International Limited is passionate about providing strategic technical programs and high potential training solutions across the region to build personal competencies and organizational capability. You will receive practical training from a professionally qualified educator with over twenty years of teaching and training experience. Please feel free to mix-and-match topics from the areas listed below to get the right training content for your staff. Other topics may be available upon request.

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OTHER RELATED PUBLIC COURSES

Best Practices in Credit Risk Analysis Financial Analysis & Modelling Using Excel Professional Proposal & Report Writing Records & Information Management, Document Management & Archiving The Art of Negotiating Under Pressure + Mediation The Craft Of Technical & Scientific Writing & Presentation The Energy Value Chain

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Hotel Contact Details:

For Room Reservation, contact for 360 BSI corporate rates.

AUTHORIZATION
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The Ritz-Carlton Kuala Lumpur, Malaysia. Telephone: +603 2142 8000 http://www.ritzcarlton.com/en/Properties/KualaLumpur/Default.htm

General Information:
1 The fees cover lunch, tea breaks, materials and certificate. 2 Official confirmation will be sent, once registration has been received. 3 Participants will need to arrange their own accommodation. 4 Attire: Smart Casual

Cancellations/Substitutions
Substitutions are welcome at any time. Please notify us at least 2 working days prior to the event. All cancellations will carry a 10% cancellation fee, once a registration form is received. All cancellations must be in writing by fax or email at least 2 weeks before the event date. Cancellations with less than 2 weeks prior to the event date carry a 100% liability. However, course materials will still be couriered to you.

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PAYMENT DETAILS
Payment is required within 5 days upon receipt of the invoice.

FEES

KUALA LUMPUR: 2-4 DECEMBER 2013

USD 1,895 per delegate USD 1,695 per delegate - register before 30th OCTOBER 2013 USD 4,950 SPECIAL FOR GROUP OF 3
The fee does not include any taxes (withholding or otherwise). In case of any taxes applicable the client has to ensure that the taxes are paid on top of the investment fee paid for the course. Compliance with the local tax laws is the responsibility of the client.

Bank transfer: 360 BSI (M) SDN BHD HSBC Bank Malaysia Berhad Bukit Bintang Branch, Kuala Lumpur, Malaysia Account No: 203-371059-725 Swift No: HBMBMYKL All payments must be received prior to the event date
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* Save up to 50% for In-house Training program

360 International Limited, Level 8, Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.