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Branding Strategy for the Adriatic and Ionian Region - Analysis and Recommendations (Routes 4U 19) (2020)

Cultural heritage
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Routes4U_19
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This report explores the comparative advantages that the Cultural Routes of the Council of Europe in the Adriatic-Ionian Region have that can help them support and promote cultural tourism, heritage protection and transnational co-operation. The routes themselves offer themes such as art and architecture, religious heritage, music and literature, landscape and gastronomy, that can all work harmoniously for successful and long-lasting promotion. The Region can trace its enviable history by millennia for visitors seeking authentic experiences in the areas of culture, nature, and Mediterranean tradition. The region now looks to build on its strong track record in promoting new sustainable and diverse products an itineraries for visitors seeking authenticity, originality and unusual destinations alongside culture and the seaside. Anyone interested in the process of branding in the Adriatic-Ionian Region is sure to find this study useful. The recommendations of this study are published in the Tourism Catalogue of the Cultural Routes of the Council of Europe in the EU macro-regions.
PREFACE 
INTRODUCTION 
1. BRANDING STRATEGY: INTRODUCTION 
1.1 Background and overview 
1.2 Cultural Routes in the AIR 
PART I - BRAND AUDIT OF THE ADRIATIC- IONIAN REGION BRAND 
1.THE AIR BRAND AUDIT METHODOLOGY 
1.1. CULTURAL ROUTES QUESTIONNAIRE 
1.1.1.Cultural Routes member survey 
1.1.2.Cultural Routes stakeholder survey 
1.1.3.Cultural Routes visitor survey 
PART IΙ - STRATEGY DEVELOPMENT OF THE ADRIATIC-IONIAN REGION BRAND 
1. ANALYSIS OF THE CURRENT AIR BRAND 
1.1 CREATION AND IMPLEMENTATION OF AN AIR BRAND 
1.2 BRANDING OBJECTIVES 
1.3 CURRENT PERCEPTION OF THE AIR BRAND 
1.4 CURRENT PERCEPTION OF THE AIR CULTURAL ROUTES BRAND 
1.5 BRAND POSITIONING AMONGST COMPETITORS 
1.6 THE AIR BRAND – SWOT ANALYSIS 
1.7 COMMON ELEMENTS FROM SWOT ANALYSIS 
2. CREATING AN AIR BRAND - BRAND STRATEGY DEVELOPMENT 
2.1 THE AIR BRAND – UNDERSTANDING THE DIFFERENCES, STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS 
2.2 KEY FACTORS IN BRAND DEVELOPMENT 
2.3 THE AIR BRAND PYRAMID  
2.4 DISCUSSION ON THE PROPOSED BRAND DEVELOPMENT 
3. RECOMMENDATIONS FOR INTEGRATING THE BRAND INTO MARKETING ACTIVITIES 
4. CONCLUSION 
PART III - IMPLEMENTATION OF THE AIR BRAND 
1.AIR BRAND HANDBOOK
2.BRAND PERSONALITY GUIDELINES 
2.1 AIR BRAND STORY 
2.2 AIR BRAND VALUES AND IDENTITY 
2.2 AIR BRAND PROMISE AND VALUE PRPOSITION 
3.TECHNICAL DESIGN GUIDELINES 
3.1 LOGO 
3.2 SLOGAN 
3.3 FONTS AND COLOURS 
3.4 IMAGES 
3.5 TONE OF VOICE 
3.6 BRAND GUIDELINES SUMMARY 
4.AIR BRAND PRODUCT DEVELOPMENT 
4.1 PREREQUISITES FOR PRODUCT DEVELOPMENT 
4.2 REACHING DIVERSE AUDIENCES 
4.3 PRODUCT DEVELOPMENT GUIDELINES 
4.3.1 Development of a Cultural Card for the AIR brand 
4.4 AIR PRODUCT DEVELOPMENT CASE STUDY– THE ROUTES OF THE OLIVE TREE 
5.AIR BRAND COMMUNICATION ACTIVITIES & TOOLS 
5.1 RESEARCH-BASED PROMOTION OF THE AIR BRAND 
5.2 CURRENT ROUTES OF THE OLIVE TREE MARKETING STRATEGY 
5.3 GENERAL RECOMMENDATIONS FOR COMMUNICATION ACTIVITIES AND TOOLS 
5.4 DIGITAL MARKETING ACTIONS AND TOOLS 
5.5 AIR CONTENT AND MESSAGE 
5.6 AIR WEBSITE 
5.7 SOCIAL MEDIA 
5.8 EVENTS AND CONFERENCES 
5.9 PUBLIC RELATIONS 
5.10 TRAINING SESSIONS 
5.11 MEDIA COVERAGE AND USE OF EXTERNAL RESOURCES 
CONCLUSION 
Bibliography

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