Advertising destinationbrands
Chapter overview
This chapter completes Part Three of the book which examines the relationship between advertising and the creation of powerful tourism and leisure brands. Whilst Chapters 8 and 9 discussed brand-building and repositioning strategies, this chapter focuses specifically on advertising, destination marketing and branding. In the tourism and leisure industries, destination marketing (largely co-ordinated and funded by the public sector) is one of the most highly politicized areas and such is the difficulty of producing good, effective advertising that we have devoted a whole chapter to its evaluation. Our discussion here encompasses the advertising strategies of Morocco, Israel, New Zealand, Canada, ...
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