September 5th, 2007 Successful branding abroad
Adweek had an interesting piece a few days ago regarding American companies that have to tweak their branding strategies when advertising abroad. Las Vegas’ branding campaign is a good example (“what happens in Vegas, stays in Vegas’).
“Based on the success of our ‘What happens here’ marketing in the U.S., we shifted our global strategy from a purely product-education philosophy to a focus on emotional brand building,” says Rossi Ralenkotter, president and CEO of the Las Vegas Convention and Visitors Authority. Global travel is expanding even as foreign travel to the U.S. is decreasing, he adds, “so we must have our brand out there to attract international travelers who are going elsewhere.”
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