No matter whether a place has a negative or positive reputation, creating a message that feels relevant and authentic is key for building a tourism industry according to experts at the ITB Convention in Berlin.

Brand consultants for Saffron and kleiner und bold GmbH Ben Knapp and Johannes Pauen, who have worked on various place branding campaigns, such as London, Ireland, Poland and Sweden, say the key to turning your location into a destination is assessing where you are at, determining what you are capable of offering and then finding a message you want to send.

For some countries this can be an uphill battle. Working with Poland shortly after the collapse of the Soviet Union was a particular challenge in flipping the message.

“We always listen to people inside and outside the country and they told us they thought of Poland as a post-Soviet dystopia inhabited by polar bears,” Knapp said. “So we had to take a look at what things it had to offer that conveyed warmth.”

Eventually they focused in on the country’s mix of folk art and high culture as well as its unique food culture.

Uniqueness is often a way to gain relevancy.

In the case of Ireland, Pauen focused in on the tax breaks the country gives to creative professions and artists to bill the country as a destination for those looking for culture and an interesting art scene.

The one thing the team cautioned branders to be wary of is promising unrealistic experiences.

“It is no good to invest in a campaign or a slogan if you will not be able to deliver on that promise,” Knapp said.

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