We would like to invite you to continue a survey you have started. ...

Do you trust your insurer ?

Strongly agree
Strongly disagree
Insurance provides peace of mind
Insurance is purchased only when compulsory
Terms and Conditions (small print) are clear and easily accessible
Insurance jargon (language) stands in the way of fully understanding each policy
Insurance companies try their best to uphold the details of the policy without cutting corners
Reducing risk, cutting costs and profits are more important to an insurance company than the customer
Insurance companies in the region are as professional as in other more developed markets
Age group
Do you feel your insurance provider works in your interest?
Have you had a rejected claim that you feel was not justified?
Do you trust your insurance provider?
Our Network

Register for our free newsletter

Latest News

Destination unknown, Part I

Destination unknown, Part I

It is essential to find a unique selling point to market a destination, Ken Kelling, communications director for Visit London, tells Communicate magazine, Part I.


January 6, 2010 1:49 by

I think all destinations when they’re looking at their marketing strategies will try to find one or two things that they think sums then up or is the USP or provides some way of distinguishing them. How are you really, distinctly different? Because if everybody is talking about golf, everyone is talking about spas, everyone is talking about luxury, after a while these things can all blend into one. The challenge is really how are you making yourselves unique in an area where a lot of people might be saying the same thing.

What’s the ultimate goal of destination marketing? Is it just altering people’s perceptions, or is it about driving visitor numbers?

It’s all about economic benefit. Our campaigns are measured on the amount of economic benefit that we managed to bring into the city as a result of those campaigns. So we’re measured quite strictly on asking people who’ve come into contact with the visit London campaign. We then have to survey people and say, “Did you come to London, how much did you spend?” and so on, and we calculate the economic benefit from that. We have quite a rigorous way of working out our return on investment.

Pages: 1 2 3


Tags: , , , ,

Leave a Comment