In creating a ‘Metabrand’ one looks at the holistic picture of a country or region. That is to say when ‘metabranding’ a country or destination, it is not only about differentiation but also about providing real tangible support for all key sectors of the economy which, these days, are increasingly interrelated.

In this respect branding a tourist destination becomes an integral part of creating a brand for a country. Says Mr. Cromwell, “even in developed countries, there are many dangers to consider in branding a destination. First among these is that the experience of visitors outside the destination can spoil the visit itself. Poor infrastructure, surly officials or petty deceptions practiced by taxi drivers or shop keepers can ruin any positive experiences at the destination. The best strategy to limit these risks is metabranding, that is to recognize that any destination is part of a bigger reality and part of a world in which the unexpected can and does happen. Metabranding does not replace destination branding and marketing, but creates a safety net around them by providing a context for the destination - for countries that do have a lot of problems surrounding their destinations, the branding process can help identify and deal with them. A well developed Greece Metabrand would show, for example, the country to be stable and modern and with a diverse economy, great strategic location and capable people. Marketing Thessalonki as part of that metabrand would protect it against any of the possible dangers mentioned above.”

Thomas Cromwell, is the President of East West Communications and one of the world’s leading experts on nation branding. In 2005, the WTO Press and Information Department invited him and East West to serve as nation branding consultants. He has traveled to over 110 countries and worked with many governments on their branding and communications needs, including the preparation of country reports for The Washington Post, The Washington Times and other media. Countries he has worked with include Greece, Egypt, Kazakhstan, Ukraine, Fiji, Peru, Liechtenstein, Singapore and Zambia. He has written hundreds of articles on international affairs and is the Managing Editor of DiplomaticTraffic.com.

He is currently working on a book about metabranding and how it can benefit countries. He has also been a key figure in the development of Global Business Gateways, an Internet-based tool to help countries promote their exports, inbound investment and tourism.

The Philoxenia Destination Marketing Workshop is a one-day seminar held on Nov. 15, 2006, as a parallel event of the Philoxenia expo in Thessaloniki.

Other prominent speakers ill cover the following subjects:

• e-Marketing of Destinations



• Quality Issues in developing destinations



• Public Private Partnerships (PPPs)



• Setting up efficient DMOs / CVBs



• Case study on a greek town

The Workshop Chair will be taken by Dr. Aris Ikkos, General Manager of JBR Hellas, consultants specialising in tourism, and member of the prestigious International Society of Hospitality Consultants (ISHC).
For continuously updated information, visit the workshop pages: www.jbrhellas.com/dmw and http://www.traveldailynews.com/makeof.asp?central_id=1216&permanent_id=27