I know I’ve said this before and I am probably beginning to sound like a broken record but advertising agencies do advertising.
And advertising is a tactical initiative driven, on the whole by creativity. Using advertising across one or more channels is a series of tactical initiatives known as a campaign. It is not a brand strategy.
If you want to build a brand, you are not, unless you have extremely deep pockets and are very very lucky, going to do it with advertising alone. This is especially true in the destination branding sector. What is required is a comprehensive, integrated brand strategy that acts as the blueprint that drives multiple interanl and external initiatives, including the very important creative elements developed by advertising agencies and not the other way around.
Bill Baker, author of Destination Branding for Small Cities available here, has written a timely, concise and easy to read set of guidelines for any city or destination that is ready to develop a brand strategy.
The article is here dont_hire_painter-1
I strongly recommend any destination, and for that matter, any company read this article to understand what they need to do before wasting valuable resources on tactical initiatives that will only add to the noise.