Acknowledgements
This handbook was written by Mr Tom Buncle, Yellow Railroad International Destination Consultancy, with valuable input from Ms Mady Keup, CERAM Business School and Associate of Yellow Railroad. The handbook, which forms part of ETC’s ongoing Market Intelligence Programme, was carried out under the supervision of Ms Lisa Davies (ETC) on behalf of ETC’s Market Intelligence Group (MIG) in collaboration with Ms Sandra Carvão from UNWTO’s Market Trends, Competitiveness and Trade in Tourism Services Section. The members of the ETC’s Market Intelligence Committee who contributed to this handbook were: Mr Leslie Vella, (Chairman MIG and Malta Tourism Authority), Ms Lisa Davies (ETC Executive Unit), Mr John Kester and Ms Sandra Carvão (UNWTO), Ms Carla Aguirre (VisitSweden), Ms Gaëlle Berréhouc (Atout France/Agence de Développement Touristique de la France), Ms Ylva Björnberg (VisitSweden), Mr Christian Brandt (VisitDenmark), Mr David Edwards (VisitBritain), Ms Belen Gonzalez (Turespaña), Mr Brian Maher (Fáilte Ireland), Mr Joachim Scholz (German National Tourist Board), Ms Anna Siemianowska (Polish Tourist Organisation), Ms Judit Sulyok (Hungarian National Tourist Office), Ms Helena Varona (Turismo de Portugal) and Mr Tom Ylkänen (Finnish Tourist Board). Additional input was provided by Ms Małgorzata Nowinska (University of Bedfordshire). We also owe our special thanks to Mr Simon Anholt, author of the Anholt Nation Brands Index and editor of the Journal of Place Branding and Public Diplomacy, for contributing the essay ‘Why National Image Matters’. The handbook would not have been possible without the advice and expert contributions of many branding professionals from around the world. We acknowledge their inputs at the relevant points in the text throughout the book, with our grateful appreciation. We would like to express our particular appreciation to the following branding experts who participated in the International Advisory Panel which reviewed the document for accuracy and practical relevance: •
Mr Roger Pride, Welsh Assembly Government/Visit Wales;
•
Ms Shareen Thude, Namibia Tourism Board;
•
Mr Richard Beere, Tourism Australia;
•
Ms Sue Warren, SNV Netherlands and formerly The New Zealand Way.
Technical input was provided by the following: •
TNS Travel & Tourism (UK) on Measuring Brand Impact;
•
Mr David Reid of becausebrandsmatter.com (UK) on The Brand Wheel and Writing a Creative Brief.
ETC Member For extranet use, only. Do not forward this document outside of ETC extranet. Copyright © ETC and UNWTO, 2009 – All rights reserved.