Samenvatting

The theme of this graduation assignment is destination branding. The main goal of destination branding is to emphasize the unique image of a destination, which then differentiates it from competitors (Hanzaee & Saeedi, 2011, p.13). The Bratislava Tourist Board – largest in campaigning the city brand – has taken on this challenge for the capital of Slovakia. In 2009 they have distinguished the need to focus on specific target markets which show potential in increasing inwards tourism. One of these target markets defined are the Netherlands. Within this market, generation Y is the target segment campaigns should focus on (International Relations Brochure, 2009). From this segment I have derived by target audience – Dutch students aged 18 to 25 years old – and set up research on how to best communicate the brand that is campaigned by the city to this group. A survey conducted has proved a low level of brand knowledge amongst the target audience. In order to analyze how the brand could appeal more to this group, I have performed an experiment. This experiment has been designed based on previous studies in the field of destination and city branding. The variable manipulated is the awareness of the Bratislava campaign, and there is pre-test and post-test comparison. First, the associations the target group has with their ideal destination have been defined. These have been compared to those associations the target group have with Bratislava (as presented through the brand). Results show that the most important missing associations with the brand are young travelers, affordable accommodation, an entertaining surrounding and good value for money. Knowing this, it can be said that improvements must be made in the brand knowledge and image, in order to successfully campaign the brand to this specific audience. This can be done by creating and image of the desired associations through media channels. Appropriate media for this have been identified through questionnaires, from which I can conclude print and online media are most compatible in regard to the communication objective and target audience. Social media shows great potential for connecting the audience with the brand and so with the city, and through improved perspectives promoted by magazines, brochures, blogs and Facebook, Bratislava can increase favored associations. For example, by promoting more (youth) hostels through the campaign, associations are more likely to be made with both affordable accommodation and young travelers. Especially since the first survey conducted indicated that the target group associates Bratislava – without assessing the brand – with being affordable, focus should be put on getting this through in the brand. More conclusions have been drawn on which advice is given throughout this report, all aiming to improve the brand image and associations made, resulting into more favorability towards the city Bratislava