Episode 7: Bill Baker – On Relevance, Strategy & the Human Touch

Episode 7: Bill Baker – On Relevance, Strategy & the Human Touch
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Bill Baker's career in travel and tourism started with a domestic airline in Sydney, Australia over 40 years ago. After this first taste of a career in tourism, Bill moved to Australia's Hunter Valley, where his career in destination marketing really began. In those days, Hunter Valley had just ten wineries, one restaurant and no lodging. Today it’s one of the most famous wine tourism destinations in the world, with over 200 wineries, and dozens of hotels, resorts and restaurants.  Later Bill joined the Australian Tourist Commission and moved to New York where his team launched the very successful “Slip a Shrimp on the Barbie” campaign. Then later he moved to Los Angeles; Frankfurt, Germany; and London. During his journey around the world, he continued to develop and refine new approaches to branding and marketing destinations. Bill established Total Destination Marketing in 1994 in Australia, and began adapting what he had learned to benefit the marketing of cities and regions. He moved to the U.St. State of Oregon in 2000, where his focus has continued on the marketing and branding of small cities. His book, Destination Branding for Small Cities, has been a best seller in its category for over a decade. Last year, Bill worked in five countries and was the keynote speaker at the Inaugural  International Place Branding Association conference in London. Bill's destination marketing expertise is known around the world. In this episode, we speak with him to hear his take about place branding and food and beverage tourism.  Learn more about Bill here.

In this episode you'll learn:

  1. How to coalesce a smaller community around its food and beverage assets
  2. What you need to watch to ensure that you always stay relevant
    How and why you need to share the story of a place in order to sell it
  3. How brand promise affects food traveler expectations - for better or worse
  4. How to create a win-win-win among local residents, destination marketers/governments and visitors
  5. Why politicians need to perform a cost-benefit analysis before interfering with destination marketing budgets
  6. Why human interaction is essential to a successful food or beverage visitor experience

Discussed in this episode:
Destination Branding for Small Cities (book on Amazon)
New toolkit for Successful Destination & Community Branding (series of article downloads)