Book, buy & boast … the power of brands

May 13, 2011 - Amanda

advert for Chelsea Flower Show

At this time of year, I say “Chelsea” and you think …

OK, I know some of you will be thinking football. But for many, it’ll be the RHS Chelsea Flower Show.

Traditionally the start of “the Season”, Chelsea has the sort of brand awareness and values that make people plan their trip months ahead – and then use their intention-to-go as a status symbol.

You could call it the “book, buy and boast” effect of a powerful brand.

Festivals and events need to build a powerful brand, because so often the details of their programmes and who’s appearing aren’t finalised until a few weeks before. They’re depending on people trusting their brand enough to put dates in diaries and arrange trips months before. It’s the brand that reassures them that it’ll be worth going, whatever or whoever is on.

For an arts festival such as Brighton’s – the largest in England and now in full swing, by the way – it’s the brand that reassures visitors it’ll be worth booking a short break here for a few days in May.

And the trustworthy brand can even play a part in persuading we locals that it’ll be worth booking up for some new names, and some of the quirkier, more experimental elements too.

1 Comment

  1. David

    May 16, 2011 at 1:58 pm

    Some of us think the Malvern Spring Show (just past – and featured on last week’s BBC Gardening World) is the start of “The Season”!

Leave a Reply

Your email address will not be published.


Latest Tweets

"Hipstorical" places - a new angle on authenticity in heritage tourism? Interesting piece
18 October 2017

Yes! @TUIGroup's Destination You suggests a brave new world of tightly targeted #destinationmarketing #possibilities
18 October 2017

Thank you - great to have your input!
18 October 2017

We had smells, tastes, sounds, textures & colours ... #stories #workshop #1066Country
18 October 2017

Last few linger on roof terrace of beautiful De La Warr Pavilion @dlwp after our creative stories workshop for #1066
16 October 2017

See bluesailviews on Twitter