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Travel and tourism companies: Global brands

Companies in the travel and tourism sector are often obliged to market themselves internationally, and consequently to compete for consumer atttention with the largest multinational corporations, even though their advertising budgets are generally far smaller. Given this dilemma, the author questions the wisdom of using the same global advertising agencies adn practices as these ‘superbrands’. Chosen carefully, a smaller international resource can achieve results which are equally creative and equally sensitive to the cultures of the company’s overseas consumers, and free up more budget for increased media spend.

Key Words: brand building • global • network • cerativity • translation • product parity • target culture

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