THE IMPORTANCE OF A CATCHY TOURISM SLOGAN OR TAGLINE

A slogan or tagline is usually a short, striking or memorable phrase used in the world of advertising.  The primary idea is to capture the attention of the audience and create awareness of the product being offered.  Slogans are often written in a catchy order for the consumer to associate the slogan with the product it is representing.  Country slogans and tourism taglines play an important role in promoting destinations.  How can they often say so little yet mean so much?

Below are some tagline examples of countries in the Asia Pacific region.  Most are short and snappy.  Many try to create a need to discover and explore more. A number are simply odd!

 


Australia

‘There’s Nothing Like Australia’

www.tourism.australia.com/en/about/our-campaigns.html


New Zealand

‘100% Pure’

www.newzealand.com/int/


Brunei

‘A Kingdom Of Unexpected Treasures’

www.bruneitourism.travel


Cambodia

‘Kingdom Of Wonder’

www.tourismcambodia.com


China

‘Like Never Before’

www.cnto.org


Hong Kong

‘Discover Hong Kong’

www.discoverhongkong.com/uk/index.jsp


Indonesia

‘Wonderful Indonesia’

www.indonesia.travel/en


Japan

“Endless Discovery’

www.jnto.go.jp/eng/


Korea

‘Imagine Your Korea’

www://english.visitkorea.or.kr/enu/index.kto


Laos

‘Simply Beautiful’

www.tourismlaos.org


Malaysia

‘Truly Asia’

www.malaysia.travel/en/uk


Myanmar

‘Let The Journey Begin’

www.myanmar.travel


Philippines

‘It’s More Fun In The Philippines’

www.itsmorefuninthephilippines.co.uk


Singapore

‘Your Singapore’

www.visitsingapore.com/en/


Taiwan

‘The Heart Of Asia’

https://eng.taiwan.net.tw


Timor Leste

‘Explore The Undiscovered’

www.timorleste.tl


Thailand

‘Amazing Thailand’

www.tourismthailand.org


Vietnam

‘Timeless Charm’

www.vietnamtourism.gov.vn/english/


India

‘Incredible India’

www.incredibleindia.org


Maldives

‘The Sunny Side Of Life’

www.visitmaldives.com


Sri Lanka

‘Wonder Of Asia’

www.srilanka.travel

 


 So what’s needed to create a memorable slogan or tagline? 
  1. Logo. For the greatest results it’s important to pair your slogan or tagline with a strong, meaningful and eye-catching logo.
  2. Simple. Always keep things simple.  Don’t complicate the message.
  3. Fun.  Where possible use humour to draw attention and try to make people smile.
  4. Realistic.  Don’t provide a message that can’t be fulfilled.  It’s no good saying it’s sunny everyday in a destination that has only 20 days of sunshine per annum.
  5. Target Market.  Know your audience and target it accordingly.
  6. Differentiate.  Try and be different.  Highlight what’s unique and don’t copy others.
  7. Catchy. It’s good to have a strap-line or caption that will repeat in peoples mind.

 


Article written by Jonathan Wilkins.  Select Representation is a travel sales & marketing representation company, headquartered in the UK.  Helping to promote destinations, Select Representation is the perfect option for hotels and destination management companies (DMC’s), wishing to expand their business from the UK, Ireland, Belgium, Netherlands, Norway, Denmark, Finland, Sweden and Iceland.  We are very proud to be one of the founding members of  Global Travel Representation Alliance (a worldwide collective of experienced, independent and trustworthy travel sales & marketing representation companies).