With a new joint effort in the period 2021 – 2022, Visit Greenland and the regional DMOs are intensifying their work and cooperation. The main goal of the new branding process is to identify the core DNA of the Greenland brand and map the competitive advantage Greenland has as a destination, and then launching a new restart tourism campaign, targeting and attracting more adventure tourists from core markets. In the first phase focus will be on closer markets like Denmark and other Nordic countries, then when the pandemic allows, the project will target international guests from the rest of Europe and long-haul markets.
The preparation of the campaign is still in the initial phase and will build on a number of workshops held with regional DMOs and stakeholders in the coming months. It is to be launched in 2022 when the world is safer, open and travel has fully resumed. Adventure tourists are characterized in the tourism industry by spending more money locally, care for sustainability, nature, and culture, and are therefore at the core of Visit Greenland’s tourism strategy for the period 2020-2024.
– We are pleased that there is a focus on a coordinated marketing effort and we look forward to collaborating across all regions to contribute to a campaign the whole country can be proud of, says Sarah Woodall, Tourism Manager at Innovation South Greenland.
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“Branding is important because it helps create knowledge about our destination, our products, and our values. It helps potential visitors to distinguish us from other destinations and very important to remember us. A position as “top of mind” will give us a competitive edge when purchase becomes relevant“ explains Susanne Bisgaard, Project Leader, Sermersooq Business.
“As the world is reopening and tourism restarting, there will be fierce competition for attracting potential travelers. Only a coordinated effort with adequate financing can help Greenland get its guests back faster and increase its share in the tourism industry.”
The branding project will be anchored in Greenland’s DNA, regional identity, and improve the current narrative about our destination. This narrative is important and will tap into the pride locals have in their country and create a desire in tourists to visit Greenland and experience it first hand.
Greenland’s new brand DNA will be rolled out in Visit Greenland and in regional marketing. The basic elements of the branding campaign and know-how will be available in a toolbox that all stakeholders can use to promote Greenland as an attractive travel destination. The created toolbox and branding element will make it easier for local operators to sell their products and coordinate their main message about why Greenland is worth traveling to.
With this new joint marketing strategy, there is full focus on ensuring optimal use of resources and on utilizing each other’s competencies. At the same time, the strategy must ensure that the overall branding of Greenland and the marketing of the regions support each other to an even greater degree. More tourists to Greenland would increase the economic potential for entrepreneurs in transport/logistics, the hotel and restaurant industry as well as other tourism-supporting business areas.
Visit Greenland Director Hjörtur Smarason
Email: hjortur@visitgreenland.com,
Mobil/Mobile: +299 27 99 98 / +45 22 80 14 16
