Analysing the relationship between innovation and destination branding : Malta and Singapore : a case study

Abstract

This study is concerned with examining the level of innovation within destination branding campaigns. It studies, in detail, both the process that marketers go through when designing the destination branding and the outcome of this process, specifically analysing the level of innovation within the promotional material of the branding campaign. This study draws on the cases of Malta and Singapore to examine this relationship. Specifically, the study focuses on Malta's process of destination branding at Malta Tourism Authority by interviewing two employees at MTA and the promotional material produced as part of their most recent branding exercise. It also examines Singapore's promotional material, produced by the Singapore Tourism Board surrounding their most recent branding exercise. This study compares and contrasts these two countries' destination branding and the level of innovation found within their branding exercises; and suggests recommendations based on these comparisons. In order to effectively measure the level of innovation and the role innovation played within the destination branding, an innovation index was drawn up based on extensive literature relating to innovation within branding. This innovation index can be used to study the role of innovation in all branding campaigns, not only destination branding. Furthermore, it can be used as a referral for companies who want to design more innovative promotional material and also emphasises innovation as a concept when designing the brand. The main conclusion of this study, drawing on the two cases being analysed, was that while both countries lacked a specific emphasis on innovation, specifically within the promotional material, Singapore was the country with the highest level of innovation within its promotional material. Recommendations were given as to how Malta can benefit from certain innovative strategies used by Singapore. Moreover, the importance of the innovation index became pivotal as both countries could have gained significant competitive advantage through the use of this index, should they have been made aware of this index before designing the process of their destination branding and their respective promotional material.