As the travel and tourism sector continues to rebound and evolve, place marketers are stepping up in bold new ways. At Hart, we’re rethinking what destination storytelling looks like – especially after recently joining leaders at City Nation Place Americas in beautiful Ottawa, Ontario, where global place branding professionals explored how destinations can remain relevant, competitive and community-first.
- Start With Pride: Building the Internal Brand First
One of the most important (and often overlooked) themes from City Nation Place is this: your brand begins at home. Before a destination can credibly position itself outwardly, it must foster internal pride and alignment. That means engaging residents, businesses, civic employees and brand stewards from the ground up.
We’ve seen this firsthand across place marketing clients and emphasized it in our Flywheel Effect whitepaper. When employee experience (EX), customer experience (CX) and brand experience (BX) are aligned, they fuel each other, driving trust, advocacy and momentum from within. Hart works directly with stakeholders to facilitate this alignment and equip internal teams with the tools, messaging and engagement strategies they need to become passionate brand ambassadors.
- Be Who You Are: Authenticity Is the Advantage
Too often, destinations chase trends or try to be all things to all people. But the strongest place brands lean into what makes them naturally special: culture, character, quirks and community spirit. At CNP, we were reminded: your best asset is what already exists.
That’s why Hart helps destinations clarify their authentic value proposition by asking: What does the world need? and What are you uniquely positioned to give? It’s a powerful, sustainable shift – from opportunistic messaging to purpose-driven marketing. And it’s the foundation for a brand that lasts.
- From Collective Storytelling to Meaningful Differentiation
Strong place brands are co-created. City Nation Place emphasized the need for inclusive narratives that engage residents and stakeholders in the brand’s evolution. Our recent blog, “What’s Next for Travel?”, explored how travelers are seeking experiences that are not only memorable but meaningful, and how destinations must clearly communicate why they matter.
Hart supports this process through collaborative workshops, brand discovery and message development sessions that ensure every voice is heard – and the final story rings true. Our creative team brings it to life through compelling campaigns, videos, websites and content series that connect deeply with both visitors and locals.
- Shift From Awareness to Advocacy
The goal of tourism marketing isn’t just attention – it’s affection. Destinations must move from driving awareness to building long-term advocacy. That means creating experiences that inspire people to return, share and contribute. By starting internally and reinforcing outwardly, destinations can create brand champions at every level – from frontline staff and residents to repeat travelers and business investors.
Hart helps destinations move from passive awareness to passionate advocacy by combining smart audience strategy with emotionally resonant storytelling and precision-targeted media. Our in-house creative team develops experience-driven campaigns that invite connection, not just attention, turning internal and external stakeholders into true brand advocates. The result: deeper engagement, stronger loyalty and lasting brand momentum.
- Smarter Strategy for a Noisier World
In today’s crowded and chaotic environment, standing out takes more than a clever slogan or stunning ad. It takes strategic clarity, performance-driven creative and relentless relevance.
Hart’s full-service capabilities – brand strategy, media buying, paid social, content creation, video and analytics – ensure your destination doesn’t just compete, but connects. Check out how we recently did that (and won a National ADDY!) for travel brand Metropolitan Washington Airports Authority.
In a World Craving Belonging, Community Is the Opportunity
Amid a world of uncertainty and perceived instability, there’s one clear opportunity for every place brand: build community. People want to feel they belong. They want to be proud of where they spend their time, whether they live there, visit once or return year after year.
City Nation Place reinforced what we’ve long believed: the future of travel marketing isn’t just about attractions or awareness. It’s about identity, inclusivity and impact. It’s about giving people a place to believe in and feel part of.
Hart brings together transformative brand-building, targeted media strategy and authentic, world-class storytelling through our in-house creative services. We help destinations align internal pride with external promise, and create campaigns that are as powerful as the places they represent.
Ready to build your brand’s momentum, meaning and magic – together?