1. Commission to Study Gaming in NH Branding Overview

4. What is a Brand? it’s what people say, feel, and think about your product, service or company

5. A trademark A mission statement A logo or slogan A product or service Advertising A brand is not... Source: 60 Minute Brand Strategist

6. logo slogan advertisement typeface color pallette What are brand marketing messages? Source: 60 Minute Brand Strategist

7. 2009 Top Global Brands Source: Businessweek.com

8. The Branding Process: 3D’s Messaging Promise & Experience Strengths & Weaknesses BRAND STRATEGY Category & Position Market Customers Personal Interactions Products & Services Social Media Print Materials PR & Events Advertising BRAND EXPERIENCE Monitoring & Measurement BRAND IDENTITY/ MANAGEMENT Name Logo Training & Adoption Design Systems Tagline Personality Assets Strategy DISCOVER DESIGN DELIVER

9. Case Study: Boost

10. NH Tourism Brand

11. Brand Development Issues What are the experiences which CONSUMERS associate with our state? What are the rational and emotional responses of CONSUMERS who have visited our state to experiences they had here? What are the rational and emotional responses of CONSUMERS who have NOT visited our state? Are the responses of CONSUMERS who represent the most profitable visitors to our state? What are the differences in rational and emotional responses of CONSUMERS who represent the most profitable visitors to our state, and CONSUMERS who represent less profitable visitors to our state?

12. What Your Brand Is... A promise - or set of expectations - that is shared by a majority of your targeted visitors and the spectrum of your corporate culture. Source: 2003, Gilstrap Study “Potential for Tourism”

13. Brand Marketing Messages The representations that help communicate the dimensions of your brand logo slogan images design elements color palette Communicate personality, style, and often “promise”

14. NH Tourism Brand The Division of Travel & Tourism is the steward of the New Hampshire tourism brand

15. Brand Research New Hampshire’s brand is a collection of features, feelings, and experiences of people who visit: Scenery/natural beauty Easy access to mountains Parks and forests Family-oriented activities and attractions Outdoor recreation Lakes/rivers Quaint towns/villages Source: 2003, Gilstrap Study “Potential for Tourism”

16. Brand Research Feelings - rational Valued for time an money High quality accommodations Source: 2003, Gilstrap Study “Potential for Tourism”

17. What Drives NH Tourism? The availability of experiences perceived as unique, and/or authentic Scenic splendors A large variety of outdoor recreation activities Lots of things to do...or not Source: 2003, Gilstrap Study “Potential for Tourism”

18. Lots of Things to Do....or Not The variety and availability of visitor experiences is so large that NHDTTD had to create 10 different activity clusters to accommodate them all

19. What is Gaming? Gaming is an attraction.

20. Impact of Gaming on the Current New Hampshire Tourism Brand? The New Hampshire Tourism Brand transcends a single category of attractions

21. Impact of Gaming on the Current New Hampshire Tourism Brand? Gaming would become one of many experiences available in New Hampshire The larger influence on the current New Hampshire Tourism Brand will be the collective spending of a bigger gaming industry and what “promises” they are making to consumers and...how those promises align with the current New Hampshire Tourism Brand

22. Research Pre-gaming expansion study as baseline data Post-gaming expansion study - 1-2 years after the expansion

23. Thank you!!!