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Celia Vincent

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From Locales to Locals: How Tourism Marketing Must Shift Focus to the People Behind the Destination

Posted by Celia Vincent on May 22, 2019 11:00:09 AM

If you’re a communications professional in India, chances are you know what a typical Kerala Tourism ad campaign looks like. Supremely crafted, with raw natural beauty captured in breathtaking panoramas or striking close-ups. Usually celebrated for their sheer artistry and sometimes mocked for completely overlooking the authentic flavour of Kerala. But when #HumanbyNature, Kerala Tourism’s first global ad film in 9 years, was released barely a year after the floods that brought the state to its knees and its people standing shoulder to shoulder with each other, something was different.

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Topics: tourism marketing, countries, destination marketing

The Best A Brand Can Be - Gillette's Close Shave With Cause Marketing & Brand Purpose

Posted by Celia Vincent on Mar 27, 2019 10:39:46 AM

Gone are the days when marketing communication was about pitching strategically thought out product benefits in witty consumer-speak and well-crafted visuals. I can hear marketers breathe a collective sigh of relief at its demise. Because, clearly, its replacement, the cause marketing campaign is an easier beast to tame, right?

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Topics: brand purpose, brand vision, cause marketing

The Subtle Art Of Honest Marketing - A Few Lessons From Irvins Salted Egg & DER SPIEGEL

Posted by Celia Vincent on Jan 30, 2019 11:54:15 AM

The year began with a spot of drama. Everyone’s favorite Irvins Salted Egg Chips had committed a boo-boo: a dead lizard was found in a packet of their fish skin snack packet.

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Topics: branding, online reputation management, brands, honest marketing

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