Duane Knapp, an internationally known writer and speaker - The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company - held the attention of tourism movers and shakers at the Radisson Aruba Resort & Casino, Grand Caribbean Ballroom when he discussed Building Genuine Brands in the presence of members of parliament and the Minister of Tourism.
The morning was opened by Scott Wiggins, the island's marketing guru and Jorge Pesquera, the CEO of the Aruba Hotel & Tourism Association. The group got down to business when Knapp launched a dialogue regarding the island's tourism product. What will you say, he asked, when your stakeholders ask: what's our destination's promise? Leading destinations, he added are using brand power to maximize the number of visitors and tourism dollars generated. Successful destinations need to be perceived as distinctive and make a promise to their visitors that delivers emotional and functional benefits.
Also featured as a speaker Paul Gilberto of the island's advertising company Fitzgerald & Co who talked about Aruba's destination experience as communicated in the media, being rejuvenating, inviting and unmatched.
He shared with the audience the efforts made by his company to create distinction for Aruba in the mind of consumers and potential travelers.
Breakfast was sponsored by the Radisson Aruba Resort & Casino Food & Beverage team. General Manager Jeff Lesker reports the speaker series are designed to educate AHATA members and invest meaning and give extra value to his presidency as the head of the AHATA board.
