Introduction
Destination Cape Breton is located in Cape Breton, an island at the Atlantic coast of North America, which is part of the Province of Nova Scotia, Canada. The island covers 18.7% of the entire area of Nova Scotia (Brown & Geddes, 2007).
Apart from destination Cape Breton, the island has several other destinations, including Sydney, New Waterford, and St. Peters, among others. During my stay at Cape Breton, I have visited Destination Cape Breton and the Port of Sydney. I have had many experiences, such as adventure in the Port of Sydney, and that has been my favorite place in my entire stay period in Cape Breton. I also enjoy outdoor adventures that exposed me to the intense beauty of the island. I took a tour around the island, both on land and sea. The beauty of the island is so intense that I was forced to be subjective in my judgment that whoever visits the island never wishes to go back home.
I came to Cape Breton in 2009, aged 18, to study for my undergraduate degree. The picture was taken on a summer afternoon in 2013 when I was taking lunch with a few of my friends. Due to the fact that I come from the Middle East, I experienced many new things when I came to Cape Breton. This paper aims at discussing several aspects of Cape Breton, especially with regard to the photo taken in the summer of 2013. It draws on marketing approaches.
An overview of the Port of Sydney (Sydney Harbor) in Destination Cape Breton, which was one of my favorite photos taken during the summer. Indeed, “My Heart Will Never Leave”.
Body
The photo above was taken at the Destination Cape Breton at the Port of Sydney (Sydney Harbor). I took the photo among many other photos about two months ago during the summer on the island. Destination Cape Breton has a brand “Your heart will never leave”, which amused me the first day of my stay in Cape Breton. I enjoy each moment that I spend on the island, but what catches my mind most is the Port of Sydney from where I took the beautiful photo. Every time I look at the photo, I cannot help myself going back to the island and marvel at the beauty of the destination. I must admit that I took several photos, but this stood out.
Not only because it was the clearest, but due to the beauty of the Port of Sydney in the Destination Cape Breton. I believe that anybody seeing this photo will be tempted to visit a unique place. When I arrived home at the end of the year, I called all my family members together and shared my experience with them. They were not so amused at first, owing to my poor storytelling abilities, but after they saw this photo, they all want to visit Destination Cape Breton the following summer. I am so happy about this because I will have another chance of taking more photos, without forgetting the privilege of being my family’s tour guide.
The tagline for my photo was facilitated by my feelings about the image. I like the photo and I cannot express my feelings sufficiently. Apart from my emotions on the same, the brand of the destination Cape Breton also influenced my tagline. The first time I saw the brand, I was so amused, I could not think about anything else. Anybody looking at the photo would imagine that I got the tagline from the brand of the destination, but to me, this is exactly how I feel about the place and the photo. I love sea life and water in general, and the Port of Sydney quenched my thirst.
The photo can be used by Destination Cape Breton to attract customers, especially the beach market (Brown & Geddes, 2007). The photo would appeal to anyone who is interested in beach vacations as opposed to those who prefer other types of vacations, such as ski, golf, or even cities. Destination Cape Breton should, therefore, use photos like the one above to get customers who prefer beach vacations to the other types.
When advertising using this photo, the destination should be specific that it is doing this for the beach market and nobody else. By doing this it will get more beach lovers looking at the photo and this may mean potential customers. The blue waters would attract even those people who are not into beach life. The photo itself is beautiful and not anyone with a good imagination looking at it will stop fantasizing about this beautiful place in North America (Lavengood, 2008).
A brand is important for every company to attract customers as it helps one to have expectations of what is ahead. Clients are satisfied with services if they get what they expect as suggested by brands. In the context of the destination, the brand will be important since it will be pushing the organization to meet customers’ expectations for what is stated in the brand. The push will automatically bring about positive change, which will mean the growth of the destination in terms of customer numbers.
Destination Cape Breton has a beautiful and effective brand. The brand is the first thing I noticed when I arrived at the destination, and it stuck in my mind. It is precise and clear. Therefore, everyone can get the literal meaning at a glance, though the full meaning comes as an epiphany when a vacation is over. I left the place unwillingly, feeling satisfied with the services. From the experience, simple as the brand is, I believe that the trade name is effective because it delivered what I expected. I was so curious at first, and in the end, I had gotten the answers to my questions about the brand as if I was experiencing an epiphany of some sort.
Destination Cape Breton, however, needs to be more aggressive in its online, digital, and social media presence. The world has gone digital, and many people get literary everything from the internet. By focusing more on the internet, Destination Cape Breton will increase the number of tourists visiting it. It should, however, do this in a very organized manner. For example, any search on the internet about destinations should result in Destination Cape Breton.
Many people would have a chance to learn about the destination and, perhaps, plan a visit. Apart from growing the market, online advertising is also cost-effective. One only needs the internet to post an advertisement for free. Destination Cape Breton should, therefore, employ this method to do online marketing. Apart from online marketing, the company should also be able to sell its services online. People, for instance, should be able to book and reserve accommodation from their homes or even a month before the vacation to ensure maximum luxury. It will also require a person or two to maintain an online marketing platform, reducing the number of employees.
The other thing I would recommend to Destination Cape Breton is to ensure that adverts it posts are short and clear. The management should also focus on using attractive photos, such as the above one with good captions to attract people. People do not like long and boring adverts, and a good number will tend to avoid such (Brown, 2010). Just like its brand, the destination should make short and clear adverts that are very creative.
Conclusion
To conclude, it is clear that there are several good and unique destinations that are hidden from prospective customers. Destination Cape Breton is one of the destinations. In fact, its level of popularity does not much it. Many people may not have heard about this destination, but this does not make it of less quality. This management of the tourist center should try as much as possible to reach people all over the world, to increase its customers, hence, widening the market.
The destination could do this so easily by the use of online, digital, and social media sites since the world is going digital at a very high speed. It should also arrange to have some means of transport that would go directly to the destination to save customers some travel hustles. Finally, the management should ensure that there are an online booking and reservations of different facilities within the facilities.
References
Brown, K. G. (2010). Come on Home: Visiting Friends and Relatives—The Cape Breton Experience. Event Management, 14(4), 309-318.
Brown, K. G., & Geddes, R. (2007). Resorts, culture, and music: the Cape Breton tourism cluster. Tourism Economics, 13(1), 129-141.
Lavengood, K. E. (2008). Transnational communities through global tourism: Experiencing Celtic culture through music practice on Cape Breton Island, Nova Scotia. New York, NY ProQuest.