The Brand Benefits of Places Like the Guinness Storehouse
Harvard Business Review
OCTOBER 20, 2015
Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. Unlike interruptive marketing, people choose to visit and pay to experience a brand home. The New Tools of Marketing. The principles of destination storytelling.