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Introduction<br />
In October 2012, all <strong>WAIPA</strong><br />
member agencies (termed IPAs<br />
in this report) were asked to<br />
complete the <strong>WAIPA</strong> Survey<br />
of Marketing Activities. 45<br />
agencies responded, from every<br />
region of the world, including<br />
large and small agencies,<br />
national and regional. While<br />
<strong>WAIPA</strong> recognizes national<br />
and regional IPAs, have slightly<br />
different focus, for the purposes<br />
of this survey, their generic<br />
purpose was surveyed.<br />
Marketing is defined as activities<br />
with the purpose of raising<br />
awareness and knowledge of<br />
the nation or region, in order<br />
to increase the probability of<br />
investing in the location.<br />
The questions focussed on<br />
policy, perceptions to be<br />
challenged or re-enforced,<br />
resources, channels of<br />
communication, evolution, and<br />
measuring the impact of return<br />
on investment.<br />
Policy and Perceptions<br />
Most IPAs have a proactive<br />
policy to improve their location<br />
image. The purpose of their<br />
marketing activities is to<br />
improve this image, although<br />
a significant minority have<br />
no proactive policy. They are<br />
reactive to issues of the day.<br />
<strong>WAIPA</strong> <strong>Report</strong> of Activities <strong>2011</strong>-2012<br />
47
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