Abstract
At the destination level, destination branding may coexist with climate change communication. These two communication streams often overlap because they are both designed for large audiences. This poses a risk to the effectiveness of climate change communication and its ability to prompt a desired climate action. The viewpoint paper advocates the use of archetypal branding approach to ground and center climate change communication at a destination level while concurrently maintaining the uniqueness of destination branding. Three archetypes of destinations are distinguished: villains, victims, and heroes. Destinations should refrain from actions that would make them appear to be climate change villains. A balanced approach is further warranted when portraying destinations as victims. Lastly, destinations should aim at assuming the heroic archetypes by excelling in climate change mitigation. The basic mechanisms of the archetypal approach to destination branding are discussed alongside a framework that suggests areas for further practical investigation of climate change communication at a destination level.