Thursday June 15, 2017
Registration & networking
Introduction to the day: whistle stop tour of trends in international place brand strategy
Opening Keynote:“The Story of the new New York”
The bold, ambitious future of the world’s most famous place brand.
From nations to neighborhoods: the role of the nation brand
Policy & place identity
Understanding the impact of policy on international perceptions
A case study of crisis management: when policy creates a backlash
Refreshments & Networking
The Mayors’ Perspective: How politicians should be engaged in the place making and place branding process
- Hear from the place leaders actively promoting tourism, marketing and economic development in their cities.
- What role should elected place leaders take in the place branding process?
The Role of Key Industry within Place Brands
Connecting your place brand with key industry sectors to attract talent and tourism and drive economic competitiveness.
Lunch & Networking
What Success Looks Like... And How to Manage It
From overrun local restaurants to strained public transit, the problem of too many tourists is a fast-growing challenge faced by cities and destinations all over the world. Frans Van Der Avert, CEO, Amsterdam Marketing reveals his iconic city’s globally lauded plan to listen to local stakeholders while sharing the city’s good visitors fortune with the rest of the country.
The Millennial Mindset
Millennials have been identified as a key audience for talent attraction, tourism and economic development. But what defines the millennials’ sense of place? What makes your city, state or nation attractive as a place to live, work and play? Learn from new research into this elusive audience and from the experience of others.
Bottom up branding: engaging citizens in the place branding process and creating place brand ambassadors
This session presents different approaches to citizen engagement. Jeannette Hanna will share examples from around the world which demonstrate innovative ways to engage citizens in the place branding process. Dan Parham will show how tech can bring people together in place building and place branding, with real case study examples. Learn also from Edmonton, where an award-winning approach to involving citizens led to a new place brand identity which has delivered immediate economic benefits, and from Colorado, where the tourism strategy has been formulated in close consultation with the citizens.
Neighborhood Development: Models for Success In Revitalizing Local Brands
How can you best leverage business improvement, creative innovation, and historic districts in your place branding and marketing strategy? How can the relationship between tourism and citizen and urban patterns be managed more successfully through the effective development of neighborhood attractions?
Six practical ways DMOS and EDOS can work together
Destination marketing organizations and economic development organizations are both in the business of marketing a place. The decisions that they aim to influence may differ, but when you get right down to it, the two organizations have near-identical end goals of job creation and economic development. Whether you are working within a DMO or anEDO, or responsible for both, this session will look at how to deliver a more effective collaborative approach. The interactive“fishbowl format” of this session will enable you to learn from the lead speakers and the experience of other delegates.
Refreshments & Networking
Telling the story of your place in the digital age
We are the digital generation of marketers – but keeping up with communication channel options and working out how best to engage others to help you tell your story is a constant challenge. This session will focus specifically on how social and digital media can be harnessed to tell the story of your place and ask how much you can let go of your brand in the digital world, and how much you can control it.
Closing keynote: The New Urban Crisis
Closing drinks reception & networkingHosted by NYC & Company
Download agenda PDf
2017 Key Takeaways
The key takeaways from 2017
Take a look at who attended
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