Day 1 | Day 2 | Day 3

Day One: Wednesday 16 May 2018

*Please note that this agenda will be subject to revision as speakers are confirmed

  • 14:00

    Welcome

    Clare Dewhirst, Director, City Nation Place
    & TBC, Lee Kuan Yew School of Public Policy

  • 14:20

    The true potential of place branding: past, present & future

    • Defining place branding vs place marketing
    • Examples of place brand strategies that are delivering tangible benefits for tourism, talent attraction and economic development in different parts of the world
    • A glimpse of the future of place branding and the evolution towards Digital Identity
  • 14:50

    Keynote - Brand Singapore: The Road to "Passion Made Possible"

    • How Singapore's destination brand has evolved over the years  
    • Some of the key shifts that Singapore has taken in its branding approach   
    • What we can expect from the next chapter of Singapore's brand story
  • 15:20

    Refreshments

  • 15:50

    CASE STUDY: NEW ZEALAND

    Delivering an authentic place brand position for sustainable prosperity and long term  economic success

    • Why digging deep into what the country actually stands for is an essential first step
    • The role of the nation/place brand leader and reputation programme in the delivery of long term success
    • New Zealand's nation brand story: lessons learned, what's still missing and vision for the future
  • 16:15

    INTERNATIONAL CASE STUDY - OSLO

    Place branding for global competitive advantage

    • LEARN FROM THE PLACE BRAND OF THE YEAR, 2016
    • Why and how Oslo decided to build its identity and find its own voice - developing and demonstrating the city's values through appropriate aligned actions
    • Understanding the relationship between nation, region and city brands
    • Successfully organising diverse stakeholders and collective efforts around a common purpose
    • Measuring impact to secure continuing support and investment
    Oyvind Satvedt
    Oyvind Satvedt
    Managing Director, Oslo Region Alliance
  • 16:40

    Q&A

  • 16:45

    Preview of Day Two conference

  • 17:00

    Close of Day One conference

  • Welcome reception

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