Day One: Wednesday 16 May 2018
*Please note that this agenda will be subject to revision as speakers are confirmed
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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
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14:50
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15:20
Refreshments
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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
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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
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16:40
Q&A
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16:45
Preview of Day Two conference
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17:00
Close of Day One conference
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Welcome reception
Partners
Confirm cancellation
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Bloom Consulting CEO
Since 2003 Mr. Torres has been advising Countries in the field of Nation Branding and City Branding, working directly with heads of state, directors of National Tourism Organizations and Investment Promotion Agencies.
His clients include Countries, Regions and Cities such as Australia, Costa Rica, Israel, Jamaica, Poland, Sweden, Stockholm and many others spread across all five continents.
Mr. Torres collaborates directly with the World Economic Forum in the matters of Nation Branding and is a guest speaker in some of the most prestigious universities in USA and Europe, such as HARVARD, the London Business School, Stockholm School of Economics and many others, being interviewed by The Economist, BBC, Guardian and CNN.
Since 2011 his company performs a global research project called the Bloom Consulting Country Brand Ranking and most recently the Digital Country Index and the Digital City Index
As Assistant Chief Executive (Marketing Group) of the Singapore Tourism Board, Ms Lynette Pang is responsible for building the Singapore destination brand globally and helms the international marketing efforts, driving the consumer-centric and yield-driven approach to marketing.
Her role as ACE Marketing gives her responsibility for brand strategy and global campaigns, corporate and consumer communications, marketing partnerships, digital and content, industry marketing, agency management and marketing capability development.
In her previous role as Executive Director, Arts & Entertainment, Lynette w as responsible for the strategic development of the Arts and Entertainment sectors for tourism contribution.
She also held a concurrent position as Executive Director, F1 &Sports, overseeing the growth of sports tourism. Lynette had also managed the Enrichment (Healthcare and Education) portfolio in STB previously.
Before joining STB, Lynette was General Manager at leading theatre company,Singapore Repertory Theatre and held marketing leadership positions at Yahoo! Asia and at film distributor, Warner Bros. Theatrical.
She started her marketing career at Saatchi & Saatchi Advertising where she worked on the Singapore Tourism Board account. Lynette graduated from the National University of Singapore with a Bachelor of Artsin English Literature and Sociology and completed an Honours in EnglishLiterature. She serves on the Board of Directors for the Singapore International Film Festival and Arts House Limited.
Rebecca is the former Director of The New Zealand Story. Over a transformative seven-year period, Rebecca shaped and enhancing the country's international brand, fostering global recognition, fuelling export success.
The NZ Story nation brand programme yielded remarkable outcomes, with over 60% of exporters actively engaged and a consistent upward trajectory in key perception indices, culminating in record-breaking results during the 2020/21 period
Rebecca is an experienced leader in global brand strategy, reputation management, marketing, and communications propelling significant brands to achieve global and domestic recognition, driving commercial growth. Rebecca has held pivotal roles such as Director of Brand Reputation & Communications at Fonterra Dairy Co-Op, CEO at Apprentice Training NZ, and Chair of Wools of New Zealand along with executive leadership roles in the banking, telecommunications, tech and manufacturing sectors.