This agenda is still subject to revision. Download the latest version here.
NOMINATE speakers if you have a place branding story or destination marketing case study you would like to share with our audience
Early registration for Breakfast Briefing Attendees Only
Learn from masterful storytelling: find out how National Geographic engages 350m fans through social media (By invitation-only: please apply when registering)Annabelle Canwell
SVP Brand Partnerships, National Geographic
Conference registration & refreshments
Welcome & IntroductionClare Dewhirst
Founder and Director , City Nation Place
A tale of two cities: how a place’s brand underpins its resilience
Two very different cities share insights into how a place's brand can help it to bounce back from political, social, environmental or economic challenges and thrive in the face of adversity.
What does the rise of fake news mean for place branding strategies and what impact should this have on communication strategy? This discussion will explore the intersection between diplomacy, nation/city branding, and fake news, drawing on perspectives from both the private and the public sector.Andreas Sandre
Author of 'Digital Diplomacy: Conversations on Innovation in Foreign Policy,' and Press & Public Affairs Officer, Embassy of Italy in the US
Changing the narrative about your place brand leading up to the anniversary of a natural disaster
Case study: Puerto Rico
- Learning from other place stories to plan your strategy
- Using public relations to change the narrative and celebrate the progress
- Counter-acting sensationalism with authentic truth
CEO, Discover Puerto Rico
City Nation Place Awards Preview
See the highlights of the shortlisted entries in our first two categories - Best Use of Design & Best Citizen Engagement
Stronger together - How we organise to collaborate together
While it’s increasingly recognised that collaborative place branding and marketing is the best way to optimise resources, this joined-up approach between tourism, economic development, trade, foreign affairs, Prime Minister’s or Mayoral office, is not always easy to deliver. How do you get and keep diverse stakeholders on board? How do you collaborate on communications? Who should lead? How do you measure the ROI for each team’s objectives? Our international panel shares their insights and experiences, including lessons learned and pitfalls to avoid.Mihalis Kavaratzis
Associate Professor of Marketing & Board Member, University of Leicester & International Place Branding Association
City Nation Place Awards Preview
See the highlights of the shortlisted entries in our next two categories - Best Use of Social Media & Best Communications Strategy
Delegates choose sessions to dig deeper into the issues that matter to them
Building your brand whilst driving sector specific engagement
During this session, we explore the key principles which can give power to your FDI sector marketing strategy. Learn from practical examples and the latest thinking from investment promotion branding experts.Claus Lønborg
CEO, Copenhagan CapacityLouise Juhl
Director of Marketing & Communications, Copenhagan CapacityJo Simmons
Account Director - Government, LinkedIn
Creating the ideal structure to manage a Nation's Brand: buiding a stakeholder engagement program and defining key performance indicators
- What should be the ideal management structure to manage the Nation brand project
- How to deal with different stakeholders and different agendas
- Establishing and creating the right Metrics, Nation Brand Indicators AND Constructing a Brand Performance Dashboard
- How to ensure the brand strategy transcends government changes
Delegates choose sessions to dig deeper into the issues that matter to them
Structuring your team for success with digital – now and in the future
What Ottawa Tourism learned about the talents and skills of the future place branding team through the execution of their 150-year celebrationsBeverley Carkner
Director of Marketing, Ottawa Tourism
Leveraging the power of Hollywood movies to brand your place
From “Midnight Express” to “Zorba the Greek” – every nation has a movie that they feel uncomfortable with, few have movies to be proud of. In this session, packed with insider tips, learn how to use Hollywood, and film, as a tool to promote your city, nation or place
- Identifying the opportunities and the common pitfalls
- The do’s and don’ts of attaching celebrities to your place brand
- How to create the right connections
- Understanding the budget implications
Delegates choose sessions to dig deeper into the issues that matter to them
Data-driven place branding strategies
- How to implement a more analytical approach to drive your place branding strategy, utilizing traditional research techniques, new approaches and emerging tools
- How to use research and data at your fingertips to guide your vision and measure your progress
- Learn from real examples of place branding in action
Winning the Talent Wars: Five Ways Communities Can Attract Millennials and Gen Z
Details to be confirmed
Plus extra sessions to be confirmed
Including a session hosted by Beautiful Destinations
City Nation Place Awards Preview
See the highlights of the shortlisted entries in our final category - Place Brand Strategy of the Year
Economics and tourism: Ireland's place branding story
- How tourism has fitted into Ireland’s economic agenda as a driver of growth
- Insights into the marketing approaches which have delivered tourism success
- How Ireland is dealing with the challenges and responsibilities that accompany growth in tourism
CEO, Tourism Ireland
If launching a place brand is a skill, maintaining momentum is an art. Two very different places share their experience and explain how they have created a platform that is constantly refreshing but still maintains consistency, keeps delivering results and keeps meeting different objectives.James Wright
CNBC Marketing Media Money
City Nation Place Awards Presentations
The winners are announced in all categories of the City Nation Place Awards 2018
Summing Up & Close
Adriana is Chief Resilience Officer (CRO) for the city of Salvador as part of the 100 Resilient Cities pioneering by Rockefeller Foundation and Director of Resilience for the Municipal Government of Salvador, Brazil. Previously she was Salvador’s Municipal Deputy Secretary foe Economic Development and Employment.
Adriana holds a PhD in Marketing Management from University of Otago in New Zealand, a Master in Management from Federal University of Bahia in Brazil, a Specialization in Economics from University Unifacs in Brazil, and a Law Degree from the Catholic University of Salvador in Brazil. She was a lecturer and researcher in marketing at Cardiff Business School in UK from 2012 to 2015. She has published in international peer reviewed journals such as Journal of Travel Research, Journal of Macromarketing, and Journal of Marketing Management. Her research interests include place marketing and consumer behaviour. She is particularly interested on uses of marketing and branding for economic development and urban regeneration. In 2017 she published an edited book called Handbook on Place Branding and Marketing by Edward Elgar Publishing.
As Chief Executive, Laura is responsible for the leadership, strategy, performance and accountability of the organisation, working closely with the Board and Executive Team.
Prior to joining London & Partners, Laura was Managing Director of the Government & Public Sector Practice at WPP, the world’s largest marketing and communication services business. In that role she advised governments on destination marketing, behaviour change, digital government and citizen engagement. She led a global network of regional teams in Beirut, Brussels, Delhi, Nairobi, Singapore and Sydney.
Laura is author of ‘me.gov: The Next Generation of Digital Public Services.' She taught communications for behaviour change at the Blavatnik School of Government, University of Oxford and the Lee Kuan Yew School of Public Policy, National University of Singapore.
Laura has spent her career at the intersection of public policy and communication. She spent several years as a UK public servant in London and Brussels, and has worked as a journalist in Russia and for an NGO in Germany.
Laura is a Londoner and speaks French and Russian. She is a Governor of an inner-city London primary school. Laura has an undergraduate degree from the University of Oxford and a postgraduate degree from University College London.
Kristina Plavšak Krajnc (1971) graduated in journalism from the Faculty of Social Sciences of the University of Ljubljana in 1994. In 1995, she obtained a Master's degree in international relations at the Central European University, Department for European studies in Prague, Czech Republic. In 1996, she obtained a Master's degree in international relations at the School of Public and International Affairs at Columbia University in New York in the USA.
From 1996 to 2000, she was public relations adviser to the Prime Minister of the Republic of Slovenia. She was active in the preparation and implementation of the communication campaign for the inclusion of Slovenia in the European Union.
From 2000 to 2004, she was Assistant Professor and Researcher at the Faculty of Social Sciences (field of international communication and public diplomacy) and Deputy Editor of the Journal of International Relations and Development (2001-2005).
Between 2004 to 2011 she worked as an External Expert in various UNDP and EU financed projects to strengthen the non-governmental sector, establish civil society networks and strengthen them through communication and educational activities.
From January 2006 to December 2007, she was adviser to the President of the Republic of Slovenia for cooperation with non-governmental organisations. She had the role of coordinator of humanitarian action »World for Darfur« and project for promoting intergenerational cooperation between young people and voluntary work for the elderly »Fruits of Society«.
As Director of the Information Office of the Council of Europe in Slovenia (2008 to 2010), she managed campaigns and communication activities of the Council of Europe and actively participated in the preparation and implementation of the programme of the Slovenian Chairmanship of the Committee of Ministers of the Council of Europe.
From January 2010 to June 2011, she was the Coordinator of the EU financed project to promote children's rights and improve educational practices on this topic.
From 2011 to 2015, she was employed at the Ministry of Culture where she had specific tasks in the field of human rights and was responsible for multilateral and bilateral cooperation in the field of culture.
In 2013 she was invited by the Office of Council of Europe Commissioner for Human rights to assist the communication team for a 6-month period.
Since 1st September 2015 she is Director of the Government Communication Office of the Republic of Slovenia.
Tim Harris is the CEO of Wesgro, the Tourism, Trade and Investment Promotion Agency for Cape Town and the Western Cape. Tim previously served as Member of Parliament and Shadow Minister of Finance for the Democratic Alliance (DA). He holds a BA in English Literature and a Masters in Economics from the University of Cape Town. Tim currently sits on the board of the Cape Town International Convention Centre, the Cape Town Film Studios and BPESA.
As Barcelona City Branding Coordinator, Consol is responsible for the definition of the strategy, planning, implementation and follow-up of the City Branding project within the City Promotion Department of the Barcelona City Council, working closely with all local and metropolitan, public and private stakeholders.
Prior to joining Barcelona City Council, Consol was the Communication and Marketing Director of the Teatre Nacional de Catalunya (Catalonia National Theatre), the public theatre of the Government of Catalonia for 14 years. In that role, she was in charge of a multidisciplinary team of 21 people, responsible for communication, marketing, public relations, rental of spaces, ticket sales and relationship with the public.
Consol has developed her career in the field of public, non-governmental, marketing and communication institutions. He was the founding creator and director for 5 years of the Enriqueta Villavecchia Foundation for children with cancer and was also responsible for advertising and sponsorship of the Turisme de Barcelona Consortium for 3 years.
Consol Vancells is a professional with more than 20 years’ experience in executive and strategic management in the field of branding, corporate communication, and digital marketing.
Expert project manager in online and offline communication projects and in designing client-acquisition and customer-loyalty strategies focused on improving the brand's positioning and its engagement.
Consol was Born in Barcelona and speaks Catalan, Spanish, English and French. She holds a bachelor’s degree in Communication Sciences from the Autonomous University of Barcelona, a graduate degree in Administration and Management from Harvard University and a master’s degree in Social Media, Branding and Strategies from Ramon Llull University – La Salle.
Jessica has been a key part of M&C Saatchi for over 12 years. She combines a specialist FDI communications skillset with deep governmental, B2B and international expertise. Some highlights include: over 10 years of partnership with the Bahrain Economic Development Board; working with the Government of South Australia and Invest Georgia; developing the Tourism proposition for the Kingdom of Bahrain; Airbus Defence & Space; Telstra Global and Siemens. Jessica has also held senior marketing positions at key UK Government organisations where she was responsible for developing business engagement strategies for over 4 years.
Mary has worked on award-winning pieces of business at major agencies including Partners BDDH, Euro RSCG London, Ogilvy & Mather and Cheil Worldwide before joining M&C Saatchi. She has a wealth of global, governmental and B2B experience -including both Tourism and FDI business. Mary’s background is highly integrated and she specialises in delivering agile ideas which flex across channels working on brands including Samsung, Unilever, the Bahrain EDB and the NHS . She was proud to be a 2016 and 2017 judge of the Entrepreneur of the Year Category of the prestigious National Business Awards
Jose Filipe Torres
Bloom Consulting - CEO
Expert in Nation Branding
For the last 13 years, Mr. Torres has been advising countries in the field of strategy and branding, working directly with heads of state, directors of National Tourism Organizations and Investment Promotion Agencies, spread across five continents.
Moreover,Mr. Torres collaborates with the OECD and the World Economic Forum in matters concerning nation branding.
In 2011, his company initiated Bloom Consulting Country Brand Ranking.
Most recently, Bloom Consulting together with Digital Demand – D2© an analytical Software released the Digital Country Index.
The Index measures the appeal of 245 countries in the digital world.
Daniel Valverde Bagnarello has wrought his career in marketing for over 20 years. He holds both a Master in Digital Marketing and a Master in Management from IE Business School, a seat in the British School of Costa Rica's Advisor Committee and also one in the Latin American Country Brands Forum.
Although he started in advertising, Daniel's career path has led him over the years from a copywriter’s desk at a BBDO network agency, to the commercial director's seat in one of the most successful company holdings in the Central American region devoted to global trade. Along the way he has skilled in the management of multinational marketing teams praising that success in his field lays on two major pillars: The first, embracing data as the main source to spark creative initiatives. And the second, committing to talent development as a KPI.
Currently, Daniel is the Country Brand Director behind "essential COSTA RICA", the country brand that showed the greatest annual growth in America according to the Bloom Consulting Country Brand Ranking 2017/2018. He also leads the country brand's Technical Unit that comprises representatives from Procomer (Costa Rica's TPA), CINDE (IPA), ICT (Tourism Bureau), COMEX (International Trade Bureau) and Costa Rica's Chancellery (Foreign Affairs Bureau).
Malcolm Allan has been a practicing place and destination brand strategy consultant since 2003. Prior to that he worked in the fields of town planning and economic development in the UK in central and local government, as a consultant and as a CEO of major economic development and training companies.
Current Position – President of Bloom Consulting
Malcolm joined Bloom Consulting in January 2018 upon commencement of merging Placematters with Bloom. Bloom is a place brand strategy consultancy specializing in country, nation and city branding.
Prior to joining Bloom Malcolm was the founder and Managing Director of Placebrands which he set up in 2002, wh. In 2009 he joined Colliers International to lead on its development branding practice.
Work with and at Bloom
Country and nation branding strategies - a brand strategy for Paraguay (2016/17); a major assessment of the impact of the country brand of Costa Rica in the US, the UK and Europe (2017); a nation brand strategy for Australia.
City Branding - Malcolm is currently (2018) working with Visit Stockholm to develop an active partnership between the City and key stakeholders in the visitor/tourism sector of the city.
Country Branding - Malcolm is currently contributing to a project for the Australian Government’s National Brand Commission supporting it in consultation on the brand strategy and developing the strategy for launch in early 2019.
Development Branding - Malcolm is currently working with Development Solutions (UK) on proposals for a brand-led development strategy for a smart-city office development on Malta for the Mizzi Company.
Complementary Professional Activity
Malcolm is a regular speaker on place and destination branding at conferences around the world – in Toronto in 2006, in Cardiff in 2012, in Macau and Hong Kong in 2014 and at City Nation Place in London in 2015, 2016 and 2017. Malcolm is a member of the City Nation Place Advisory Board (since 2015).
Malcolm regularly blogs on place branding and current effective practice in the field for City Nation Place (www.citynationplace.com ) and the Place Brand Observer www.placebrandobserver.com). Recent blogs have covered “The Challenge of Working with Politicians”, “Why Brand Strategies Fail” and "Emerging Practice in Country Branding".
Glenn Duncan joined the Ottawa Tourism team in early 2011 bringing with him, to Canada’s Capital, extensive industry knowledge and experience. Previously employed by Edmonton Economic Development Corporation / Edmonton Tourism, Glenn has dedicated over 30 years to the tourism, hospitality and customer service industries in various management and sales capacities. Mr. Duncan’s current role as Senior VP & CMO sees him leading a team of dedicated professionals within the Meetings & Conventions, Sport & Cultural Event and Travel Trade sectors while overseeing & contributing to all marketing initiatives for the organization.
Throughout his career, Mr. Duncan has been active on many boards and committees and a contributing member of several industry related associations and societies. Glenn’s passion for sports and major event marketing has also seen him lend his energy and expertise to many sport organizations and events, including being involved in the inception of EEI (Edmonton Events International), implementing Ottawa’s Major Event strategy, as well as previously sitting on the board of the Canadian Sport Tourism Alliance (CSTA).
Mr. Duncan continues to be a champion of and passionate spokesperson for Canadian tourism, perpetually building knowledge of product as well as global tourism industry trends and conditions.
EmrahYucel is a world-renown branding expert and designer based in Los Angeles, USA. Through his two highly-decorated companies, Iconisus and I Mean It Creative; he offers motion picture advertising and destination branding services, respectively.
Holding a Master's degree in Art, Design, and Architecture, Yucel was selected the “Graphic Designer of the Year" at the age of 21. His eye-catching designs for famous Broadway plays led him to become one of the most sought-after creatives in Hollywood. The list of his campaigns for famous Hollywood projects includes, but not limited to: Kill Bill, Frida, Avatar, American Horror Story, Fifty Shades of Gray among others.
In 2001, EmrahYucel co-founded Iconisus, an agency providing visual design, advertising, and branding services to major Hollywood studios and TV networks.
In 2008, he founded I Mean It Creative, an independent consultancy, specializing in advertising, strategic brand consulting, and destination branding. Believing that “Great brands are exceptional storytellers, and great branding is exceptional storytelling,” Yucel’s story-based approach to destination branding became a quick hit. He created the ‘Turkey: Home’ campaign for the Turkish Ministry of Tourism, which has been running since 2013. He also created the destination brand campaigns for the City of Gaziantep and the City of Izmir. Emrah and his team also delivered destination branding projects all around the world such as Big Island in Hawaii, Leiki Free Trade Zone in Nigeria, Kenya Free Trade Zone.
Among the many prestigious awards Yucel received are; Key-Art Awards, PromaxBDA Awards, Webby Award, Sunset Billboard Award. In 2009, he and his team were awarded the "Designer of the Year" by International Design Awards.
Yucel is a highly sought-after speaker, who recently gave a keynote speech at United Nations WIPO in Geneva Switzerland in the Intellectual Property Day.
Yucel currently resides in Los Angeles.
Jason is a research, communications and reputation strategist with 15 years global experience providing strategic council to public, private and non-profit clients regarding their reputation strategies, competitive positioning, stakeholder engagement, marketing and communications. Jason consults with clients on their reputation measurement and evaluation programs, and how they can optimize their marketing and communications programming for the greatest reputational impact.
As the son of Ted Levine, founder of Development Counsellors International, Andy was introduced to the world of economic development and travel marketing at birth. Since joining the firm in 1991, Andy has helped launch the company into a new era, advancing the quality of client work performed, growing the number of staff and adding to the range of client services offered.
He developed and continues to direct DCI's "Winning Strategies in Economic Development Marketing." First conducted in 1996, this ongoing survey of corporate executives with site selection responsibilities has emerged as a valuable tool for economic developers seeking to understand the "customer's perspective" on what works in economic development marketing.
Andy authors a monthly “Marketing Places” column for Forbes.com that has drawn over 100,000 readers. He also hosts “The Project: Inside Corporate Location Decisions,” a podcast that provides a behind-the-scenes look at company location and expansion announcements.
General Management background in the service industry for 25 years, from Languages to Tourism to Telecommunications with a successful track record in an international environment. Studied in Ireland, trained in Germany and worked in several Caribbean markets. Completed a MBA specializing in Finance with Alliance Manchester Business School. With 15 years' experience in Mobile Technology, I have honed excellent judgement and prioritization skills, learnt the ability to create and sustain urgency and have a passion for business, technology and delivering a world-class customer experience. I co-founded a technology startup based in New Orleans, USA to create a platform to connect explorers with locals for real, authentic experiences. I now lead the Grenada Tourism Authority and market and sell the destination worldwide.
Conrad is Director of the GREAT Britain campaign, based in the Department for International Trade and formerly at 10 Downing Street. While at No10 Conrad’s role was extended to include responsibility for delivering major cross-government campaigns, as well as ensuring Government spending on communications was efficient and cost-effective.
Previously Conrad worked at the Foreign & Commonwealth Office as Head of Public Diplomacy and Strategic Campaigns. He was responsible for a wide range of policies and campaigns, including soft power, the 2012 Olympics and Paralympics, and campaigns in the Middle East, Libya, Afghanistan and Pakistan.
Conrad joined the Government in 2002, initially working with the Central Office of Information on issues that included teenage drugs, consumer rights and international export. He moved to the Cabinet Office to work with the first Permanent Secretary of Government Communication as Director of Strategic Communications. Here he launched ‘Engage’, a new approach to Government Communication, and was responsible for campaigns to counter terrorism and animal rights extremism.
Before joining the Civil Service Conrad spent 18 years in advertising, working with a number of agencies on national and international business. During this time he also set up an awardwinning communication consultancy which he successfully ran for eight years.