Agenda

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


  • 08:00

    Early registration for Breakfast Briefing Attendees Only

  • 08:10

    Breakfast briefing

    Learn from masterful storytelling: find out how National Geographic engages 350m fans through social media (By invitation-only: please apply when registering)

    Annabelle  Canwell
    Annabelle Canwell
    SVP Brand Partnerships, National Geographic
  • 08:30

    Conference registration & refreshments

  • 09:00

    Welcome & Introduction

    Clare Dewhirst
    Clare Dewhirst
    Founder and Director , City Nation Place
  • 09:15

    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.

  • 10:00

    #FakeNews

    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
    Andreas Sandre
    Author of 'Digital Diplomacy: Conversations on Innovation in Foreign Policy,' and Press & Public Affairs Officer, Embassy of Italy in the US
  • 10:35

    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
    Brad Dean
    Brad Dean
    CEO, Discover Puerto Rico
  • 11:00

    City Nation Place Awards Preview

    See the highlights of the shortlisted entries in our first two categories - Best Use of Design & Best Citizen Engagement

  • 11:05

    Refreshments

  • 11:35

    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
    Mihalis Kavaratzis
    Associate Professor of Marketing & Board Member, University of Leicester & International Place Branding Association
  • 12:20

    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

  • 12:30

    Breakout Sessions

    Delegates choose sessions to dig deeper into the issues that matter to them

  • 13:10

    Lunch

  • 14:15

    Breakout Sessions

    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 celebrations

      Beverley Carkner
      Beverley 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
  • 14:50

    Breakout Sessions

    Delegates choose sessions to dig deeper into the issues that matter to them

  • Plus extra sessions to be confirmed

    Including a session hosted by Beautiful Destinations

  • 15:30

    Refreshments

  • 15:50

    City Nation Place Awards Preview

    See the highlights of the shortlisted entries in our final category - Place Brand Strategy of the Year

  • 15:55

    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
    Niall Gibbons
    Niall Gibbons
    CEO, Tourism Ireland
  • 16:20

    Maintaining Momentum

    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
    James Wright
    CNBC Marketing Media Money
  • 17:00

    City Nation Place Awards Presentations

    The winners are announced in all categories of the City Nation Place Awards 2018

  • 17:15

    Summing Up & Close


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