Vilnius caught the attention of the world with their innovative strategies to support their citizens and businesses throughout the pandemic. We reached out to the Director of Go Vilnius, Inga Romanovskiene, to understand more about their place branding strategy - and to discover the secret to using humour successfully in your marketing.
Are you currently working to attract international students to your destination? If the answer is no, then the chances are that you’re missing a trick. We reached out to three destinations who have been incorporating their study proposition into their broader place brand strategy to understand how they have leveraged their international student attraction to deliver back on their city’s values.
How do you market a destination to people who are not allowed to visit and keep an industry alive when it is not allowed to operate? The answer: You get them to keep dreaming of the one day that they can. Discover more about the Western Cape's award-winning strategy here.
Data is at the heart of an agile brand strategy. Khaled Tash, Deputy of Marketing & Communications for INVEST SAUDI, shared with us how the Kingdom is building an investment brand and using comprehensive data reporting to demonstrate the tangible results and to refine their approach.
Nine months on from the start of a global lockdown, the path for recovery is still very much unclear. But many places are making strong headway into their recovery strategies. Laurence Garino, Head of Monaco’s Welcome Office, shared how the Principality is adapting to support their residents and businesses during the crisis.
What does digital transformation actually look like in the destination marketing and investment promotion space? Emma Håkansson, Head of Destination Development for the City of Helsingborg, Sweden, explained how they transitioned from tourist information centres to a digital-first approach.
Ronella Tjin-Asjoe, CEO of Aruba Tourism, Rosa Harris, Director of Tourism for the Cayman Islands Tourism Department, and Ingrid Rosa, Account Supervisor for Ketchum, detail recovery strategies as places prepare for the return of tourism.
Jose Torres, CEO of Bloom Consulting, explores why taking the longer-term view of place brands supports place economies more effectively, and outlining what Australia has learned from their new nation branding process.
The potential reputational risks involved in communicating about and during COVID-19 are many. But here are a few things that should be considered when deciding how to handle communications in a world turned upside down by this crisis.
Shaun Loftman, Executive Creative Director CEEMEA for LANDOR & FITCH, outlines the importance of trust for places persevering through the pandemic and what the future of brand-centred placemaking will look like.
The downward trend of nearly all the world’s most valuablenation brandsis not entirely surprising. With COVID-19 contributing to the rise of protectionism, we may see a reversal of the economic growth brought about by globalisation. Nevertheless, with analysts’ forecasts looking less dire than initially predicted, and with a working vaccine in place, the future is certainly looking brighter.
While 'brand New Zealand' resonates globally, Auckland - the country's largest city - is less well known. Discover how they created a brand strategy that became the focal point of their recovery strategy and won them the 2020 Place Brand of the Year award.
John Till, Director of thinkingplace, Wallace Sampson OBE, Chief Executive of Harrogate Borough Council, and Mark Roberts, Board Director of Leeds City Region LEP, discuss how Harrogate Borough Council are using their place brand to build a more resilient future.