Articles

What do we mean by ‘sustainability’ in place branding?

As our understanding of the complexities of what we mean by “place branding” [vs “place marketing”] grows, so does our awareness of the challenges that place branding and place marketing must face. And as we head towards our fifth annual City Nation Place Awards, we hope to see an increase in strategies which can demonstrate a ‘sustainable approach’.

But what do we mean by that?

label_outline Sustainability Place Branding Destination Management

It takes a village to grow a place brand

There are numerous examples of places that didn’t listen to their community and launched communications campaigns which were then lambasted by citizens who disagreed with them (Vilnius’ ‘G-Spot of Europe’ campaign springs to mind quite quickly), and of places who are facing a citizen backlash to the success of their tourism attraction strategy, or even – as the case of Long Island in the USA and the rejection of the new Amazon HQ plan – a rejection of successful investment attraction and economic development. So how do you ensure your community are engaged with your place brand strategy?

label_outline Tourism Diaspora Destination Marketing Citizen Engagement

How do you judge what makes a great place branding or marketing strategy?

“Benchmarking allows us to actively share our responses to communication challenges with our peers and demonstrate our best foot forward,” stated Daniela Montiel, International Partnerships Manager at Marca Chile and one of the Jury members for the 2019 City Nation Place Awards. She added, “In my case, reviewing the benchmarks/entries from the past couple of years has truly been a source of inspiration.”

So what are our judges looking for? What do they think are the key ingredients of a great place strategy or place marketing campaign?

Interview with Dr Robert Paul Jones

The meteoric rise in social media usage has provided an entirely new medium for countries to share their stories with the world. But how do you walk the line of promoting what makes your place unique whilst still acknowledging your history? Dr Robert Paul Jones, Executive Director of the G.U.E.S.T center at Texas Tech University shared his insights with us before he joins us as a speaker at City Nation Place Latin America & Caribbean.

Local love, global love – the key to successful place branding in Latin America?

At first, Latin America seems enticing with its sunny weather, low cost of living, beautiful beaches, and incredible history. And without surprise, these features are frequently promoted in international travel and lifestyle media. 

But are these reasons enough to get a traveler or business motivated to seek out Latin America as their next destination?  Are the rich Latin culture, weather, and affordable cost what it takes to make its vibrant cities a top destination to work, live, and do business in?

label_outline Data Advocacy Tourism Investment Promotion

9 Weird and Wonderful Place Marketing Campaigns

Sometimes at City Nation Place HQ, it feels that we spend a lot of time focussing on the ever-evolving challenges that place branding faces – the problems that have us banging our heads on the wall in frustration. But it’s important to remember that there’s also a great opportunity to be creative and over the years, we’ve seen some truly innovative tourism and investment promotion campaigns. Here are just a few of the most imaginative and unusual place marketing campaigns that make our job, as collectors of place branding stories, so interesting.

label_outline Citizen Engagement Tourism Destination Marketing
logo Leah Chandler Chief Marketing Officer, Discover Puerto Rico

Interview with Leah Chandler, Chief Marketing Officer, Discover Puerto Rico and Nate Huff, Senior Vice President, Miles Partnership

We caught up with Leah Chandler, the Chief Marketing Officer at Discover Puerto Rico, and Nate Huff, Senior Vice President of Miles Partnership, in order to discover their takes on the key challenges facing place branding in the Latin American region.

label_outline Place Making Destination Marketing Citizen Engagement

What is the true mark of a strong country brand?

The FutureBrand Country Index measures the strength of perception of countries around the world in the same way we study consumer or corporate brands. Now in its second decade, the Index reorders the World Bank Top 75 countries by GDP according to strength of perception.

The Index examines what transforms a country from a spot on a map to a place our survey respondents ultimately want to invest in, live in, visit, and buy goods and services from. Countries have traditionally been measured and ranked by measures of might — GDP, population size, even a sovereign’s nuclear arsenal. However, in the current day when our world is defined by rapid change, do these measures continue to make sense in the ranking of nations?

label_outline Reputation Economic Development Digital Reputation

Five key learnings from City Nation Place Americas 2019

June 6th saw nearly 200 dedicated place branders arriving in West Hollywood for the third annual City Nation Place Americas conference. As always, the debates were honest, the conversations cutting-edge, and it was an insightful and inspiring experience to exchange ideas with the top minds in destination marketing and economic development. However, in a day packed with perceptive commentary, there were five key ideas that particularly stood out to us.

label_outline Social Media Investment Promotion Economic Development Destination Marketing Citizen Engagement Advocacy Tourism Talent Attraction