City Nation Place Conference Latin America & Caribbean

Monday September 2nd

Optional Placemaking Tour of Hacienda Alsacia

Before the conference officially opens, join fellow delegates for a morning tour of Hacienda Alsacia, a coffee plantation created by the Starbucks Coffee Company to research the future for coffee growing and to explore its impact on the environment and local community. 

  • 13:30


  • 14:00

    Welcome to Delegates

  • 14:10

    Ensuring the right foundations: branding vs marketing

    • Why you need to start with the brand: understanding what we mean by “brand”
    • Resilience and longevity: ensuring your brand is able to work for whatever might happen in the future
    • How the brand then directs your marketing approach
  • 14:30

    The New Zealand Story: Building a place brand strategy with a long-term vision

    • Developing a place brand strategy vs a place marketing campaign
    • Rooting the place brand strategy in core values
    • Setting objectives for your place brand strategy for citizen engagement, and across tourism and economic development
    • How the place brand strategy creates resilience in bad times
  • 14:55

    How to build a place branding strategy fit for today and tomorrow's globalised economy

    • Ideas and inspiration in an exclusive first preview of Jose Torre’s new book: Nation Brand Builders
    • Understanding the key building blocks for a place brand strategy that can engage civic pride, attract talent, drive investment, and develop your tourism economy
  • 15:20

    Your opportunity to ask questions of our speakers

  • 15:30


  • 16:00

    City of Opportunity: the developing story of Antofagasta

    • Working with the private sector to build a vision for the city
    • Putting placemaking at the heart of the new place brand
  • 16:25

    Experience at the core of Place Branding for Magnetic Destinations

    • Learning from a framework of experience “modes” to analyse your place’s assets
    • Designing experiential improvements to improve your attractiveness for citizens, visitors, and investors
  • 16:55

    How placemaking is building communities and delivering place brand advantage around the world

  • 17:25

    Your opportunity to ask questions of our speakers

  • 17:40

    Close of Day one

Welcome Reception

Join us for the official evening Welcome Reception for the City Nation Place Latin America and Caribbean conference and the opportunity to meet and network with all your fellow delegates.

Tuesday September 3rd