Monday September 2nd
Optional Placemaking Tour of Haciena 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.
City Nation Place Think Tank
Our afternoon session provides a “warm-up” exercise and the opportunity for delegates to learn not only from our expert Think Tank leaders, but also from each other. Join round table discussions with your colleagues from other cities and nations to hear how other places are approaching emerging challenges and opportunities. More details to follow.
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
City Nation Place Conference Latin America & Caribbean
Latin America & The Caribbean on the world stage: understanding changing perceptions and developing opportunities
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
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 and City Branding 2.0
- Understanding the key building blocks for a place brand strategy that can engage civic pride, attract talent, drive investment, and develop your tourism economy
City brands coming of age: the opportunity across LatAm & the Caribbean
Around the world, mega-city brands and creative city branding are increasingly taking the lead in attracting investment and tourism.
- What are the opportunities for cities across the region?
- How can country brands and city brands work more effectively together?
Secretary of Innovation, Government of the City of Buenos Aires
After Maria: From Disaster to Recovery to Comeback - Lesson's from Puerto Rico's remarkable recovery story
- Activating the island and wider Puerto Rico community
- Telling the real and real-time story to manage the media messaging
- How bold and the brave ideas deliver effective impact
Join breakout sessions before and after lunch which will provide the opportunity to dig deeper in to specific opportunities and challenges for place branding across Latin America and the Caribbean. Sessions will include:
- Engaging citizens in your destination management
- Diaspora engagement: creating ambassadors for economic development
- Immersive story-telling with Google [for free] led by Leah Chandler from Discover Puerto Rico and Nate Huff from the Miles Partnership
- Developing digital communication skills for your place branding team
- Economic development: attracting start-up and entrepreneurial talent led by Patricia Hansen, Investment Commissioner for InvestChile
- Placemaking: development that contributes to the place brand
Collaborating for place brand development: how public and private sectors can work most effectively together
- Private sector engagement: a route to long-term stability in place branding strategy?
- What is the private sector view of the importance of nation, region and city brands?
- Creating private sector ambassadors for your place brand
Sustainability: the key to Latin America and the Caribbean's successful tourism and economic development?Marisol Vanegas Pérez
Secretary of Tourism, State Government of Quintana Roo
Closing keynote: Claudia Dobles, First Lady of Costa Rica
Why Costa Rica has declared its intent to be the world’s first zero-carbon economy by 2050, and how the nation plans to achieve this.Claudia Dobles
First Lady of Costa Rica
Rebecca is a business veteran with over 20 years experience in marketing across diverse sectors such as Diary, Banking, Telecomms, IT, Manufacturing and Tourism.
Rebecca has led business growth, competitive repositioning, brand development and was a pioneer in digital and direct marketing in New Zealand. Having worked across sales, marketing, operations and manufacturing she brings a wealth of knowledge, real-life experiences and a practical perspective to her leadership of New Zealand's country reputation programme, the New Zealand Story.
The New Zealand Story was established in 2013 to expand the reputation of New Zealand beyond natural beauty. Rebecca's team enable the success of businesses by providing them with the skills, tools and knowledge to each share a compelling story that sets them apart on the world stage. In addition, Rebecca works with Govt. agencies to craft and harmonise messages about New Zealand through diplomatic, trade, and public channels.
Rebecca is passionate about enabling a sustainable and prosperous future for New Zealand and the world.
Bloom Consulting CEO
Since 2003 Mr. Torres has been advising Countries in the field of Nation Branding and City Branding, working directly with heads of state, directors of National Tourism Organizations and Investment Promotion Agencies.
His clients include Countries, Regions and Cities such as Australia, Costa Rica, Israel, Jamaica, Poland, Sweden, Stockholm and many others spread across all five continents.
Mr. Torres collaborates directly with the World Economic Forum in the matters of Nation Branding and is a guest speaker in some of the most prestigious universities in USA and Europe, such as HARVARD, the London Business School, Stockholm School of Economics and many others, being interviewed by The Economist, BBC, Guardian and CNN.
Since 2011 his company performs a global research project called the Bloom Consulting Country Brand Ranking and most recently the Digital Country Index and the Digital City Index
Leah is the Chief Marketing Officer for the Puerto Rico Destination Marketing Organization, Discover Puerto Rico. Leah is charged with strategic marketing leadership for the organization; including oversight of paid media, creative, public relations, brand management, and digital strategy.
Prior to her move to San Juan, Leah was the CMO for Explore Branson, leading the growth of the community’s tourism industry for five years, repositioning the destination brand and posting back-to-back record ROI for the organization’s marketing program. In previous years, Leah led the Missouri Tourism account at H&L Partners, the agency of record for the Missouri Division of Tourism. Leah developed and guided the strategic direction of the Division’s marketing, managing paid and earned media, creative and interactive development, and campaign implementation. Leah led Missouri Tourism’s brand repositioning effort, introducing a new brand identity and corresponding campaign featuring “Enjoy the Show.”
Leah is a veteran of the travel and tourism industry, having directed the Indiana Tourism account for five years prior to H&L Partners.
Nate Huff is a Senior Vice President at Miles Partnership, a marketing agency that specializes in the travel and tourism vertical. Nate has spent the last 15 years working with destinations and travel brands to craft content- and media strategies that generate measurable results. His clients include San Francisco Travel, Destination DC, Discover Puerto Rico, Macy’s and Brand USA, where he leads a team dedicated to helping Brand USA develop and execute partner marketing programs that drive international consumer engagement and conversion. He is currently leading Miles Partnership’s Google destination content initiative which was unveiled at Destination International’s 2017 Annual Conference and now includes more than 70 participating destinations.
Patricia has over 7 years of experience working with international companies expanding into Chile and the Americas. First by managing Operations and Acceleration at Start-Up Chile with a portfolio of 250 startups a year from more than 80 countries, and later moving to San Francisco to lead promotion efforts to identify and guide companies in the United States and Mexico to expand their businesses to Chile.