Categories

This category is all about the people factor: a place brand is all about its people and requires the support and endorsement of the citizens. Our Jury are keen to hear how place brand teams are proactively engaging with their citizens through research and communication to understand the essence of their place brand, and to ensure buy-in for the vision for place-making, tourism development, and economic development. Or alternatively, perhaps you have had a stellar strategy to promote civic pride and community spirit during the pandemic that has generated positive momentum around your place brand identity - places which are able to demonstrate that their citizens are actively supporting and collaborating with the place branding approach will do well in this category!


This category celebrates great place brand story telling – for communication campaigns which are rooted in the place DNA and that deliver against clear brand objectives. The jury will be interested to hear how you have tailored your messaging to your audience, and about creative and effective use of owned, social, and paid media channels – or indeed the creation of completely new ways of communicating your place values and place attractiveness! We look forward to seeing a range of communication campaigns – your work is eligible if your objective is to promote your overall place brand, or whether you are specifically working to attract tourism, talent, or investment.


This category is all about the strategic use of data and how a place has refined and shaped place brand and/or marketing strategy through insights. You may be using data to understand your stakeholders’ challenges; perhaps you traced the tourist footprint or investment decision process to understand their journey and develop an improved offering. You may have improved your measurement of the tangible impact of place branding initiatives and place marketing campaigns on international and residents' perceptions. Our jury will be looking for detailed, thorough and innovative new approaches in how you have gathered information and then translated that into actions – for data gathering as well as data management and analysis.


Our Jury will be looking for evidence that the development of design around brand identity is rooted in the process of research and planning for place brand strategy and for a creative approach that works for the long term and across key audiences. We will want to see examples of the brand identity in use and to understand how it is contributing to the strategic approach to engage citizens, attract talent, attract investment and/or tourism.


This category is intended to recognise the achievement of place branding teams who bring everything together effectively – who are able to demonstrate a committed approach to building team structures to support a long term strategic approach to managing and promoting the place brand, who have established a clear framework and both short and long term objectives and who, over the past year (April 2020 - July 2021) have implemented a project, or strategic endeavour, or capitalised on an event, or achieved a particular goal – or perhaps even demonstrated how a strong place brand can provide resilience in a crisis. Our Jury will also be looking for evidence that the place is factoring in considerations for the sustainability of the place brand strategy: for a destination or place management strategy that is working to balance the needs of the place environment, of citizens, of business, and of visitors.



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