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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 had a stellar strategy to promote civic pride during the pandemic that is generating 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!
The strategic communication of place brand values should be about so much more than a single objective or single channel advertising campaign. Our Jury will be looking for great place brand story telling – for effective partnerships and collaborations between departments or teams, or between media channels and place brand teams; for communication campaigns which are rooted in the place DNA and that deliver against clear branding objectives and deliver results. The jury are interested to hear about campaigns from before the Covid-19 crisis, as well about communication strategy implemented during the crisis and as we look towards recovery. Open to entry by place brand teams, by communication consultancies or advertising agencies or by media owner partners.
New for 2020: 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; or to support a more tightly targeted approach to your marketing. 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. 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.
This category is open to entry by place leadership and marketing teams, and by the brand and design consultancies who work with them. 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.
A place’s brand in the digital world can be a very true or significant reflection of the place brand in the real world. How a place uses social media to engage citizens, to promote policy, to attract tourism, talent or investment can make the effective difference to a place brand strategy – our Jury will be looking for creative, innovative and strategic approaches to social media, whether pre, during or post-COVID-19. Entries which tell a clear story and can demonstrate effective results will be favoured by the judges – whether entered by the place brand team or by the agency who supports them in social media strategy.
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 (March 2019 to July 2020) 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.