What impact is the COVID-19 pandemic having on how the global public perceives Nation Brands – and more importantly, how is this changing people’s willingness to travel, invest, or work in countries around the world?
Delve into exclusive new research carried out by leading place branding strategists, Bloom Consulting, and its big data sister company, D2 Analytics - and discover ideas for reputational management of your Nation Brand, not only during this crisis, but also for your longer-term strategy.
Jose Torres, CEO at Bloom Consulting, Rebecca Smith, Director of the New Zealand Story, and Niall Gibbons, CEO of Tourism Ireland, share what have been the learnings on the power of a robust, values-based Nation Brand during this pandemic. And how can a nation branding strategy adapt to manage reputation during a crisis?
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Resonance's Chris Fair looks at why aligned civic identity is more important to attracting talent, businesses and visitors than ever before.
Destinations around the world are leaning into the power of place branding to unite their stakeholders behind a single vision for their place. Place leaders from the USA & Canada shared their practical advice they had for organisations looking to engage their stakeholders and ensure that everyone is singing from the same hymn sheet.
For years, Boston has had a reputation as America’s ‘most racist city’. However, renewed efforts from both city government and place marketing organisations are challenging those perceptions, and laying the foundations for a more inclusive Boston.
Discover how neighbouring cities, regions, or countries could join forces to enhance the overall appeal of their respective places.
Cities and towns using art and technology to transform their public spaces into places of convergence and human connection. Creos' Alexandre Lemieux explores how the adoption of art in urban planning is a strategic move towards creating immersive experiences that foster community engagement and stimulate local economies.
Addressing an ‘always-on’ style of working that left people burnt out, this campaign invited people to have a distraction-free holiday in Iceland and used horses to write their out of office email for them.
Learn about Iceland's Award entry for Best Communication Strategy: Tourism
What impact does sustainability have on the reputation of your nation brand? Natalia Arenzana and Fernando Prado of Reputation Lab share learnings from the 2023 RepCore® Nations study.
No destination will be spared from the impacts of climate change, but every destination has the potential and the responsibility to be part of the solution. Here are ten tips to get you started.
Joy Riot's Jessica McCarthy explores how to effectively invest in primary research in order to ensure your place brand strategy is informed by data, insights, and hard evidence.
Young people are a hugely influential demographic. So, what does it take to catch the attention of these socially conscious, digital natives? Here are 10 tips on how you can adapt your approach to engage younger generations and foster lasting connections with your place.
Stefan Hawes, VP of Global Marketing for Destination Vancouver, explores how destinations should be responding to the emergence of Generative AI technologies and the importance of being more innovative in your place marketing.
A thriving night economy contributes so much more than places to drink and dance the night away. TOPOSOPHY's Manolis Psarros explores how cities can leverage the potential of their night-time economies to foster inclusive and vibrant communities.
Today, the buzzwords of ‘wellbeing’, ‘wellness’, ‘sustainability’, ‘eco’, and ‘regenerative’ lay heavily on the imperatives of developers and placemakers. Hunter Design's Crispin Reed explores five factors for how places around the world are rising to the challenge and building health – both personal and environmental – into the DNA of their designs.
One year after the invasion began, Brand Ukraine launched a new campaign - #WhatWeAreFightingFor – which gave Ukrainian citizens the opportunity to share the reasons they kept fighting for their homeland. We reached out to Maria Lypiatska, Head of Brand Ukraine, to discover how the team are leveraging strong, authentic communication in the face of adversity, and how they’re giving a voice to more than 40 million Ukrainians.
The place branding strategy of Eindhoven is a long term project: to serve the community of Eindhoven and to raise self-esteem of the inhabitants as well as creating economic value and make local society future proof. But how have they achieved this?
The Brixton X Harlem festival reached across continents to celebrate shared stories and weave together the rich tapestries of two iconic neighbourhoods that are deeply rooted in the African and Caribbean diaspora. We sat down with Gianluca Rizzo, Managing Director, and Jessica Dyer, Cultural Manager at Brixton BID, to understand how they put community at the heart of this placemaking initiative and what it took to make the twinning partnership successful.
Starting with data that shapes your overall place brand strategy and moving on to refining your campaigns and marketing strategies, here are eight expert opinions on the most common errors being made so you can ensure you’re leveraging your data effectively.
When the headlines broke that Meta and Twitter were laying off huge swathes of their staff, Go Vilnius launched an opportunistic, guerilla marketing campaign to tempt people into moving to the city. Pija Ona Indriūnaitė, Head of Marketing for Go Vilnius, shares what inspired the strategy and what it means for the future of Vilnius as a Tech Hub.
For 45 years, the team at The Bahamas Ministry of Tourism, Investments and Aviation has been connecting visitors to residents for a truly authentic experience. Bernadette Bastian, the Ministry’s General Manager and the driving force behind the People-to-People programme, joined us to talk about how they’re transforming tourists into temporary locals and creating lasting memories that unite residents and travellers.
Explore Seattle Southside’s new visual identity is a testament to the power that a creative design can have in shaping perceptions of your place. Bringing together three distinct cities under one brand narrative, this new strategy celebrates micro-adventures and the quirkiness you can find under the surface of the most unexpected of places. To understand what the secret was to Seattle Southside’s success, we sat down with CEO Mark Everton to find out how they breathed new life into the region’s tourism marketing.
Resonance's Chris Fair looks at why aligned civic identity is more important to attracting talent, businesses and visitors than ever before.
Destinations around the world are leaning into the power of place branding to unite their stakeholders behind a single vision for their place. Place leaders from the USA & Canada shared their practical advice they had for organisations looking to engage their stakeholders and ensure that everyone is singing from the same hymn sheet.
For years, Boston has had a reputation as America’s ‘most racist city’. However, renewed efforts from both city government and place marketing organisations are challenging those perceptions, and laying the foundations for a more inclusive Boston.
Discover how neighbouring cities, regions, or countries could join forces to enhance the overall appeal of their respective places.
Cities and towns using art and technology to transform their public spaces into places of convergence and human connection. Creos' Alexandre Lemieux explores how the adoption of art in urban planning is a strategic move towards creating immersive experiences that foster community engagement and stimulate local economies.
Addressing an ‘always-on’ style of working that left people burnt out, this campaign invited people to have a distraction-free holiday in Iceland and used horses to write their out of office email for them.
Learn about Iceland's Award entry for Best Communication Strategy: Tourism
What impact does sustainability have on the reputation of your nation brand? Natalia Arenzana and Fernando Prado of Reputation Lab share learnings from the 2023 RepCore® Nations study.
No destination will be spared from the impacts of climate change, but every destination has the potential and the responsibility to be part of the solution. Here are ten tips to get you started.
Joy Riot's Jessica McCarthy explores how to effectively invest in primary research in order to ensure your place brand strategy is informed by data, insights, and hard evidence.
Young people are a hugely influential demographic. So, what does it take to catch the attention of these socially conscious, digital natives? Here are 10 tips on how you can adapt your approach to engage younger generations and foster lasting connections with your place.
Stefan Hawes, VP of Global Marketing for Destination Vancouver, explores how destinations should be responding to the emergence of Generative AI technologies and the importance of being more innovative in your place marketing.
A thriving night economy contributes so much more than places to drink and dance the night away. TOPOSOPHY's Manolis Psarros explores how cities can leverage the potential of their night-time economies to foster inclusive and vibrant communities.
Today, the buzzwords of ‘wellbeing’, ‘wellness’, ‘sustainability’, ‘eco’, and ‘regenerative’ lay heavily on the imperatives of developers and placemakers. Hunter Design's Crispin Reed explores five factors for how places around the world are rising to the challenge and building health – both personal and environmental – into the DNA of their designs.
One year after the invasion began, Brand Ukraine launched a new campaign - #WhatWeAreFightingFor – which gave Ukrainian citizens the opportunity to share the reasons they kept fighting for their homeland. We reached out to Maria Lypiatska, Head of Brand Ukraine, to discover how the team are leveraging strong, authentic communication in the face of adversity, and how they’re giving a voice to more than 40 million Ukrainians.
The place branding strategy of Eindhoven is a long term project: to serve the community of Eindhoven and to raise self-esteem of the inhabitants as well as creating economic value and make local society future proof. But how have they achieved this?
The Brixton X Harlem festival reached across continents to celebrate shared stories and weave together the rich tapestries of two iconic neighbourhoods that are deeply rooted in the African and Caribbean diaspora. We sat down with Gianluca Rizzo, Managing Director, and Jessica Dyer, Cultural Manager at Brixton BID, to understand how they put community at the heart of this placemaking initiative and what it took to make the twinning partnership successful.
Starting with data that shapes your overall place brand strategy and moving on to refining your campaigns and marketing strategies, here are eight expert opinions on the most common errors being made so you can ensure you’re leveraging your data effectively.
When the headlines broke that Meta and Twitter were laying off huge swathes of their staff, Go Vilnius launched an opportunistic, guerilla marketing campaign to tempt people into moving to the city. Pija Ona Indriūnaitė, Head of Marketing for Go Vilnius, shares what inspired the strategy and what it means for the future of Vilnius as a Tech Hub.
For 45 years, the team at The Bahamas Ministry of Tourism, Investments and Aviation has been connecting visitors to residents for a truly authentic experience. Bernadette Bastian, the Ministry’s General Manager and the driving force behind the People-to-People programme, joined us to talk about how they’re transforming tourists into temporary locals and creating lasting memories that unite residents and travellers.
Explore Seattle Southside’s new visual identity is a testament to the power that a creative design can have in shaping perceptions of your place. Bringing together three distinct cities under one brand narrative, this new strategy celebrates micro-adventures and the quirkiness you can find under the surface of the most unexpected of places. To understand what the secret was to Seattle Southside’s success, we sat down with CEO Mark Everton to find out how they breathed new life into the region’s tourism marketing.
Resonance's Chris Fair looks at why aligned civic identity is more important to attracting talent, businesses and visitors than ever before.
Destinations around the world are leaning into the power of place branding to unite their stakeholders behind a single vision for their place. Place leaders from the USA & Canada shared their practical advice they had for organisations looking to engage their stakeholders and ensure that everyone is singing from the same hymn sheet.
For years, Boston has had a reputation as America’s ‘most racist city’. However, renewed efforts from both city government and place marketing organisations are challenging those perceptions, and laying the foundations for a more inclusive Boston.
Discover how neighbouring cities, regions, or countries could join forces to enhance the overall appeal of their respective places.
Cities and towns using art and technology to transform their public spaces into places of convergence and human connection. Creos' Alexandre Lemieux explores how the adoption of art in urban planning is a strategic move towards creating immersive experiences that foster community engagement and stimulate local economies.
Addressing an ‘always-on’ style of working that left people burnt out, this campaign invited people to have a distraction-free holiday in Iceland and used horses to write their out of office email for them.
Learn about Iceland's Award entry for Best Communication Strategy: Tourism
What impact does sustainability have on the reputation of your nation brand? Natalia Arenzana and Fernando Prado of Reputation Lab share learnings from the 2023 RepCore® Nations study.
No destination will be spared from the impacts of climate change, but every destination has the potential and the responsibility to be part of the solution. Here are ten tips to get you started.
Joy Riot's Jessica McCarthy explores how to effectively invest in primary research in order to ensure your place brand strategy is informed by data, insights, and hard evidence.
Young people are a hugely influential demographic. So, what does it take to catch the attention of these socially conscious, digital natives? Here are 10 tips on how you can adapt your approach to engage younger generations and foster lasting connections with your place.
Stefan Hawes, VP of Global Marketing for Destination Vancouver, explores how destinations should be responding to the emergence of Generative AI technologies and the importance of being more innovative in your place marketing.
A thriving night economy contributes so much more than places to drink and dance the night away. TOPOSOPHY's Manolis Psarros explores how cities can leverage the potential of their night-time economies to foster inclusive and vibrant communities.
Today, the buzzwords of ‘wellbeing’, ‘wellness’, ‘sustainability’, ‘eco’, and ‘regenerative’ lay heavily on the imperatives of developers and placemakers. Hunter Design's Crispin Reed explores five factors for how places around the world are rising to the challenge and building health – both personal and environmental – into the DNA of their designs.
One year after the invasion began, Brand Ukraine launched a new campaign - #WhatWeAreFightingFor – which gave Ukrainian citizens the opportunity to share the reasons they kept fighting for their homeland. We reached out to Maria Lypiatska, Head of Brand Ukraine, to discover how the team are leveraging strong, authentic communication in the face of adversity, and how they’re giving a voice to more than 40 million Ukrainians.
The place branding strategy of Eindhoven is a long term project: to serve the community of Eindhoven and to raise self-esteem of the inhabitants as well as creating economic value and make local society future proof. But how have they achieved this?
The Brixton X Harlem festival reached across continents to celebrate shared stories and weave together the rich tapestries of two iconic neighbourhoods that are deeply rooted in the African and Caribbean diaspora. We sat down with Gianluca Rizzo, Managing Director, and Jessica Dyer, Cultural Manager at Brixton BID, to understand how they put community at the heart of this placemaking initiative and what it took to make the twinning partnership successful.
Starting with data that shapes your overall place brand strategy and moving on to refining your campaigns and marketing strategies, here are eight expert opinions on the most common errors being made so you can ensure you’re leveraging your data effectively.
When the headlines broke that Meta and Twitter were laying off huge swathes of their staff, Go Vilnius launched an opportunistic, guerilla marketing campaign to tempt people into moving to the city. Pija Ona Indriūnaitė, Head of Marketing for Go Vilnius, shares what inspired the strategy and what it means for the future of Vilnius as a Tech Hub.
For 45 years, the team at The Bahamas Ministry of Tourism, Investments and Aviation has been connecting visitors to residents for a truly authentic experience. Bernadette Bastian, the Ministry’s General Manager and the driving force behind the People-to-People programme, joined us to talk about how they’re transforming tourists into temporary locals and creating lasting memories that unite residents and travellers.
Explore Seattle Southside’s new visual identity is a testament to the power that a creative design can have in shaping perceptions of your place. Bringing together three distinct cities under one brand narrative, this new strategy celebrates micro-adventures and the quirkiness you can find under the surface of the most unexpected of places. To understand what the secret was to Seattle Southside’s success, we sat down with CEO Mark Everton to find out how they breathed new life into the region’s tourism marketing.
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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
Rebecca is the former Director of The New Zealand Story. Over a transformative seven-year period, Rebecca shaped and enhancing the country's international brand, fostering global recognition, fuelling export success.
The NZ Story nation brand programme yielded remarkable outcomes, with over 60% of exporters actively engaged and a consistent upward trajectory in key perception indices, culminating in record-breaking results during the 2020/21 period
Rebecca is an experienced leader in global brand strategy, reputation management, marketing, and communications propelling significant brands to achieve global and domestic recognition, driving commercial growth. Rebecca has held pivotal roles such as Director of Brand Reputation & Communications at Fonterra Dairy Co-Op, CEO at Apprentice Training NZ, and Chair of Wools of New Zealand along with executive leadership roles in the banking, telecommunications, tech and manufacturing sectors.
Niall Gibbons is Chief Executive of Tourism Ireland. He oversees the marketing of the island of Ireland across the world, leading a team of over 160 staff in 21 markets, whose work is underpinned by sustainable destination marketing principles. Over 11 million overseas visitors in 2019 contributed over €5.8BN to the island’s economies and supported 325,000 jobs.
He led Tourism Ireland’s expansion into new markets such as China and the Middle East and oversaw the organisation’s emergence as a leader in digital marketing and social media. He developed ground-breaking partnerships with LucasFilm and HBO which allowed Tourism Ireland to leverage the global success of Star Wars and Game of Thrones to showcase the island of Ireland overseas, in a new way. He led the development of Tourism Ireland’s Global Greening initiative, which has brought tourism to the heart of St Patrick’s Day celebrations across the world. The World Economic Forum has ranked Ireland 3rd in the world out of 136 countries for ‘effectiveness of marketing and branding to attract tourists’.
Niall is a business graduate of Trinity College, Dublin and a Fellow of the Institute of Chartered Accountants in Ireland. He sits on the Irish Government’s Export Trade Council, is a member of Culture Ireland’s Expert Advisory Committee and an Honorary Fellow of the Institute of Hospitality in Ireland.
Clare’s interest in the complex area of place branding was sparked whilst working on a series of Nation Branding Masterclass events, led by Simon Anholt, one of the first thought-leaders to speak about and promote the concept of place branding. Having listened to Simon address audiences in Accra, Delhi, Dubai, London and Singapore on how policy, governance, and symbolic actions need to combine with branding and marketing to create a competitive identity and drive economic growth, she continued to follow the growth in this sector. As Global Conference Director for The International Herald Tribune, now the New York Times, Clare also saw growth in advertising and storytelling around tourism and investment promotion strategy. Clare launched the first City Nation Place Global conference in London in 2015: CityNationPlace.com has been steadily building followers and in 2017, she launched the first City Nation Place Americas conference, in 2018 City Nation Place Asia Pacific took place in Singapore, and 2019 has seen the first City Nation Place UK, specifically for towns, cities and regions across the UK, and the launch of the first City Nation Place LatAm & Caribbean event. Clare manages the small team at City Nation Place alongside providing event consultancy and management for a number of clients in the publishing and trade association sector, including running the World Media Awards for the World Media Group and event consultancy for the UK Association for Online Publishers.
