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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How do you build a brand that residents recognise and visitors believe? Six expert practitioners share their insight to help you uncover a narrative that is both authentic and distinctive.
Every week, place marketing leaders across tourism and economic development ask the same questions: Does SEO still matter? How do we rank in the age of AI search? What metrics actually prove our impact? The digital landscape has shifted dramatically. In this article, Brianna Vetrano breaks down the 6 most common questions place brands are asking right now and how to adjust your digital strategy to stay visible in an AI-driven world.
Your residents should be co-creators of your place brand. But what does it take to engage communities and transform citizens from passive actors into active champions of your place brand strategy?
Misinformation is one of the biggest challenges facing place branding teams. CNP's Director, Clare Dewhirst explores why place branding is essential to meeting the challenges of AI head-on - and why knowing your "why here" is the key to discoverability.
Last month, Oslo’s business development agency announced that they were relaunching themselves to reflect their broader remit. We sat down with CEO Siw Andersen to understand what prompted the shift in organisational branding and what the newly minted Oslo&Co team intends to do next.
We’ve often said that a place brand should provide a unifying narrative for a community, but how can you achieve this if your community doesn’t feel united? While there is no silver bullet to this, six expert place practitioners shared their insight into how place brand and marketing teams can navigate political division within their community.
A new story is emerging for the Gold Coast, one which speaks of resilience, entrepreneurship, and being unafraid to challenge the norm. Mayor Tom Tate explores the how and why behind the creation of Brand Gold Coast and how they're strengthening the city's reputaiton beyond its nightlife and surfing credentials.
By aligning regenerative business models with shifting behaviours, destinations can spread tourism's benefits more fairly, retain more value locally, and strengthen climate resilience where it matters most. Here's how.
We need to stop thinking of place branding as an initiative or project, but as an institution or essential piece of good place governance. Here's how.
What can place branders do to foster cultural and community vibrancy? We’re putting the spotlight on five projects delivered by place teams that have successfully developed and celebrated community spirit and cultural attractiveness.
When is it valuable for a city, region, or nation to go one step further and launch their own event or festival to meet specific community needs? Four place branding experts highlighted cities who have invested in events that have put their community on the map and highlighted the unique ‘here-ness’ of their home.
How do you build a brand that residents recognise and visitors believe? Six expert practitioners share their insight to help you uncover a narrative that is both authentic and distinctive.
Every week, place marketing leaders across tourism and economic development ask the same questions: Does SEO still matter? How do we rank in the age of AI search? What metrics actually prove our impact? The digital landscape has shifted dramatically. In this article, Brianna Vetrano breaks down the 6 most common questions place brands are asking right now and how to adjust your digital strategy to stay visible in an AI-driven world.
Your residents should be co-creators of your place brand. But what does it take to engage communities and transform citizens from passive actors into active champions of your place brand strategy?
Misinformation is one of the biggest challenges facing place branding teams. CNP's Director, Clare Dewhirst explores why place branding is essential to meeting the challenges of AI head-on - and why knowing your "why here" is the key to discoverability.
Last month, Oslo’s business development agency announced that they were relaunching themselves to reflect their broader remit. We sat down with CEO Siw Andersen to understand what prompted the shift in organisational branding and what the newly minted Oslo&Co team intends to do next.
We’ve often said that a place brand should provide a unifying narrative for a community, but how can you achieve this if your community doesn’t feel united? While there is no silver bullet to this, six expert place practitioners shared their insight into how place brand and marketing teams can navigate political division within their community.
A new story is emerging for the Gold Coast, one which speaks of resilience, entrepreneurship, and being unafraid to challenge the norm. Mayor Tom Tate explores the how and why behind the creation of Brand Gold Coast and how they're strengthening the city's reputaiton beyond its nightlife and surfing credentials.
By aligning regenerative business models with shifting behaviours, destinations can spread tourism's benefits more fairly, retain more value locally, and strengthen climate resilience where it matters most. Here's how.
We need to stop thinking of place branding as an initiative or project, but as an institution or essential piece of good place governance. Here's how.
What can place branders do to foster cultural and community vibrancy? We’re putting the spotlight on five projects delivered by place teams that have successfully developed and celebrated community spirit and cultural attractiveness.
When is it valuable for a city, region, or nation to go one step further and launch their own event or festival to meet specific community needs? Four place branding experts highlighted cities who have invested in events that have put their community on the map and highlighted the unique ‘here-ness’ of their home.
How do you build a brand that residents recognise and visitors believe? Six expert practitioners share their insight to help you uncover a narrative that is both authentic and distinctive.
Every week, place marketing leaders across tourism and economic development ask the same questions: Does SEO still matter? How do we rank in the age of AI search? What metrics actually prove our impact? The digital landscape has shifted dramatically. In this article, Brianna Vetrano breaks down the 6 most common questions place brands are asking right now and how to adjust your digital strategy to stay visible in an AI-driven world.
Your residents should be co-creators of your place brand. But what does it take to engage communities and transform citizens from passive actors into active champions of your place brand strategy?
Misinformation is one of the biggest challenges facing place branding teams. CNP's Director, Clare Dewhirst explores why place branding is essential to meeting the challenges of AI head-on - and why knowing your "why here" is the key to discoverability.
Last month, Oslo’s business development agency announced that they were relaunching themselves to reflect their broader remit. We sat down with CEO Siw Andersen to understand what prompted the shift in organisational branding and what the newly minted Oslo&Co team intends to do next.
We’ve often said that a place brand should provide a unifying narrative for a community, but how can you achieve this if your community doesn’t feel united? While there is no silver bullet to this, six expert place practitioners shared their insight into how place brand and marketing teams can navigate political division within their community.
A new story is emerging for the Gold Coast, one which speaks of resilience, entrepreneurship, and being unafraid to challenge the norm. Mayor Tom Tate explores the how and why behind the creation of Brand Gold Coast and how they're strengthening the city's reputaiton beyond its nightlife and surfing credentials.
By aligning regenerative business models with shifting behaviours, destinations can spread tourism's benefits more fairly, retain more value locally, and strengthen climate resilience where it matters most. Here's how.
We need to stop thinking of place branding as an initiative or project, but as an institution or essential piece of good place governance. Here's how.
What can place branders do to foster cultural and community vibrancy? We’re putting the spotlight on five projects delivered by place teams that have successfully developed and celebrated community spirit and cultural attractiveness.
When is it valuable for a city, region, or nation to go one step further and launch their own event or festival to meet specific community needs? Four place branding experts highlighted cities who have invested in events that have put their community on the map and highlighted the unique ‘here-ness’ of their home.
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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, Brazil, Cleveland, Costa Rica, Finland, Jamaica, Oman, Poland, Riyadh, South Africa, 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 NYU, HARVARD, the London School of Economics, Stockholm School of Economics and many others, being interviewed by The Economist, BBC, Guardian and CNN.
He is the co-author of the recently published textbook Nation and Place Branding: An Applied Approach to Building the Image of Countries, Regions, and Cities, author of the Nation Brand Builders and co-author of several academic papers covering Nation and City Branding.
Bloom Consulting lead manager on the first-ever study on the impact of Nation Brands and City Brands on local and global economies.
Find out more on Bloom Consulting website: www.bloom-consulting.com
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.
