Crisis management of the COVID-19 pandemic: the impact on Nation Brands
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.
- How enduring the impact of this current crisis is likely to be on global perceptions of Nation Brand identities
- Why the ways in which countries are managing the crisis appears to be having the greatest impact on talent attraction
- How the R-0, the number which symbolizes viral infection rates, can be applied to Nation Brands as a B-0 or Brand-Nought - the perfect ratio of positive perceptions required to balance negative perceptions and restore or ensure reputation
- How you can apply these learnings to your own strategies
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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Speakers
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What can you do to cut through the noise and show your private sector partners the value in your work? Place leaders share what they’ve found to be effective tools in engaging their private sector in their place brand and marketing vision.
Countering false narratives with a values-driven nation branding
Christian Biller, Brand Strategist for the Swedish Institute and industry veteran, joined us to talk about how approaches to nation branding have evolved over the past decade, what skills place leaders need to succeed in the face of disinformation, and how you can future-proof your strategy.
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Great Calling New York
Learn about Great Britain's Award entry for Best Place Brand Communications Strategy
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Six lessons in socially conscious place branding
Many places are facing mounting issues around inequality, poverty, and increased political polarisation. Here are six lessons you can learn from international best practice in socially conscious place branding.
The future of nation and place branding: Predictions for the next decade
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Don't miss this list to discover everything you need to inspire your strategies, challenge your way of thinking, and ensure you’re putting the best foot forward.
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A Tinder-branded profile for VisitAarhus allowed the team to engage with their prospective audience on an equal footing with flirtatious communication in search of a perfect holiday match.
Learn about Aarhus, Denmark's Award entry for Best Communication Strategy: Tourism
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What can you do to cut through the noise and show your private sector partners the value in your work? Place leaders share what they’ve found to be effective tools in engaging their private sector in their place brand and marketing vision.
Countering false narratives with a values-driven nation branding
Christian Biller, Brand Strategist for the Swedish Institute and industry veteran, joined us to talk about how approaches to nation branding have evolved over the past decade, what skills place leaders need to succeed in the face of disinformation, and how you can future-proof your strategy.
Nine ways to reimagine your place branding with AI
It’s critical that any foray into artificial intelligence is done strategically, and with clear understanding of what you want to achieve and how it aligns with your values. Here are nine ways AI technologies can play a role in delivering more effective place marketing strategies.
Great Calling New York
Learn about Great Britain's Award entry for Best Place Brand Communications Strategy
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As we gear up for the inaugural City Nation Place Australasia conference in Sydney this February 12-13th, we sat down with Eamon Waterford, CEO of the Committee for Sydney, to understand how they’re stepping up and reimagining the future of Australia’s iconic city.
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Many places are facing mounting issues around inequality, poverty, and increased political polarisation. Here are six lessons you can learn from international best practice in socially conscious place branding.
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Dive in to discover the global conditions and trends that have affected and will continue to influence nation and place branding, and three possible future scenarios place branders could be facing in the next decade.
5 best practices to start your stewardship journey
Destination organisations beginning their journey towards a stewardship model often don’t know where to start. Miles Partnership's Kristin Dunne shares five best practices in destination stewardship to get you started.
Place branding essentials: Recommended reading and listening for place leaders
Don't miss this list to discover everything you need to inspire your strategies, challenge your way of thinking, and ensure you’re putting the best foot forward.
Your Local Love
A Tinder-branded profile for VisitAarhus allowed the team to engage with their prospective audience on an equal footing with flirtatious communication in search of a perfect holiday match.
Learn about Aarhus, Denmark's Award entry for Best Communication Strategy: Tourism
Maximising your ad budget: 10 tips for place brands
Paid ads can be a powerful tool for place brands. Here are ten tips to help you make the most of your ad budget and ensure your ads effectively attract businesses, residents, or visitors.
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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.