Place branding is a marathon – not a sprint. It can take decades to move the needle on perceptions of your place and build your reputation. However, in doing so, a cohesive place brand strategy creates the foundations for the long-term success of your place.
As City Nation Place heads into its tenth year, join us on this free webinar to unlock the secrets behind long-term place branding success. You’ll hear from past winners of the CNP Place Brand of the Year award, as they share their formulas for crafting a strategy that will stand the test of time.
- Mincke Pijpers, Head of Strategy & Marketing at Leiden&Partners, the latest winners of the Place Brand of the Year award, will explore the development process underpinning the creation of their new place positioning and how they planned for a longer-term legacy beyond their year as European Capital of Science.
- Adriana Acosta, Country Brand Director for essential Costa Rica, Place Brand of the Year winners in 2019, will be reflecting on the evolution of their positioning and what lessons they’re taking from the past decade as they launch their next ten-year strategy.
- Andrea Nylund, City Innovation Lead at Oslo Business Region, will unpack what their place storytelling looks like ten years after winning the inaugural Place Brand of the Year award in 2015 with the launch of their new place brand strategy, and will explore how it has delivered real change for the city.
From quantifying the impact and long-term benefits of a successful place brand to developing a strategy that grows and evolves alongside your place, make sure you join us on March 14th to discover actionable insights to ensure an enduring legacy for your place brand strategy.
Struggling to connect? - email stephanie@citynationplace.com
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SpeakersClare Dewhirst Director City Nation Place
Adriana Acosta Rivas Marketing, Communication, & Country Brand Director PROCOMER [Costa Rica]
Mincke Pijpers Head of Strategy & Marketing Leiden&Partners
Andrea Nylund City Innovation Lead, Oslo Business Region, and Co-Developer Branding Oslo
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Clare is the founder and director of City Nation Place, the global forum for place branding and place marketing. City Nation Place creates connections and shares best practice between country brands, regional brands, and city brands around the world through articles, interviews, surveys, white papers, a membership group, and conferences.
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. 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 saw 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.
Adriana Acosta is the Marketing and Communication Director of PROCOMER (The Costa Rican Foreign Trade Promoter) and oversees the strategic direction of the country brand Essential Costa Rica. Adriana has more than 20 years of experience in marketing and advertising, and she had been the head of conception and development of strategies for brands of diverse sectors such as real state, wines and distillates, premium brands, services, and fast-moving consumer goods.
Prior to joining PROCOMER, Adriana as a Marketing Director and Senior Executive, developed marketing strategies, frame and conduct marketing research, develop customer journeys and lead the social media and advertising strategy for different clients and companies. She also explored her entrepreneur side creating and managing her own advertising agency for 8 years.
Adriana is graduate of the Costa Rica University of Communication and Advertising program and has an MBA in Marketing. She has experience developing new business, leading marketing teams, managing the relation with advertising, social media and public relations agencies, commercial partners, press media and events agencies and has served as the spokesperson of different companies.
Mincke has been working for Leiden&Partners over 8 years now and is responsible for the city marketing of the city of Leiden. The goal, in addition to being the host of the city, is to put the Leiden brand on the map, aiming to achieve a qualitative growth in the number of visitors, conferences, students and investments. Additionally, the objective is to establish a connection between the vital city and its residents. Leiden&Partners fulfills this mission through its divisions city branding, regional marketing, Leiden Convention Bureau, International Centre Leiden and the Tourist Office. As the Head of Marketing & Strategy, Mincke supports the positioning of Leiden and ensures it is supported by the numerous partners in and round the city. One of the projects was 2022, the year where Leiden was European City of Science.
Andrea is a serial entrepreneur with experience launching and scaling companies in energy, sustainability, and corporate social responsibility. Originally from California, she relocated to Oslo in 2017 and has had various roles focused on building Oslo’s innovation ecosystem. As City Innovation Lead at Oslo Business Region, the city’s business development agency, she helps technology startups scale through innovative pilot projects, talent attraction and retention initiatives, and international brand building.
Prior to joining Oslo Business Region, Andrea was Special Advisor, International Brand Management at Oslo Region Alliance, representing 65 municipalities in the Greater Oslo Region. She developed programs and tools for attracting and retaining international talent and investment in close collaboration with municipalities, industry clusters, incubators, corporates, and academic institutions.
She co-developed Oslo's brand guide, "Branding Oslo," a joint project by Oslo Region Alliance, VisitOSLO and Oslo Business Region. The guide is a digital summary of Oslo’s Brand Management Strategy, first conceived in 2015 and still in use today.