City Nation Place Global
9th annual City Nation Place Global, London
10
Nov
Engaging your private sector in the development of a unified city-brand – Case study: Brussels
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We all know a unified destination brand is a complex process that involves multiple layers of stakeholders and is developed from the bottom-up. But rarely do we talk about the role of private sector organizations in the development of destination brands.
They are key ambassadors to their destination: they recruit, engage with their community, and impact the visitor experience. Join this session to learn:
- How to involve private sector stakeholders from the ground-up to create a more meaningful and consistent destination brand experience
- Understanding and managing the brand management challenges
Speakers
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Jeremie is a global expert in destination strategy and branding, with more than 20 years of experience in various strategy, consulting and entrepreneurial roles. At Resonance, Jeremie launched and spearheaded WRLDCTY, our global forum for urban innovation and currently leads our destination strategy practice across the world. Highlights include development and management of the new international unified brand for the Brussels Region, helping Christchurch New Zealand update their story, advising Houston on its brand strategy alignment, and developing the business case and narrative for a new major mixed-use development in downtown Miami.
Previously, Jeremie founded and led a destination marketing agency in France that disrupted the industry. There, he led some of the country’s largest economic development and tourism campaigns. Jeremie also held senior positions at global brand consultancies FutureBrand and Interbrand, and NYC-based culture-agency MATTE where he advised iconic brands such as Airbnb, Equinox, Marriott, Accor, Allianz and Nespresso on their brand strategy, experience development and growth trajectory. He also ran an event production company where he produced high-profile B2C events, including a 5,000-person dance party with the Concorde jet at the Bourget Airport.
Annemie Verschueren is Media & Communication Director at visit.brussels. She has built herself a sterling career in advertising and communication, which has ranged from managing communication plans for small, local brands to participating in award-winning advertising campaigns for large, international names. Brussels has always played a central part in both her private and professional life. It was the prospect of channeling her passion for the capital to contribute to its national and international attractiveness and reputation which drove her to make the bold career move of joining visit.brussels during the covid-pandemic in 2020. She will be happy to share with you how visit.brussels is engaging both private and public stakeholders to build a unified city-brand strategy.