City Nation Place Global
9th annual City Nation Place Global, London
10
Nov
Small cities and destinations punching above their weight with strong brand narratives and big ideas
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Smaller cities and destinations can often be overshadowed by their larger and more established competitors when it comes to awareness, consumer recognition and budgets. So how can destinations, secondary and smaller cities punch above their weight with a strong brand narrative?
- Should the approach be to focus on particular assets and use these to stand out in a crowded marketplace to have a louder share of voice?
- Learn about the opportunities that smaller destinations and cities can capitalise on to reach their target audiences most effectively
- Hear from industry leaders who have enjoyed success in the past through branding and marketing efforts
Speakers
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Tracy Vaughan, SVP Global Trade Development at Visit Lauderdale is responsible for the bureau’s global transient sales initiatives. With over 30 years tourism experience, Ms. Vaughan has travelled extensively on 6 continents, building a network of industry colleagues.
Ms. Vaughan established herself within the Florida tourism industry as she advanced through the ranks at VISIT FLORIDA. As director, international marketing, she led the design and implementation of multiple bespoke marketing ventures which generated more than $3 million in revenue annually.
Ms. Vaughan adopted Fort Lauderdale as her home and is one of the city’s biggest boosters. She is an avid cyclist, an activity that allows her to explore Fort Lauderdale and embrace the city’s diversity and many charms.
After starting her career in PR & Comms within visitor attractions, Julia has worked in destination marketing for the last five years, both within the Tees Valley Combined Authority and currently in the newly-launched Destination Management Organisation for the Harrogate district, Destination Harrogate.
Destination Harrogate is the DMO for the Harrogate district, which includes Boroughbridge, Harrogate, Knaresborough, Masham, Pateley Bridge and the city of Ripon, as well as Nidderdale AONB – all located within Yorkshire in the UK. Destination Harrogate is a DMO with big ambition, launching its new Destination Management Plan earlier this year setting out plans to become a first choice Health & Wellbeing destination, a place for exceptional events and recognised for responsible tourism
As Managing Director of MMGY Europe, Jonathan Sloan brings more than 25 years of marketing and PR experience in the travel, hotel and restaurant sectors. In his role, Jonathan works across a portfolio of travel and tourism clients offering integrated marketing services across Europe and the Middle East.
An energetic and passionate member of the travel and hospitality industry, Jonathan offers a wealth of industry knowledge and experience having worked with major tourism destinations, hotel brands, tour operators, restaurant brands and media houses. Previously, Jonathan was with MMGY Hills Balfour in London for 17 years, with the last 10 years in the role of Managing Director. He’s also been actively involved with industry associations and committees including The Travel Media Awards and Visit USA Association and has been included in the PR Week Power List on a number of occasions.