Agenda 2019

Wednesday 6 November

Morning: Optional Placemaking tours - 2 choices
Time: 10.00-12.00pm

Take advantage of one of our two carefully selected tours.

Either you can get a first-hand experience of how the region has transformed itself into an incubator for tech start-ups, or select to join the group that ventures into Shoreditch to discover the vibrant and wild side of this East London neighbourhood, known to be the hippest pocket of London.

No matter where you are in your place brand journey, our tours offer inspiration and actionable ideas for you to implement in your destination. For more detail please CLICK HERE


Afternoon: Optional Think Tank focusing on Digital Transformation for Place Branding
Time: 2.00-5.10pm

Join us for an afternoon think tank where Jose Torres, CEO for Bloom Consulting, and Chris Knight, Global Commercial Director for FDI Intelligence, will explore how place brands can ensure they are digital-first organisations.  The Think Tank is structured to enable you to learn from our workshop leaders and from your peers through round table discussions.

  • What are the tools and systems that you should be investing in to support the implementation of brand strategy and digital marketing – what can you achieve with lower budgets?
  • How do you ensure your organisation uses digital tech and data to lead to more “joined up” thinking in developing your strategy and your marketing communications

For more detail please CLICK HERE

Evening: Welcome Reception for all delegates
Time: 6.00-7.30pm


Thursday 7 November 


City Nation Place Global Conference

  • 08:00

    Breakfast Briefing - FULLY BOOKED

    From smarter, greener commutes to static and dynamic urban space design and sewage-based monitoring of population health by region, district and even street, smart technology offers endless possibilities to improve the experience, attractiveness and efficiency of our nations, cities and indeed any place we humans spend time.

    But how do space and place designers decide which technologies are right for where? Just because you can, should you? 

    And if you do, how should the technology in question work to not just create better experiences for citizens and visitors but also truly distinctive and scaleable ones that make cities, nations and places as memorable as the colosseum in Rome or the Eiffel tower in Paris? Both, after all, were technologies that defined their day. 

    We will share proprietary brand purpose and experience thinking to open this topic up. Using examples from far and wide, we look forward to helping delegates at this year’s conference truly understand what it might take to not just create enduring technology experiences but enduring city, nation and place experiences, facilitated by the right technology. 

  • 08:15

    Registration & networking

  • 08:50

    Welcome to Delegates

    Clare Dewhirst
    Clare Dewhirst
    Registration and event details
  • 09:10

    Place branding for the 2020s

    Two viewpoints – a country and a city – on how place branding strategy needs to adapt to a changing world…

    • Place branding: a Country viewpoint

      • Making the link between public diplomacy, place branding and sustainable development goals
      • Putting values at the heart of the place brand
    • Place branding: a City viewpoint

      • Putting citizens at the heart of your strategy: don’t ask what citizens can do to support tourism, ask what your tourism strategy will do for your citizens
      • Putting data and insight central to your planning and implementation
      • Ensuring your strategy is future-proofed – wherever you are starting from
  • 09:55

    Collaboration: the key to effective place branding strategy

    • City to city collaboration: London & Paris

      • Why it was decided to join forces, rather than compete, to reach an audience of US millennials
      • How a collaborative approach worked in practice to maximise reach 
      • Outcomes, lessons learned and plans for future collaboration
    • Gaining a regional advantage through collaboration: Hong Kong

      • How the nine cities of the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) are being promoted collaboratively, whilst retaining their unique positioning
      • What this means at a local level when it comes to the concept of a great neighbourhood
      • Impact on the world stage of this collaborative approach
      Edith Wong
      Edith Wong
      Chief Marketing Officer, Invest Hong Kong
  • 10:40

    Refreshments, networking 1-2-1 meetings

  • 11:20

    Breakout sessions

    Choose to attend sessions focusing on...

  • 12:05

    Breakout sessions

    Choose to attend sessions focusing on...

    • Room 1: Developing the (new) country brand strategy for Israel

      A bottom-up approach to country branding.

      • Understand how to engage stakeholders on a country brand initiative
      • Learn about the step by step process for the creation of a country brand project
      • Case study: what the Israel brand means for the majority of Israelis and how a new non-governmental structure manages the country brand

      Joanna Landau
      Joanna Landau
      Founder & CEO, VIBE Israel
    • Room 2: The China conundrum: how places can navigate the China relationship

      • Understanding the current and future challenges and opportunities of working to attract Chinese tourism and investment
      • Learn from some practical examples how to manage this growth market as part of your place brand strategy
    • Room 3: Data-led place brand strategy: Part II

      • How to create and implement a multi-layered data dashboard to drive your place branding strategy
      • Case study: how a US city developed a data dashboard to respond to the recent Amazon RFP and to drive investment attraction
      • Creating a data dashboard to provide a perspective on how the UK can respond to the impact of BREXIT on its international reputation and economic attractiveness
  • 12:45

    Lunch

  • 14:00

    Breakout sessions

    Choose to attend sessions focusing on...

  • 14:45

    Breakout sessions

    Choose to attend sessions focusing on...

  • 15:25

    Refreshments & networking

  • 15:50

    Securing the future for place branding strategies: innovative approaches to funding and stakeholder engagement

    As place marketing teams around the world are facing budget cuts or increased demands to justify their spend, this session will explore three different approaches to funding and delivering longer-term security of stakeholder support for your place brand strategy

    • Transparency and advocacy: the essential tools for financial security
    • Connecting tourism development and economic development to real benefits for citizens, business, and government
    • Setting and meeting KPIs
  • 16:30

    Branding a good country

    Finland is currently ranked as the Happiest Nation in the World and number one on The Good Country Index – so where does it go from there?

    • The Finnish approach to country image work
    • What questions should those responsible for communicating place brands be asking themselves?
  • 16:45
  • 17:05

    Announcing the winners for the City Nation Place Awards

  • 17:30

    Closing drinks reception