Middle East

How to implement a bottom-up approach to country branding

In 2011, Vibe Israel began the task of igniting new conversations that would challenge the international perception that Israel was little more than a site of conflict. Before the City Nation Place Global conference, the CEO of Vibe Israel, Joanna Landau, explained to us what they mean by "bottom-up country branding" and how they worked to implement such a monumental image change.

label_outline Place Branding Citizen Engagement Destination Marketing
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