Trends & Insights

Blog posts bringing together takeaways from events, interviews, and our conversations with place branding practitioners around the world that suggest important trends, or provide inspiring ideas.

Trends & Ideas

#FakeNews

Andreas Sandre, Author of 'Digital Diplomacy: Conversations on Innovation in Foreign Policy,' and Press & Public Affairs Officer, Embassy of Italy in the US
Triinu Rajasalu, Public Diplomacy and Media Relations, Ministry of Foreign Affairs, Estonia
Jenny Ljung, Head of Global Communications Unit, The Swedish Institute

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label_outline Social Media Digital Reputation Reputation
Trends & Ideas

Bleisure: an opportunity to market to a new kind of tourist

Bleisure travel, whereby business travellers extend their work trips for leisure purposes, is a fast-growing worldwide phenomenon.

According to a recent study by CNBC, over three quarters (77 per cent) of international business travellers have taken a “Bleisure” trip in the last 12 months, with the typical stay lasting an extra three to four days.

label_outline Tourism Destination Marketing Private Sector Data
Trends & Ideas

The Future of Travel

Cities the world over are planning furiously for their futures. But what does the future hold for travelers who visit them? How will they get there? Where do they stay when they do? What will they explore? How will they capture and share memories of their encounters? National Geographic Travel knows that tourism is booming, but in an increasingly globalized world, how do the destinations we love manage environmental impacts from legions of new fans?

label_outline Tourism Destination Marketing
Trends & Ideas

FinTech: standing out in a ubiquitous market

From Blockchain and crypto-currencies to retail banking, FinTech has exploded onto the global stage. Average global adoption now stands at 33%, up from 16% in 2015 and one-third of consumers utilise at least two or more FinTech services and are increasingly aware of it in their daily lives. (Ernst and Young FinTech Adoption Index)

The emergence of ‘FinTech hubs’ has mirrored this growth.

label_outline Investment Promotion Citizen Engagement Digital Reputation
Trends & Ideas

Topical Issues for Place Branding Strategy

As controversy continues to rage in the United States over Nike’s Colin Kaepernick ad campaign, it turns the spotlight on the “values” of the brand.  Brands have always been about more than the logo or slogan: brand managers have always focused on brand values to create customer loyalty.  But in recent years companies have had to think more carefully about how the statements of CEOs around political issues will impact on customer perceptions, or on whether their communication strategies can add to their brand values by making statements about societal values.  So what about place brands?

label_outline Reputation Digital Reputation Social Media Place Branding Cultural Heritage