What Works

Case studies, research reports, and articles demonstrating the effectiveness of nation, city, and place branding and marketing strategies.

What Works

My City, City of Soul

The historical aspect of Jackson’s music tradition was important, but to appeal to Millennial travellers it was necessary to reflect the vibrant scene that is happening in Jackson now. Developing a legitimate contemporary pop song that reflects the culture of modern Jackson would be key for Jackson’s tourism efforts.

label_outline Design
What Works


Travellers in the 21st century don't engage with tourist boards like they once did. So instead, Cape Town Tourism reached out to their best asset - the local Capetonians - and asked them to invite the world into their homes.

label_outline Citizen Engagement