What Works

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

What WorksEuropePlace BrandingPlace Brand of the Year2018Scotland5m-10mUnited Kingdom [UK]

Launching Brand Scotland

Four years after the launch of Brand Scotland, they're leading the way in sustainable development. We're excited to have Claire Prentice, Head of Brand Scotland Marketing, at City Nation Place Global to share her experience of putting SDGs at the centre of their strategy and balancing the challenges of collaboration and competition. Get a sneak preview of where it all began here with their 2018 City Nation Place Awards entry.

label_outline CollaborationPlace BrandingSustainability
What Works

How Greenville, South Carolina built its place attractiveness and reputation – and resilience through COVID

Mayor Knox White of the City of Greenville shares how Greenville's placemaking focus on mixed-use development, walkability, and green space promoted the city's resiliency during the pandemic, and how increased recognition in the value of developing your quality of life proposition drives investment.

label_outline Destination ManagementEconomic Development Place BrandingPlace Making
What WorksCitizen EngagementEuropePlace BrandingFinlandBest Citizen Engagement StrategyWinner20185m-10mBest Use of Social Media

Checkout247: the grocery conveyor belt that promoted Finnish Independence

On the eve of Finland’s independence centenary in December 2017, the goal was to create a moment of togetherness - a low-threshold way for Finns to join in and tell the narrative of Finland - using the simple medium of a grocery conveyor belt.

label_outline Citizen EngagementSocial Media
What WorksEuropePlace BrandingLithuaniaBest Use of DataWinner20202.5m-5m

The strategy for presenting Lithuania abroad

Since 1996, Lithuania has made several attempts to build a national brand. Unfortunately, historically, these efforts have not been very successful. Taking into consideration the previous lessons learnt, the Brand Lithuania Group has decided to build a new strategy for presenting Lithuania abroad based on strict nation brand methodology surveys

label_outline DataPlace BrandingReputation
What WorksEconomic DevelopmentNorth AmericaCanadaBest Communication Strategy2020>250kMount PearlBest Use of Social Media

Welcome to Mount Pearl

Many economic development advertising campaigns follow the same predictable formula, serving up a laundry list of forgettable facts, features, and financial incentives. Find out how Mount Pearl broke away from the formula by creating an attention grabbing rap video to tell the city’s story in an irresistibly funny, but honest way.

label_outline Destination MarketingEconomic Development Place Branding