What Works

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

What WorksCitizen EngagementEuropeFinlandBest Citizen Engagement StrategyBest Communication StrategyWinner20201m-2.5mHelsinkiMiltton Ltd

#VappuAtHome: Celebrating a virtual May Day

The City of Helsinki took home our 2020 Award for Best Citizen Engagement for their creative approach that invited citizens to enjoy the May Day celebrations from home by joining a virtual concert. A year on - and with another virtual concert planned for this year's May Day celebrations - we wanted to throw back to the original campaign that wowed our judges last November.

label_outline Citizen EngagementCrisis ManagementDigital ReputationSmart Cities
What WorksCitizen EngagementEuropePlace BrandingEnglandBest Citizen Engagement Strategy20202.5m-5mUnited Kingdom [UK]Manchester

Citizens of Manchester

Achieving cut-through and investment in a crowded and competitive global marketplace requires delivering complex narratives in a compelling way. Citizens of Manchester achieves that by providing a powerful platform for The People Who Make Manchester The Place That Shapes The World. 

label_outline Citizen EngagementDestination MarketingReputation
What WorksAsiaTourismBCW LondonBest Use of Design2019Sri Lanka20m+Landor SingaporeBest Use of Social Media

So Sri Lanka Through The Eyes Of A Native

Sri Lanka had so much to offer - but it struggled to compete with more established neighbouring competitors. A new campaign showcased the diversity and beauty of Sri Lanka through the eyes of some of their greatest assets: the wildlife that make experiencing Sri Lanka so magical.

label_outline Cultural HeritageDestination MarketingSocial MediaTourism
What WorksCitizen EngagementPlace BrandingNorth AmericaBellweather AgencyBaltimoreBest Use of Design20201m-2.5mUnited States of America [USA]

Unapologetic pride: A bold new brand for Baltimore

Launched amidst the pandemic and the BLM protests, the goal of Baltimore's new brand wasn’t to sugar coat any of Baltimore’s challenges, but to tell a holistic story that differentiates the city, while celebrating the people committed to making a better Baltimore. But how did they achieve this?

label_outline Cultural HeritageDesignDestination MarketingReputation
What WorksEuropeTourismBergenBest Use of DesignNorwayWinner2020>250k

Brand Bergen

As an iconic city and region, Bergen naturally comes with an inheritance of many clichés and tired symbols – and so did the former Visit Bergen profile, created in 2000. The identity wasn’t made for digital surfaces, and the positioning of ‘Gateway to the Fjords’ could communicate that it was only as a stop-over destination on the way to somewhere else.

label_outline DesignDestination MarketingTourism
What WorksCitizen EngagementInvestment PromotionEuropePlace BrandingTourismIrelandBest Citizen Engagement StrategyBest Use of DesignPlace Brand of the Year2020>250kLimerickM&C Saatchi

Atlantic edge, European embrace

Ireland became the largest English-speaking nation in the EU in 2020, and Limerick City and County sought to maximise this opportunity, creating a brand position that unifies everything that Limerick does - and included the entire community in the re-brand process.

label_outline Citizen EngagementInvestment PromotionPlace BrandingReputationTourism
What WorksAfricaTourismBest Communication StrategyWinner2020South Africa5m-10mWesgroWestern CapeBest Use of Social Media

Dreaming of one day | Wesgro

How do you market a destination to people who are not allowed to visit and keep an industry alive when it is not allowed to operate? The answer: You get them to keep dreaming of the one day that they can. Discover more about the Western Cape's award-winning strategy here.

label_outline Crisis ManagementDestination MarketingSocial Media
What Works

A guide to brand storytelling that will differentiate your marketing as the world emerges from lockdown

Jim Piercy, Group Creative Director for the Trust, WSJ, joins Leigh Dawber, CMO at Cape Town Tourism, and Claudia Valentini, Head of PR & Communication Foreign Services for Apt Servizi Emilia Romagna, share strategies for digging deeper into your brand storytelling and engaging your target audiences through storytelling.

label_outline DataDestination ManagementTourism