Importance of the place brand
Once dubbed ‘nation branding’, marketing a specific area towards a target demographic has widened to encompasses places on every scale. From nation, to region, to city, and even individual building, successfully branding and communicating a destination can significantly contribute to its economic and social success.
Given the variable nature of place, which is influenced by factors such as location, culture and accessibility, there is no ‘one size fits all’ strategy. Yet, collating the differing approaches can help each place brand inform the other.
The City Nation Place Global Conference, which is being held on 9 and 10 November, will create an environment which allows professionals from the place brand and marketing sphere to join and consider the positive and negative aspects of place brand approaches. This is all while forming lasting relationships, with expertise from a variety of areas invaluable in such globally testing times.
Indeed, place branding techniques continue to mature and develop throughout the shifts and changes of the world. City Nation Place brings professionals, academics, representatives, and everyone in between together, for discussions and debates on the best strategies for successful future place branding.
The two-day event will begin on Wednesday 9 November, with a place leaders ‘think tank’. This is a day of presentations and workshops, open to government-funded organisations, consultants, media and think tank delegates.
Thursday is the ideal day for seasoned place brand professionals, as well as those beginning to develop their place brand strategies. City Nation Place Global Conference brings together speakers from New York, Amsterdam, Sweden, Berlin, Great Britain, Nepal, Costa Rica, Lisbon, Luxembourg and Hong Kong, to offer a truly global perspective on proceedings.
Sessions include ‘Offline vs online reputation on the world stage’, ‘Weathering the storm: managing a place brand in challenging times’, ‘Unlocking accountability with KPIs’, and ‘Putting FDI and talent attraction centre stage’.
There are also two breakfast place branding and communications workshops, available on a ‘first come, first served’ basis. Choose between ‘Benchmarking your brand’, with Chris Fair, president of strategic place brand consultancy, Resonance Consulting, or ‘New narratives: travel storytelling for destinations’, with Jackie Hunter, EMEA managing editor for content agency WSJ. Custom Studios at the Wall Street Journal EMEA.
In the current climate of uncertainty, the power of a place brand is an increasingly crucial consideration for local governments, boards and tourism bodies. With the aim of attracting business, travel and investment to a specific area, public perception and potential investment interest is vital.
The City Nation Place Global Conference will address these issues to provide an informative discussion and global perspective on the importance of place branding.
Think Tank tickets are only available to those attending Thursday’s conference, and require an additional fee.
