Case Studies & Examples

Case studies and examples of how cities, regions, countries and destinations approach their positioning, branding and development. Some are written as showcases or practitioner perspectives, others are interviews with the people responsible for a place’s strategy, from Minneapolis–Saint Paul and Hamburg to Canada, Vilnius and Emilia-Romagna.

Each piece looks at what a place is trying to achieve, how it works in practice, and what others can learn from it. For conversations about the field more broadly, see our Interviews and the Who is Who.

Themba Khumalo on South Africa’s Destination Marketing Strategy and Response to the Corona Crisis

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Themba Khumalo on South African Tourism's approach to destination marketing and how it addresses the coronavirus crisis.

Consol Vancells Casanovas on Barcelona City Branding, Co-Creation and Storytelling

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Consol Vancells Casanova shares how the image and identity of Barcelona have changed over the years, and why co-creation and storytelling are especially important for city branding, following the COVID-pandemic.

Gieri Spescha on the Regional Branding Strategy of Graubuenden in Switzerland

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Brand Graubünden CEO, Gieri Spescha shares how the canton (region) in Eastern Switzerland approaches regional branding, going beyond tourism.

Eva Jilkén on How to Attract Talent to the Countryside: Example Landsbyggare in Sweden

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Eva Jilkén shares how the concept of Landsbygarre has helped the scenic countryside of the High Coast of Sweden to attract talent and driven entrepreneurs ready to enjoy a laid-back lifestyle close to nature.

Ank Hendriks on How Utrecht Uses City Branding to Promote Healthy Urban Living

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Ank Hendriks, city marketing manager for Utrecht in the Netherlands, in this interview shares her experience of establishing a place branding strategy, the challenges and trends likely to affect city branding in the near future.

Seeing Azerbaijan From a New Point of View – Destination Branding by Landor

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Azerbaijan wasn't well known and when people knew about it, their perceptions were often outdated. Brand consultancy Landor explains how its destination branding strategy helped to change this.

Peter Kjeldbjerg on How Struer Became The City of Sound

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Peter Kjeldbjerg shares how Struer became the City of Sound: a talent attraction and city branding example from Denmark.

How a Place Brand Balance Sheet Can Help to Measure City Branding Impact: Example Horsens, Denmark

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How to measure city branding success? Ole Have Jørgensen shares his experience of working with the city of Horsens in Denmark, especially how a place brand balance sheet can help determine return on investment of place branding initiatives.

Tessa Jacques Antoine on Investment Opportunities, Talent Attraction and Brand Haïti

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Tessa Jacques Antoine in this interview shares the story of Haïti, its country branding and how the small island state is working towards attracting investors and talent.

How Antioch in Northern California Became the City of Opportunity | A Rebranding Story

Editorial Team -
Why and how the Northern Californian city of Antioch went through a rebranding process: a city branding case study told be David Kippen, co-founder and director of Evviva Brands.

Country-of-Origin Branding: The Story of Turkey, Kernel & Roast

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How country-of-origin can be used to brand a store, and how branded stores can feed back into the strength and reputation of a country's brand: example of Turkey and Kenel & Roast's flagship store in London, UK.

Brian Mullis on How Guyana Promotes Sustainable Tourism Through Innovative Destination Marketing and Management

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Brian T. Mullis in this interview shares how the South American country Guyana approaches sustainable destination development by focusing on community-based tourism and value over volume in its destination marketing.

Bruno Marti on How to Brand a Hotel: Example 25hours

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How to brand a hotel? How to use smart design and create unique experiences for that special identity and brand which conscious guests can identify with? Bruno Marti tells us how 25hours Hotels do it.

Sithembile Ntombela on How South Africa Approaches Destination Marketing and Nation Branding

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Sithembile Ntombela in this interview introduces us to South Africa's approach to destination marketing and nation branding. Learn about South Africa's economic and social reality, investment opportunities and how Brand South Africa works towards strengthening a shared national identity.

Auckland

Editorial Team -
Winner of City Nation Place's ‘Place Brand of the Year 2020’ award, every stage of building Auckland's city brand is notable. In this interview, Shelley Watson, Head of Marketing and Clare Barker, Brand Manager at Auckland Unlimited explain how their award-winning city brand came into being.

Begüm Tatari on the Brand Positioning and Marketing Strategy of the City of Izmir in Turkey

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Begüm Tatari in this interview shares her experience of helping the Turkish city of Izmir with its city branding strategy and implementing its city marketing, especially the bid to be host city of the EXPO 2020.
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