For the 10th edition of City Nation Place Global, professionals representing cities, regions, countries, and agencies gathered in London to share ideas, strategies, and stories. Representing The Place Brand Observer, our Associate, Silvana Fabeiro, attended her first such event and found it an inspiring and energising experience.
“I had the pleasure of meeting incredible professionals, connecting with partners and community members, and listening to a range of voices—from emerging talent to seasoned leaders. The ideas and data are still sinking in!”
Here are some of the key takeaways Silvana shared with us when she was back.
City Brand Research: Insights That Inform Strategy
Brand Finance’s Konrad Jagodzinski and Artur Bryzghalov presented findings from the second annual Brand Finance Global City Index. London, New York City, Paris, Tokyo, and Dubai are the top five city brands highlighted in the study, showcasing strengths in Familiarity, Reputation, Culture, and Business & Investment. The presentation also explored key drivers of city reputation and how data can refine place branding strategies.
Resonance’s Chris Fair shared fresh insights from their recent survey with IPSOS, which explored changing international travel patterns. The survey examined preferences for visiting, living, and working in cities and countries globally, and Chris shared how understanding these patterns can help refine place marketing strategies. Although the top countries for international arrivals in 2023 were no surprise—France (100 million tourists), Spain (85 million), and the US (66 million)—the fact that Istanbul is now the city with the most international arrivals (20.2 million in 2023) did raise an eyebrow or two. It was followed by London (18.8 million) and Dubai (16.8 million), a testament to the importance of airports serving as regional hubs.
Place Branding in Action: Stories of Innovation
Silvana particularly liked that the event showcased innovative approaches to addressing local challenges through branding strategies. Her top picks:
- Tasmania: Jessica Radford presented initiatives tackling resident concerns about youth literacy, aspirations, and confidence. Projects like the Tasmanian Ideas Lab and Little Tasmania aim to instil pride and skills in young residents, reflecting Tasmania’s ethos of “you can do it too.”
- Catalonia: Patrick Torrent, Executive Director of the Catalan Tourist Board, shared collaborative efforts to address overtourism, engaging communities and the hospitality sector in sustainable solutions.
- Faroe Islands: Guðrið Højgaard discussed how community priorities, particularly conservation, shape their tourism strategy, positioning the islands as “more a home than a destination.”
- Costa Rica: Adriana Acosta highlighted digital strategies promoting biodiversity and sustainable tourism.
“I was truly inspired by how these places use branding to address real societal challenges and create lasting positive impact. This is exactly what the Place Brand Impact Story Awards are about, so a strong focus here at TPBO,” Silvana shared.
Celebrating Marketing & Branding Excellence: CNP Awards 2024
The City Nation Place Awards celebrate creative thinking and innovative approaches in place branding and marketing, with a specific focus on individual campaigns. Great work, worth being celebrated!
- Leadership Award: Maria Lypiatska, Brand Ukraine
- Future Leader: Samantha Crawford, Brand Scotland
- Best Citizen Engagement: Brand Tasmania for initiatives like Little Tasmania
- Highly Commended: Marca Chile
- Best Communication Strategy, Economic Development: Action Greensboro
- Best Communication Strategy, Place Brand: Brand Scotland
- Best Communication Strategy, Tourism: Tourism Tasmania
- Highly Commended: Alaska Travel Industry Association
- Best Placemaking Initiative: Wonderful Copenhagen
- Highly Commended: Explore Asheville powered by Buncombe County Tourism Development Authority
- Best Use of Data: Destination Canada
- Highly Commended: Bloom Consulting & esencial Costa Rica
- Best Use of Design: Lantern & Norfolk Coast
- Highly Commended: Marca Chile
- Place Brand of the Year: New Zealand
Future: Focus on Dynamism, Collaboration, and Growth
Throughout the event, Silvana noted recurring themes shaping the future of place branding:
- The growing role of collaboration between public and private sectors.
- The need for dynamism and adaptability in branding strategies.
- The importance of KPIs to measure and refine impact.
With thanks to our Who’s Who member, Clare Dewhirst, and her team for inviting Silvana to join the event—and for continuing to create such a unique platform for place branding and marketing professionals to meet face to face!
