Who is Who
Mary Harris
Global Place Brand Expert and Founder, Bird Global Advisory
With over 25 years of experience, Mary Harris has made her mark on the global stage by helping destinations craft powerful and authentic brand stories. As the driving force behind M&C Saatchi’s destination marketing division, Mary advised governments, tourism boards, and investment bodies on how to attract visitors, talent, and investment through compelling narratives.
Now, as the founder of Bird Global Advisory, Mary is unlocking the potential and relevance of places worldwide, helping them build brand equity and connect with global audiences in every project she undertakes.
Place branding is about much more than creating a logo or a tagline. It’s about building a long-term narrative that reflects a place’s true essence and resonates with global audiences. By tapping into local culture and values, I ensure that every destination I work with feels authentic, relevant, and future-ready.
Signature Projects
Mary's expertise encompasses all sectors involved in place marketing—airlines, airports, attractions, hotels, real estate, cities, and nations—addressing key aspects of place development such as FDI, tourism, diaspora engagement, and talent attraction.
Her proprietary 'scale' model has been pivotal in crafting destination strategies that appeal to target audiences and promote sustainable growth. Mary excels in managing complex, high-level stakeholder environments, including collaborations with heads of state and senior officials, ensuring brand vision alignment throughout execution.
Some projects of note include:
- Limerick: Developed the brand identity “A Different Kind of Energy,” a unique narrative that unified tourism, foreign direct investment (FDI), and culture, positioning Limerick as a dynamic and forward-thinking destination.
- Bahrain: Created a new tourism brand for the Kingdom and spent nearly a decade working with the Bahrain Economic Development Board to promote economic growth and attract investment.
- Oman: Launched a tourism campaign that leveraged Oman’s unique positioning during the Qatar World Cup, bringing global attention to the country.
- London: Worked with London & Partners to revitalise international tourism after the pandemic, helping bring visitors back to one of the world’s most iconic cities.
- Croatia: Was part of the working group set up by the President to identify the ingredients of Brand Croatia.
Approach
Mary’s expertise covers all facets of place marketing, including strategic brand consultancy, creative campaign development, stakeholder management, and reputation building. She ensures that the place brands she works with tell an authentic story that grows stronger at every touchpoint through effective implementation and long-term planning. Her seamless transition from strategy to execution makes her a trusted partner for projects needing both creativity and strategic insight.
Mary is also interested in how AI can enhance place marketing by enabling more personalised and scalable campaigns.
Workshops & Training
In addition to her strategic consulting work, Mary frequently runs workshops and training sessions for place marketing teams. These sessions cover everything from brand development and stakeholder engagement to strategic storytelling and practical implementation. Mary’s ability to distil complex ideas into actionable steps also makes her an in-demand facilitator for organisations looking to elevate their place marketing efforts and reveal relevance in everything they do.
Awards + Recognition
Mary’s work has been recognised by prestigious industry awards and she is a frequent judge for organisations like the City Nation Place Awards and the Lloyds National Business Awards and has spoken at City Nation Place and other global conferences.
Mary founded the HERE Network, the place for women who put places on the map. A group to increase diversity within place marketing.
Bird Global Advisory
Bird is a London-based agency specialising in uncovering the unique relevance of places and brands around the world. It offers services ranging from brand strategy and design to creative campaigns. The team is personally committed to helping clients achieve success, fueled by curiosity and a passion for making a difference. Founded in 2024, Bird is small but ambitious, dedicated to delivering high-quality advertising, branding, place marketing, and communications solutions.
For more information, visit: www.birdglobal.co
Get in Touch
Mary is always open to new collaborations. Reach out to explore how her expertise can help your destination stand out, grow, and reveal its relevance on the world stage: