Countries, regions, cities, communities, airports, museums. Places and destinations come in all shapes and sizes and these days it seems as though everywhere is trying to brand themselves. Destinations need to find their own point of difference and differentiate themselves, but how to you do that?
Julian Stubbs, from the agency UP THERE, EVERYWHERE, will guide you through this complex journey to align the multitude of stakeholders behind any destination. As a speaker at the upcoming MARCOM 13 event, to be held June 13 in Amsterdam. Julian will speak on Destination Branding and Place Marketing from 14:40 – 15:10 in the Adformatie Groep Lounge.
Julian Stubbs and Place Brands
Julian Stubbs is an international brand strategist and the man behind the branding of Stockholm as The Capital of Scandinavia. He has recently been invited to work with the city of Oslo in developing their new brand strategy. This work has attracted a high degree of media attention in Norway and been covered by both local and national press and radio. Julian is a regular speaker at events on the topic of Place and City branding
MARCOM 13 Material
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More about the Program
Destinations need to find their own point of difference and differentiate themselves, but how do you do that? The world is becoming ever more global, a trend we have seen accelerate rapidly over recent years. Global air travel has not only become quicker over the past twenty years, but it has become considerably cheaper and easier. So today we travel the world more than ever, which has driven the globalisation of business and has led to a similar mobility of employment.
Inward investment helps attract and develop: jobs, money, security, infrastructure, regional rebirth. When it comes to inward investment, which we can define as encouraging businesses and companies to invest in a destination, the growth of globalisation has given organisations a wider choice than ever as to where they can base themselves. We have seen a similar trend when it comes to leisure and tourism. Thirty years ago we all had less leisure time and travel was relatively much more expensive. Today we expect to have summer holidays on the other side of the world, skiing holidays in winter, take weekend breaks once or twice a year and to be able to buy holiday homes, often hundreds, even thousands, of miles from where we live. One of the other key drivers of these trends has been the arrival of the Internet. Far off places suddenly seem more accessible and information and pricing easily comparable, again helping to drive down costs.
So, it’s a different world. A world in which Destination Branding and Marketing has grown and is more important than ever. It’s good for tourism and good for business.
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UP THERE, EVERYWHERE is the first global cloud based agency. We focus on helping clients with sophisticated products and services that make a difference to the world. With over 130 people world-wide we help our clients globally with strategic brand, marketing and communications.