Marketing, Communications and Events
Place managers narrate and communicate the identity and outward facing mission of the place to residents, tourists, businesses, and other stakeholder groups, thereby communicating the place’s unique brand. By expressing the identity of the place, the brand should invoke a sense of place, leaving individuals with the intangible feelings that one gets when engaging with the authenticity of the place.
The brand is used to market the place to these various stakeholder groups, attracting and inviting them to live, work, play and invest in the place. A diversity of tactics are used to market a place ranging from events, messaging, online engagement, street-level activation and more.
My Bad Reputation: Overcoming a Place’s Negative Perception
They say perception is reality, but often negative perceptions about a place obscure positive changes, inhibiting growth and success. Whether the narrative is about high crime rates or inauthentic tourist traps, changing perceptions can require a multi-prong effort. Using case studies from a variety of locations, panelists will discuss how tools such as audience research, re-branding and press strategy can highlight local assets and reshape the narrative.
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