think locally, act globally. the new possibilities for place branding
TRANSCRIPT
Think locally, acT globally. The new possibiliTies for place branding.
by Vasily DubeykoVskiy. 9th March 2016, davos
Travel decision ModelМОДЕЛЬ «3 И»: ПУТЬ ТУРИСТА В ГОРОД
Currenttourists
Potential tourists
AWARENESS
Quantity
All t
ouris
ts
Quality Interest
IMAGE OCCASION
TourisM long Tail
popu
larit
y
products
more generic more specific
Урюпинск
Костомукша
decenTralizaTion of coMMunicaTionComms Controllability Vs # oF stakeholDers
Controllability oF CommuniCations
# oF stakeholDers
product Corporation place
decenTralizaTion of coMMunicaTiontHe future oF plaCe branD CommuniCation
1
2
place brand is the idea that: - is relevant to the place identity - unites all inhabitants
each stakeholder becomes a touch point for the place brand.
decenTralizaTion of coMMunicaTion
decenTralizaTion of coMMunicaTion
decenTralizaTion of coMMunicaTion
decenTralizaTion of coMMunicaTion
decenTralizaTion of coMMunicaTion
Think locally acT globally
contacts
Vasily DubeykoVskiyCeo at Citybranding, moscow
[email protected]+7 (925) 011-02-54
citybranding.ru/en
vk.com/citybranding youtube.com/citybrandfb.com/brand4city citybranding.lj.rutwitter.com/brandcity
conTacT
ceo at citybranding, russia