A city is a community. Place brand managers must keep in mind that a superficial campaign may attract tourists in the short term, but is likely to alienate locals. To them, their city, region or country cannot be dressed up in a slick brand — it is what it is, warts and all. Efforts to shape how their home is perceived can lead to resentment. Public money is better invested by actually improving a place and making it better for those who live there as well as those who are considering visiting.
Marketing alone is easy to see through. A country is certainly more than just a brand, and a strong brand needs to be more than just PR. Money alone, however, is unlikely to be enough: effective place branding also takes time and requires a willing ear. As Kaefer mentioned, talking through branding projects with local people is vital. If you were to ask people what makes France French or Manchester Mancunian, they would each come up with different answers.
Low-cost airlines have opened up the market, and destinations must work harder than ever to attract visitors. Singapore, for example, recognised this shift by employing online influencer Mikael Daez to boost its appeal. It will always be challenging to make something as contrived as a slogan represent something as authentic as local culture.
However, when cities, regions or countries get it right, they can deliver benefits for visitors and residents alike. Notice: JavaScript is required for this content. They are homes For many, however, places are more than just marketing tools. Leisure and culture highlights of autumn Exploring Florence, the birthplace of the Renaissance. In , Forbes named our city one of the 12 best in which to start a business.
Eastbound traffic, left, approaches the Strip on Tropicana Avenue Feb. Pedestrians, silhouetted against the sunset, cross a pedestrian bridge over Tropicana Avenue at Las Vegas Boulevard Feb. Construction continues at the T-Mobile Arena Feb. It is slated to open in April on By signing up you agree to our Privacy Policy and Terms of Service. Is Las Vegas a good place to raise a family? March 29, - pm March 29, - pm.
Nationally, Las Vegas is known as the city of slot machines and hour strip clubs. Strip left reeling: Picking up the pieces after the Great Recession. March 27, - am March 27, - am. Paying with plastic: How the recession affected the way we spend. They think of gambling, nightlife, performances, hotels, and as a fabulous vacation get-a-way. For locals however, Las Vegas is a place with great weather, amazing mountain ranges, desert trails, great food, a thriving local art scene and downtown community, museums, a world-class performing arts center and affordable living.
The creative brief given to me by the City of Las Vegas called for a brand that could capture the following adjectives: iconic, timeless, progressive, modern, fresh, exciting and with a nod to the glamorous era of yesterday.
The city of Las Vegas hired multiple agencies to design the new brand. Victoria Hart BB: Why do places need rebranding? Interviews Is Your Brand Relevant? You May also Like View Post. View Post.
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