Place Marketing & Place Branding

Lausanne, Switzerland

Basics for educational and analytical purposes

Place Marketing & Place Branding Renaud Vuignier PhD candidate and research assistant Swiss Graduate School of Public Administration (IDHEAP) University of Lausanne (UNIL) [email protected]

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Renaud Vuignier 2014 UNIL - IDHEAP [email protected]

Place brands in France (Thébault, 2013)

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The case of Swiss cantons (Vuignier, 2014)

© Renaud Vuignier 2014 : from online logos

Place brands in Europe by Baur & Thiéry (2013b) to the le> and E. Oliveira (2014b) to the right

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"beyond logos and slogans" (G. Ashworth & Kavaratzis, 2007)

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Logo, slogan, and communication campaign? à Cincinnati, Ohio, USA https://www.youtube.com/watch?v=KJfcf1n21Ig

Much more!

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Titre de la présentation mardi, 23 février 16

Can we market and brand a place ?

The question remains, but to a certain extent we do it since 1900. What’s new then? à The emergence of a scientific discipline. à Practices have evolved. 8

Practices from… 1900 !

De gauche à droite : - 1890 : Switzerland : Jura-Simplon Railway, affiche : lithographie en couleur ; 106 x 76 cm, Lithographische Kunstanstalt Frey & Söhne (Zürich), Réseau des Chemins de Fer Jura-Simplon (Bibliothèque nationale suisse, 2015). - 1893 : Genève, Affiche Chemins de fer de Paris-Lyon-Méditerranée, Imp. A. Bellier & Cie (Paris-Bordeaux), Ateliers François Hugo d'Alési (Paris) (Bibliothèque nationale suisse, 2015) - 1904 : CFF/SBB, affiche : lithographie en couleur ; 75 x 105 cm Schweizerische Bundesbahnen. Publizitätsdienst, Polygraphisches Institut AG (Zürich) (Bibliothèque nationale suisse, 2015)

Vancouver in 1960

(from 30’’ to 1’) https://www.youtube.com/watch?v=GOkTF8Rz9UQ

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How much does place marketing cost? à  Considerable amounts

‘These

spending patterns are mirrored in an international context with place marketing budgets ranging from US$6 million in Portugal to US$15 million in the Lombardy region and to US$33 million in Singapore (Langer, 2001). In the United Kingdom, Young and Lever (1997) found that in the 1995-1996 period 93 per cent of local authorities were involved in place marketing activities spending an average of £279,600 each. In the United States Kotler et al. (1993) estimated that 10 per cent of all leading newspaper advertising is used for marketing places. Another study conducted by CNN revealed that communities and regions in the United States spent US$538 million in marketing their locations (Piggott, 2001, as cited in Morgan and Pritchard, 2002).’ 10

Reference : Jacobsen, Björn P. (2009). Investor-based place brand equity: a theoretical framework. Journal of Place Management and Development, 2(1), 70-84. doi: 10.1108/17538330910946029

A place is not a product, a service or an organisation. What does it change in terms of marketing? à  Specificities 1.  Durability: a long run process inscribed in history 2.  Place identity and place attachment: ‘People own the place’ 3.  Stakeholders : leadership and control issues 4.  Political processes 5.  Complex regulated environment 6.  Overlapping perimeters 7.  Multi-dimensionality of places 8.  Heterogeneity of target groups à Impact on the ‘room of manœuvre’ and ‘leeways of manageability’ in terms of marketing 11

What about the ‘place’ in place marketing ? (in line with Warnaby and Medway, 2013)

Various approaches «  Geographical «  Politico-institutional «  Economical «  Anthropological «  And more Place possesses a double nature: material and symbolic à Place is the result of the symbolic construction of an identity by a group

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Dimensions of place • 

Geography and geology

• 

Landscapes

• 

Land planning

• 

History

• 

Politico-institutional and economic aspects –  –  –  – 

Stability Financial power Economic competitiveness Socio-economic situation

Material (tangible)

• 

Facilities

• 

Flagship monuments or buildings

• 

Flagship projects or clusters

• 

Flagship events

• 

Infrastructures

• 

Culture and traditions

• 

Quality of life

• 

Image

• 

Reputation

• 

Identity

hybrid symbolic

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Place dimensions Geography and geology

•  Natural beauty and features: mountains, lakes, forests, etc. •  Geopolitics: political borders •  Strategic geographic location (heart of…, hub, etc.) Landscapes •  Beauty •  Cleanness and maintenance Land planning (zoning, efficient planning)

History •  History and famous people •  History and past: facts and constructions (political sociology perspective) Politico-institutional and economic aspects (many elements come from Kotler 2009) •  Stability Political and judicial system: room for manœuvre of politicians, political parties, Democratic aspects (referendums, opposition, right to appeal, etc.) Social cohesion Security and safety •  Financial power Public finance situation (debt, budget, growth, GDP, etc.) Fiscal policy (forfaits fiscaux, incentives, taxation regimes, etc.) •  Economic competitiveness Productivity, Costs, Property concept Entrepreneurship, professionalism in contact with the market Local support services and networks, Incentive schemes and programmes Management style/culture, flexibility and dynamism Niche development High-skilled workforce, Professional and worldwide competencies, Personnel “Unexpected relevances” (Kotler 2009) •  Socio-economic situation Health conditions, Education system Unemployment: job opportunities Business possibilities Facilities (not flagship) •  Shopping places •  Cultural offer : attractions, museums, cultural, musical or art events •  Recreation and entertainment •  Sports arenas •  Festivals and occasions •  Buildings, monuments and sculptures Flagship monuments or buildings •  Landmarks (according to Jones (2011), architecture can have an important role in materialising identities) •  Well known organisation headquarters (companies, NGO, IO, etc.) Flagship projects or clusters •  Highly visible initiatives in various field (innovation, higher education) •  Mega-projects •  International labels (UNESCO World Heritage, Capital of Culture, etc.) Flagship Events •  Bid for worldwide sportive competitions (international competitions) •  Mega-events (Olympic games, Football World Cup, G8, Expo, etc.) •  Congress, conferences, fairs (Messe)

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Infrastructures (conditions, functioning and investments) •  Housing, lodging and restaurant facilities •  Roads and transportation •  Water and Power supply •  Communication and IT •  Environmental quality •  Convention facilities •  Visitor services Culture and Traditions (reality / imaginative socio-historical construction) Quality of life (Quality of life reality / Quality of life perception) Image •  Emotions linked with the place •  Imagination •  Perception of the local population (open-minded, friendly, etc.) Reputation •  Clichés •  Rankings, benchmarking, ratings •  Anchorage: already known (sport team, company or organisation headquarters, landmark, etc.) Identity •  Sense of belonging to the place (Sentiment d’appartenance) •  Feelings regarding origins and roots (Enracinement identitaire)

Overlapping perimeters : Polycentric networks

New State Spaces: Urban Governance and the Rescaling of Statehood Brenner, N. (2004)

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© Office fédéral du développement territorial

The case of Great Geneva (Vuignier, 2015) •  2 countries •  212 municipalities •  918’000 inhabitants •  550’000 daily crossborders journeys (in both ways)

-  CEVA -  Park & Ride: 51.1 % of the voters said no on May 18 16


Emergence of a scientific field of place marketing and place branding? •  Descriptive and normative approaches •  Conceptual papers •  Critical contributions •  Empirical research Yes but… à What it actually means to market a place remains largely unanswered (Berglund & Olsson 2010) à The empirical foundation is largely based on anecdotic evidences from single case studies (Lucarelli & Berg 2011) à The domain is very much ‘practioner-led’ (Niedomysl & Jonasson, 2012) à There is a lack of integrated research approaches (Chan & Marafa 2013) 17


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Place branding development according to Hankinson, 2010, p. 302

What is place marketing? Definitions from Eshuis, J., Klijn, E.-H., & Braun, E. (2014), p 153-154 Eshuis and Klijn (2012), Braun (2008), p. 43

“We define place marketing as the ‘coordinated use of marketing tools supported by a shared customer-oriented philosophy, for creating, communicating, delivering and exchanging urban offerings that have value for the city’s customers and the city’s community at large” “Place branding refers to the development of brands for geographical locations, such as regions, cities or communities, usually with the aim of triggering positive associations and distinguishing the place from others” “Place brands are symbolic constructs meant to add meaning or value to places. Brands are signs that identify places and evoke associations that imbue places with cultural meaning.” 19


Place branding vs place marketing à  Please read Govers, Robert. (2011). From place marketing to place branding and back. Place Branding and Public Diplomacy, 7(4), 227-231. Place branding is here suggested as ‘a new episode’ in the application of place marketing, because it changes the focus of the endeavour. ‘Branding is attempting to create associations with the city; associations that are emotional, mental, psychological, moving away from the functional rational character of marketing interventions. This does not mean that the functional/rational aspects are becoming less important. It signifies a change of direction in that the desired brand is what guides the marketing measures on the city’s physical environment and functionality.’ (Kavaratzis, 2004: p. 11) 20

Place branding Definition from Zenker 2014 (placebrand.eu) ‘Adapting the definition of a corporate brand for the context of place branding and in the comprehension of the brand as a network of associations in consumers' mind (Keller, 1993) Zenker and Braun (2010) define a Place Brand as: a network of associations in the consumers’ mind based on the visual, verbal, and behavioural expression of a place, which is embodied through the aims, communication, values, and the general culture of the place’s stakeholders and the overall place design. Essential for this definition is that a brand is not in reality the communicated expression or the „place physics‟, but the perception of those expressions in the mind of the target group(s).’

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Place brand Something is a brand only if perceived as a brand (Kapferer, 2013) “Kotler defines a brand as “a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors” (Kotler 1991, p.442).” (Braun 2008, p. 35) “The basic idea is that a brand represents brand equity for a company. Kevin Lane Keller (1993, p.1) defines “brand equity in terms of the marketing effects uniquely attributable to the brand – for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name.” (Braun 2008, p. 35) 22


Place markeJng as part of public markeJng Degree of differentiation

Nil/low

High

Degree of involvement in the relationship Low

High

Restricted marketing

Primacy of relational marketing

Example: renewing a passport or an ID (identical documents and fee for all) Primacy of the offer and content of the exchange Example: collecting household waste (specific days, phone call, info per SMS)

Example: mandatory children’s schooling Full marketing Example: place marketing

DifferenJaJon offer and personal involvment of beneficiaries Pasquier & Villeneuve (2011, p. 23) 23

Braun 2008

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“The branding perspective adds something essential to public administration perspectives that so far has been largely ignored, that is, the role of influencing perceptions and motivating actors by means of symbolic constructions that mainly work by means of associations and emotions.” Eshuis Jasper and Klijn Erik-Hans. (2012). Branding in Governance and Public Management, New York: Routledge, p. 36.

Really?

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Marketing strategy Strategy in 3 phases: • 

Analysis (What about now?)

• 

Planing (Where do we go?)

• 

Implementation (How do we do it?)

5 steps according to Kotler (2007): 1.  Understand the market, customers needs and desires 2.  Conceive a marketing strategy : customer-oriented 3.  Set a marketing plan that delivers superior value 4.  Build relationships and create customer satisfaction and delight 5.  Capture value from customers Organisation ß à Customers

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Place marketing steps 1.  Place audit (‘diagnostic concurrentiel’): internal and external –  SWOT –  CERISE REVAIT® 2.  Shared project –  Governance (PPP, agency, unit in the admin., network,…) –  Stakeholders involvment: participation process –  Strategic vision 3.  Strategic plan (segmentation, targeting and positioning) –  Socio-demographic criteria –  Criteria regarding attitudes, values, personalities or lifestyles –  Criteria regarding the motivation: needs and benefits –  Criteria regarding the behaviour (loyalty) 4.  Implementation: to offer a marketing mix in relation with the strategy 5.  Evaluation: monitoring, impact assessment

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Example: place marketing campaign focus one target Stockholm (to attract a specific target group : the gay community) https://www.youtube.com/watch?v=dLJZCiGVSlA

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Marketing strategy

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Titre de la présentation mardi, 23 février 16

31 Titre de la présentation

A marketing tool for the identification and valorisation of competitive assets : CERISE REVAIT® 13  key compinents of production factors •  C Capital Humain •  E Entreprises et acteurs leaders •  R •  I

Réseaux et points nodaux Infrastructures / Immobilier

•  S •  E

Services Evénements professionnels

•  R •  E

Recherche et Développement / Innovation Entreprises secondaires / tissu économique / filières & secteurs

•  V •  A

Valeurs et identité du territoire Actions collectives structurantes

•  I •  T

Image extérieure TIC

•  ®

®essources naturelles et physiques / Villes clés

32 Reference : Christophe Alaux IMPGT and www.marketing-territorial.org

Target groups

Zenker and Jacobsen 2014

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Braun 2008

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Target groups according to Chamard

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Target groups by Jacobsen 2014

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Company as a specific target group There is a huge competition between places to attract investments à Invest in Switzerland https://www.youtube.com/watch?v=vd99IJQhk7U à Invest in Kazakhstan https://www.youtube.com/watch?v=IF58UpiFsco à Invest in France https://www.youtube.com/watch?v=wIaVM072ihA Places try to differentiate themselves by doing the same! à contradictory mimicry (Babey & Giauque, 2009; Griffiths, 1998; Holcomb, 1994; Houllier-Guibert, 2009). 37

Rankings

« snapshot[s] of the symbolic battlefield of cities » (Anttiroiko, 2014) « outils de diagnostics longitudinaux » pour le marketing territorial (Chamard et al., 2014, p. 79) Examples: Ernst & Young (« attractiveness surveys ») KPMG (Global Cities Investment Monitor de KPMG) Credit Suisse Location Quality of the Swiss Cantons « Global Cities Index » from consulting AT Kearney « Best-Performing Cities index » from the Milken Institute rankings from the consulting firm ECA International « Saffron european city brand barometer » « European Green City Index » PWC Cities of Opportunity Report Good Country Index FutureBrand Country Index Bloom Consulting Country Brand Index Rankings from the French agency called Agence française pour les Investissements internationaux (AFII) OCDE statistics on FDI or from other institutions such as World bank, IMF Global Competitiveness Report from the World Economic Forum (WEF) "Innovation Union Scoreboard” of the European Commission fDi Intelligence from the Financial Times BBC GlobeSpan Manufacturing index from Cushman & Wakefield More academic to a certain extent World Competitiveness Scoreboard from the IMD Anholt GMI City Brands Index Anholt GFK Nation Brand Inde Global Innovation Index (The Global Innovation Index 2014 : The Human Factor in Innovation) from Cornell 38 d'administration des affaires) and WIPO. University, l’INSEAD (l'Institut européen

Company as a specific target group Location and relocation process Standortentscheidungsforschung : Standortauswahl (Balderjahn, 2014, p. 55 ; Balderjahn & Schnurrenberger, 1999)

Company internal process

Company needs and demands Selection of potential places (Longlist) Evaluation of places and possible choices • Adoption of evaluation criteria • Evaluation of places : in general and in details • Selection of preferences (Shortlist) Decision and implementation • Ensure the implemenatation and negotiation • Control • Ajustment

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Location factors Soft and hard factors à Place branding literature approach vs. “from the business side” Important literature devoted to company location (attractiveness and location factors) Corporate geography (John, Knyazeva, & Knyazeva, 2011; Laulajainen & Stafford, 1995) Standortentscheidungsforschung (Balderjahn, 2014; Balderjahn & Schnurrenberger, 1999) A highly developed and technical field in the practice à Practitioners and consulting firms (rankings and benchmarking) 40

Philip Kotler, 2002 : Hard factors for place marketing attraction: economic stability, productivity, costs, property concept, local support services and networks, communication infrastructure, strategic location, incentive schemes and programmes. Soft factors: niche development, quality of life, professional and worldwide competencies, culture, personnel, management, flexibility and dynamism, professionalism in contact with the market, entrepreneurship and “unexpected relevances”.

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Attractiveness Factors with Data from EY: Chiomento, Bruno,

Robinson, Philip, & Miolo, Alessandro.

(2014). EY's attractiveness surveys:

Ernst & Young.

“Switzerland’s loca2on factors as seen by interna2onal investors” according to EY a;rac2veness survey “How do you rate Switzerland in terms of the following loca8on factors?” Propor8on answering “very a>rac8ve” + “quite a>rac8ve” (n = 200) 93% (64% + 29%) Quality of life 92% (63% + 29%) Stable poliJcal system and reliable administraJon 90% (60% + 30%) Stable social climate 89% (64% + 25%) Stability of the franc 88% (44% + 44%) Corporate culture 87% (62% + 25%) Level of educaJon/training of workforce 86% (47% + 39%) Quality of educaJonal system 84% (51% + 33%) Sector-specific know-how 83% (55% + 28%) Transport and logisJcs infrastructure 82% (47% + 35%) Corporate tax 80% (49% + 31%) Language, culture, open-mindedness 78% (36% + 42%) Flexibility of labor law 73% (45% + 28%) Availability and quality of research and development 69% (33% + 36%) Staff costs Renaud Vuignier 2014 UNIL - IDHEAP 56% (19% + 37%) 42 Availability and price of commercial/industrial [email protected] property

Attractiveness : location factors for companies Output market potential The existence of a cluster (collaboration with relevant bodies) Intellectual property protection Transport and logistic infrastructures Economic incentives (corporate taxes, special conditions for the first years) Availability and price of commercial or industrial property Quality of workforce (productivity of workforce, cost of workforce) Social climate (flexibility of labour law) Political system (stability, rule of law, market-friendly system) Stability of the currency Safety Quality of life à Does place brand (place name, association, place attachment, place awareness, reputation and image) play a role? 43

EXERCISE - Please read the text regarding the case of Hamburg: Zenker, Sebastian, & Beckmann, Suzanne C. (2013). Measuring brand image effects of flagship projects for place brands: The case of Hamburg. Journal of Brand Management, 20(8), 642-655. doi: 10.1057/bm.2013.6 And criticise in terms of: -  Methods -  Managerial implications -  Presentation of the case of Hamburg Questions: -  Is it useful? How would you improve such a measure? -  What is a Flagship project? Do you have examples?

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Place marketing strategy à This video summarizes what a place branding strategy is : https://vimeo.com/66920801 (from the consulting firm Resonance Co)

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Place branding concepts Brand / Mark from a juridic point of view : trademark (™) or registered trademark (®) vs brand Brand awareness Brand identity : from the organisation Brand image : from customer Brand positionning : in the competitive environement Brand loyality Brand equity Brand value Not to be missunderstood Impact study Image and brand Communication and promotion campaign Label (label territorial ou du terroir) COO-effect Made in 46

‘In industry and on the street one is more likely to hear the term “brand” as opposed to “mark”. It is important to clarify that while these terms may overlap they are not one and the same. Branding is a markeJng term which embodies many different concepts with intellectual property rights, principally trademarks, contribuJng towards its development. A brand, is therefore a larger and more amorphous concept, being essenJally a communicaJon tool whereas a trademark and other intellectual property rights, which may contribute to it, are based in law and have clear legal definiJons.’ World Intelectual Property OrganisaJon (WIPO), 2015

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“brand equity in terms of the markeJng effects uniquely ahributable to the brand – for example, when certain outcomes result from the markeJng of a product or service because of its brand name that would not occur if the same product or service did not have that name.” Keller (1993, p.1) repris par Braun (2008) “We look at brand value in both customer and in financial terms, measuring the contribuJon of the brand to business results.”, ““We assess three key leaders of value creaJon : the brand financial performance, its influence on customers’ choice and the strength of the brand relaJve to compeJJon.”, The Role of Brand Index: ”PorJon of the decision of purchase that is ahributable to the brand relaJve to other factors”. The Role of Brand Index (RBI) quanJfies this as a percentage. RBI determinaJons for Best Global Brands derive, depending on the brand, from one of three methods: primary research, a review of historical roles of brands for companies in that industry, or expert panel assessment. (Interbrand, 2015)

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References Andersson, I. (2014). Placing place branding: an analysis of an emerging research field in human geography. Geografisk Tidsskrift-Danish Journal of Geography(ahead-of-print), 1-13. Ashworth, G., & Kavaratzis, M. (2007). Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8), 520-531. doi: 10.1057/palgrave.bm.2550133 Berglund, E., & Olsson, K. (2010). Rethinking place marketing: a literature review. Paper presented at the 50th European regional science association congress. Braun, E. (2008). City Marketing: Towards an Integrated Approach. (Ph.D. thesis), Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/13694 (EPS-2008-142-ORG) Braun, E., Kavaratzis, M., & Zenker, S. (2013). My city – my brand: the different roles of residents in place branding. Journal of Place Management and Development, 6(1), 18-28. doi: 10.1108/17538331311306087 Chamard, Camille, Gayet, Joël, Alaux, Christophe, Gollain, Vincent, & Boisvert, Yves. (2014). Le marketing territorial : comment développer l'attractivité et l'hospitalité des territoires ? Louvain-la-Neuve: De Boek. Chan, C.-s., & Marafa, L. M. (2013). A review of place branding methodologies in the new millennium. Place Branding and Public Diplomacy, 9(4), 236-253. doi: 10.1057/pb.2013.17 Eshuis, Jasper, Braun, Erik, & Klijn, Erik-Hans. (2013). Place marketing as governance strategy: An assessment of obstacles in place marketing and their effects on attracting target groups. Public Administration Review, 73(3), 507-516. Gertner, D. (2011). Unfolding and configuring two decades of research and publications on place marketing and place branding. Place Branding and Public Diplomacy, 7(2), 91-106. Govers, Robert. (2011). From place marketing to place branding and back. Place Branding and Public Diplomacy, 7(4), 227-231. Hankinson, Graham. (2010). Place branding research: A cross-disciplinary agenda and the views of practitioners. Place Branding and Public Diplomacy, 6(4), 300-315.

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Jacobsen, B. P. (2012). Place brand equity: a model for establishing the effectiveness of place brands. Journal of Place Management and Development, 5(3), 253-271. doi: 10.1108/17538331211269657 Kapferer, J.-N. (2007). Les marques - Capital de l'entreprise (Vol. 4th edition). Kavaratzis, Mihalis, & Ashworth, Gregory J. (2005). City branding: an effective assertion of identity or a transitory marketing trick? Tijdschrift voor economische en sociale geografie, 96(5), 506-514. Lucarelli, A. (2012). Unraveling the complexity of “city brand equity”: a three-dimensional framework. Journal of Place Management and Development, 5(3), 231-252. doi: 10.1108/17538331211269648 Michelet, Jacques Felix, & Giraut, Frédéric (2014). Construction of a place brand. The Valais brand or the virtues and risks of place branding. Journal of Alpine Research| Revue de géographie alpine(102-1). Monnier, Philippe D. (2015). Promotion économique de la Suisse occidentale : radiographie sans complaisance. Genève: Slatkine. Pasquier, Martial, & Villeneuve, Jean-Patrick. (2011). Marketing Management and Communications in the Public Sector: Taylor & Francis. Vuignier, R. (2014). Place marketing for public administrations: the role of politico-institutional aspects in place branding. Paper presented at the European Group of Public Administration (EGPA), Panel Study Group XVI Public and Nonprofit Marketing, Speyer, Germany. Vuignier, R. (2015). Cross-Border Place Branding: The Case of Geneva Highlighting Multidimensionality of Places and the Potential Role of Politico-Institutional Aspects. In Inter-Regional Place Branding (pp. 63-72). Springer International Publishing. Zenker, S. (2014). Measuring place brand equity with the advanced Brand Concept Map (aBCM) method. Place Branding and Public Diplomacy. Zenker, S., & Beckmann, S. C. (2013). Measuring brand image effects of flagship projects for place brands: The case of Hamburg. Journal of Brand Management, 20(8), 642-655. doi: 10.1057/bm.2013.6 Zenker, Sebastian, & Beckmann, Suzanne C. (2013). Measuring brand image effects of flagship projects for place brands: The case of Hamburg. Journal of Brand Management, 20(8), 642-655. doi: 10.1057/bm. 2013.6

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EXAMPLES IN VIDEOS à Vancouver in 1960 (from 30’’ to 1’)

Geneva International

à Cincinnati, Ohio, USA

https://www.youtube.com/watch? v=AZLPzZzW9fg&list=PLBWtBwvbb1LHNcJ4QjFG7oOASPZ2jeBP&index=21

https://www.youtube.com/watch?v=KJfcf1n21Ig

I am sterdam

à Invest in Switzerland

https://www.youtube.com/watch? v=ecuLRqj2hUc&list=PLBWtBwvbb1LHNcJ4QjFG7oOASPZ2jeBP&index=8

https://www.youtube.com/watch?v=GOkTF8Rz9UQ

https://www.youtube.com/watch?v=vd99IJQhk7U à Invest in Kazakhstan https://www.youtube.com/watch?v=IF58UpiFsco

Valais. Engraved on my heart.

https://www.youtube.com/watch?v=wIaVM072ihA

https://www.youtube.com/watch? v=r9vquuVUTMU&list=PLBWtBwvbb1LHNcJ4QjFG7oOASPZ2jeBP&index=14

Visit Finland

Monaco

https://www.youtube.com/watch?v=46pM5V00mv4

https://www.youtube.com/watch?v=ONjoLb9uMXY

Peru Brand

Stockholm (to attract a specific target group : the gay community)

à Invest in France

https://www.youtube.com/watch?v=TnkNg80dk2g Iceland https://www.youtube.com/watch?v=npawmHVaf-E Brand USA (BBC Advertising) https://www.youtube.com/watch?v=yPTYAYQWqtI Bahamas https://www.youtube.com/watch?v=QP4Gg7NtA6s Business is GREAT Britain ; Design is GREAT Britain ; Food is GREAT Britain

https://www.youtube.com/watch?v=dLJZCiGVSlA Mississauga, ON (next to Toronto, Canada) https://www.youtube.com/watch?v=tVkniXXZEZ0 Astana 2017 https://www.youtube.com/watch?v=TONy00_aJUA Visit Zürich. Discover Switzerland https://www.youtube.com/watch?v=n4W-jvTS7l8 Why didn’t you invest in Eastern Poland? https://www.youtube.com/watch?v=FlxfIdsDynE

https://www.youtube.com/watch?v=YHYiH1Kp1YM ; https://www.youtube.com/watch?v=ZcNUQV2qJSw ; https://www.youtube.com/watch?v=_OomVVu8AR4

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Thank you for your attention! Do you have questions ? [email protected]

Picture of Great Geneva and beyond found online on 2015 52