ACADEMY OF URBANISM
PLACE BRAND STRATEGY
We are specialists in place, destination and development brand strategy and its implementation. We provide value to our clients by enabling them to tailor their place and development proposals to market needs, wants and aspirations.
Click here for a quick guide to our approach to place brand strategy.
Place and destination brand strategy tells the story of the planned evolution of the offer and experience of your place for your target audiences – businesses, organisations, residents, workers, learners and visitors.
Place brand strategy enables developments, attractions, towns and cities to become sought after destinations where people and businesses will spend time and money.
We have experience of developing brand strategies for individual developments, waterfront and dockland developments, mixed-use developments, green technology districts, shopping centres, high streets, city centres, entire cities, sports and leisure facilities, eco-tourism resorts, hotel resorts, and tourist driving routes.
Click here for a current copy of our Capability Statement which summarises our range of services and our most recent projects.
Listed below are our principal consulting services. Click on each for more details
- Place and Destination Audits
- Place and Destination Brand Strategy
- Development Brand Strategy and Marketing
- Place and Destination Marketing Strategy
- Experience Masterplanning
WORKSHOPS & SEMINARS
- Development Brand Strategy and Marketing
- An introduction to Place and Destination Branding and Marketing
- Place and Destination Brand Leadership and Partnerships
A tool to help places and destinations find their way to a compelling brand proposition.
- Desired Future Place
- Different Lifestyle
- New Offer
- New Experiences
- Current Offer
- Planned Offer
- Target Market
- Market Research
- Development Programme
- Target Market Segment
- Testing Framework
- Analysis of Results
- Brand Refinement
- Brief for Masterplanners
- Brief for Architects
- Development Assessments
- Investment Assessments
- Brief for Graphic Designer
- Marketing Strategy
- Communication Plan
- Brand Budget
- Brand Organisation
- Brand Action Programmes
- Monitoring and Evaluation
- Brand Impact
- Brand Refreshment
Our Place Matters Brand Compass© enables our clients to envision and plan the kind of place that they want to create, to specify in detail the offer it will have, to describe clearly the experience people will have there, to test the brand in the market with target audiences and to be clear on the key messages about the place that will inform their marketing strategy and communications.
The Compass incorporates a number of our proprietary tools including our Placematters Experience Masterplan© which is designed to identify the existing strengths and assets of the place and its current offer and experience, and our Placematters Marketing Masterplan© which is designed to test draft brand strategies with target market audiences, market conditions and current realities.
Click here for a short presentation (in PDF format, 1.5MB) on the Brand Compass.
COSTA RICA COMMISSIONS BLOOM CONSULTING AND PLACEMATTERS TO ASSESS IT'S BRAND REPUTATION
San Jose, Madrid and London
Three years after the launch of the “Essential Costa Rica” brand, Procomer, the institution in charge of promoting the exportation of Costa Rican goods and services throughout the world, hires Bloom Consulting, an international Country brand consultancy based in Madrid, alongside Placematters, a Place Brand Strategy company based in the United Kingdom, in order to evaluate the impact of the Country Brand Strategy of Costa Rica and the “Essential Costa Rica” brand.
During this project, market research will be carried out with the purpose of understanding the external, international perception of the “Essential Costa Rica” brand in different key geographical markets and population groups in order to evaluate and weight the Country Brand in terms of its offer in the areas of Investment, Tourism and Exports. Bloom Consulting and Placematters will utilize their expertise as well as their Digital Demand Technology and Brand Compass to assess the performance and appeal of Costa Rica’s Country Brand. The two companies will ascertain Costa Rica’s current nation brand position, built using the “Essential Costa Rica” branding strategy, and subsequently determine ways of further developing Costa Rica’s brand in the future.
The companies were selected to carry out this project on the basis of their experience in country and tourism brand strategy and their ability to deploy effective proprietary tools and research processes developed and refined over recent years of application.
If you would like to share your perceptions on Costa Rica, as a tourist destination or as an investment location click on the links below to go to our survey questionnaire:
A COLLECTIVE COLLABORATIVE BRAND STRATEGY FOR THE UK COASTLINE
Seamless Sea Forum, London
On 19 October 2016 Malcolm Allan made a presentation on this topic at the Seamless Sea Forum in London organised by the Honor Frost Foundation, an event that brought together for the first time many of the organisations currently working on aspects of marine and coastal development. Malcolm proposed that the time has come for these organisations and others to work collaboratively together for the good of the coast. He proposed that an effective vehicle for doing so was to create a holistic and unifying coastal development brand strategy.
WORKSHOP : EXPERIENCE MASTERPLANNING TO LINK PLACEBRANDING AND PLACEMAKING
City Nation Place Conference, London
On 10 November Malcolm Allan is running a workshop at the 2nd annual City Nation Place Conference in London on “Experience Masterplanning and integrating the work of Place Branders and Place Makers”. You can see the conference programme here www.citynationplace.com and for a video of Malcolm’s session at the 2015 conference please click here and sign in.
BHA submission to Government
Placematters has made a submission to the All Party Parliamentary Committee on the Visitor Economy which is conducting an Inquiry into the Economic Potential of Coastal Communities. Our submission is on “The Case for a Brand Strategy for the Development of Coastal Tourism”. You can read a copy of the submission at LinkedIn.
MARCA PAIS PARAGUAY
Malcolm Allan is a member of the team put together by Jose Filipe Torres, founder of Bloom Consulting (Offices in Madrid, Lisbon and Sao Paulo), and Christian Valente of Kausa Central Creativa of Asuncion in Paraguay, which has been awarded the contract for the development of Marca Pais Paraguay – the country brand strategy for the country. The work was formally launched on Thursday I September at a press conference in Asunción (the capital) following a briefing session with the President Sn Horacio Cartes. The brand will be developed over the next seven months with a launch at the end of March 2017.
JUST A MINUTE ON THE PIER
Pier District, St Petersburg Fla.
Please have look at this short video of Malcolm Allan talking about the challenge of creating a real sense of place for the new Pier District in St Pete through a comprehensive destination branding strategy for the offer of the new pier. For more information on this project click on www.newstpetepier.com
SEVEN POINT COASTAL ACTION PLAN
British Hospitality Association
The British Hospitality Association has just published its “Seven Point Coastal Action Plan” for discussion with government, a copy of which can be accessed at the BHA website. This plan is based on an extensive report prepared for the BHA earlier this year – “The Potential Contribution of Coastal Tourism to the Regeneration of Seaside Towns”, a copy of which can be downloaded here
On 27 June Malcolm Allan participated in the first annual conference held in Casablanca to assess progress on the development of Morocco’s national brand strategy. Malcolm spoke on the subject of how country of origin goods can support a national brand and the ways in which the national brand can support and raise awareness of the country’s products.
Malcolm wrote a blog post on the conference for PlacesBrands and it can be read at PlaceBrands.com
ST. PETERSBURG PIER DISTRICT FLORIDA
Placematters is working with the Tampa and Dublin offices of Colliers International to develop a destination brand strategy for the new Pier District of the city of St. Petersburg in Florida on the edge of Tampa Bay. The focus of the project is the new pier now being created and the area around it on the waterfront of downtown St Pete.
COASTAL TOURISM STUDY
Placematters has recently completed a major study for the British Hospitality Association (BHA) on The Contribution of Coastal Tourism to the Regeneration of Seaside Towns.” A copy of the study will be available from the BHA on its web site at www.bha.org.uk in July.
A VISION FOR RENFREWSHIRE
In February Malcolm Allan prepared and ran a one-day workshop for the Corporate Management Team of Renfrewshire Council to enable it to develop a vision for the future development of the area to inform subsequent work on the development of a brand strategy.
GLASGOW AIRPORT DEVELOPMENT
Placematters has been working as a member of a team led by Colliers International in Edinburgh assessing the development potential of land around Glasgow Airport in the west of Scotland, as part of the Renfrewshire element of the Glasgow City Deal, taking the lead on developing thinking on a brand-led strategy.
CORK REGION BRAND STRATEGY CASE STUDY
Read Malcolm Allan’s compendium blog about the work of Colliers International, Fuzion, Location Connections and Placematters on the development of the brand strategy for the Cork region in south west Ireland, one of the first city region brand strategies in Europe.
A copy of the Brand Book created for this strategy can be accessed at www.corkbrand.ie
For more information on the Cork Brand Strategy take a look at the PlaceBrandObserver blog
NEW MASTERPLANS FOR GRIMSBY AND CLEETHORPES TOWN CENTRES
Placematters is working with LDA Design who are leading a team advising North East Lincolnshire Council on the development of masterplans for the town centres of Grimsby and Cleethorpes.
BENEFITS OF CITY AND REGIONAL DESTINATION BRANDING
On 3 June Malcolm Allan gave a keynote presentation at Oslo Gardermoen Airport to stakeholders from the Oslo city region on the subject of “The Benefits of City and Regional Destination Branding”, in which he explored the important role of airports in regional brand development and delivery.
Click here for a copy of the presentation.
Click here for a copy of Malcolm’s remarks at the conference.
BRAND PROPOSITION FOR CORK REGION
Placematters has played a leading role in devising a brand proposition for the Cork region of south west Ireland. If you have ever visited or worked in this area please take a few minutes to read the Brand Descriptor and give us your views on the offer of the place.
Click on www.corkregionbranddescriptor.com
THE AFRICAN UNIVERSITY FOR THE CREATIVE ARTS
Placematters is continuing its work for the African University of Creative Arts, to be located in Lagos in Nigeria, to create a destination brand strategy for the university, which will be the first pan-African higher education institution dedicated to the study of African creative arts, including theatre, dance, music, art, literature, film and video and digital applications. Placematters is working closely with Scottish architectural practice Stallan-Brand of Glasgow, who are appointed as masterplanners and concept designers for the new university.
Click here to download a copy of the AUCA promotional booklet.
CITY OF MISSISSAUGA
On 26 February the City of Mississauga in Ontario revealed its new city brand identity to accompany its recently agreed place brand strategy to guide the future development of the city. Long regarded as just a suburb of Toronto the brand strategy is designed to build on the city’s growing reputation as a great location to do business in Canada and one of its most cosmopolitan places; a place of highly talented people and businesses; a green and pleasant place to live, learn and work. Placematters was a key member of the team that developed the brand strategy which was led by Toronto-based brand consultancy Trajectory and also included Montreal research firm Strategic Counsel.
For more information on this major city branding project click www.mississaugabrand.ca
EUROPEAN AIRPORT REGIONS CONFERENCE
On 13 February 2014 Malcolm Allan addressed the annual conference of the European Regional Airports in Madrid on the subject of “The benefits of city and regional destination branding – attracting people, investment and airlines”.
THE WILD ATLANTIC WAY
UK Daily Telegraph carries feature on the Wild Atlantic Way for which Placematters developed a well-received brand proposition for what is the world’s longest tourism driving route.
Click here to download a PDF version of the article.
AN INTRODUCTION TO PLACE & DESTINATION BRANDING & MARKETING
An Introduction to Place and Destination Branding and Marketing - a new one day workshop for people who wish to understand what’s involved and the benefits of developing a place brand strategy.
Click here to download a leaflet on this workshop.
Placematters has pioneered the development of Experience Masterplanning – the detailed development and delivery planning of the action required to realise place and destination brand strategies. We have recently completed such a plan for East Renfrewshire’s “A Place to Grow” initiative. Click here for a PM paper that describes what’s involved in preparing such a plan.