City branding and affinity
After years of investing in improved infrastructure and superb public services, a prominent European city was still stuck with its old reputation which did not reflect the innovative, dynamic place it had become.
Audiences, businesses and residents were unaware of a new reality, and the contribution of the city’s DMO to the economic development of the city.
We conducted an extensive research phase that included private and public data sets, revealing:
The ideal offering the city has for key audiences such as its citizens, visitors, businesses and students.
The competitive advantages the city holds against other locations competing for the same audiences.
The ideal channels, timing and messaging to change hearts and minds within defined target audiences.
We then implemented a new cross channel branding strategy in coordination with the multiple agencies the city was contracted with. This strategy included:
Digital marketing strategy, including paid, earned and owned media, for B2B and B2C purposes.
The strategy included Display, mobile, content, video, eMail, social, influencer and location targeting components that worked in sequential unison to optimize reach and impact.
Out of home and digital billboard presence in key locations, including pop up presence that went viral.
An event strategy that included both ownership, participation and sponsorship of key events.
Print media presence in select publications.
A complementary PR and communications strategy that leveraged other activities for mass exposure.
Over a two year period we were able to:
Increase the city’s owned digital and social media subscribers/ followers by a total of 3X
Increase awareness by 28% amongst relevant target audiences
Increase consideration by 3.7X amongst marketing message exposed audiences
Increase the city’s position in the Reputation Institute’s RepTrak ranking by 6 spots
Include brand affinity, reputation and favorability factors as a part of the KPI set for the well-being of the city.