Date: 4 June 2019
Venue: Courtyard by Marriott Tbilisi Hotel, 4 Freedom Square, Tbilisi , Georgia
Register your interest to the event
How to successfully brand your city and attract tourist?
City management Platform by Expert Center of Academic Union (Great Britain)
The European Place Marketing Institute – Best Place (Poland)
- For whom this seminar concern?
The seminar is intended for officials and marketers who work for territorial units, in particular, city and region councils and organizations, local and regional tourist offices, as well as, DMOs.
- Join our workshop and launch your tourist destination brand to gain recognition and attract more tourists.
We cordially invite you to take part in a unique workshop on tourist destination branding. It is an occasion to learn, discuss and consult up-to-date challenges considering efficient tourist destination branding strategy. You’ll work directly within a small group of participants under the watchful eye of experienced experts from the European Place Marketing Institute – Best Place, who have experience in Georgia.
You will obtain a very practical, evidence-based knowledge on how to start designing your tourist brand. The workshop represents also a great inspiration for any destination marketers since they can get deep insights into many mind-provoking case studies, hear and discuss original interpretation and conclusions deriving from both theory and practice.
- Why Georgia?
It is not by chance that the city of Tbilisi, the capital of Georgia was chosen as the venue for the workshop.
Currently, the country experiencing a tourist boom. Tourism has already become the main industry of Georgia and in 2018 the growth of the tourism industry was 27%, and Batumi entered the top 10 best cities in Europe according to National Geographic Traveler. Secretary General of the World Tourism Organization Zurab Pololikashvili praised Georgia in terms of tourism development focusing on the country's important reforms for the development of tourism which brought Georgia among the leaders of the sphere.
The workshop authors were involved in creating an attractive tourist brand of Georgia and collaborated with Georgian National Tourism Administration on the project: ‘Tourism Marketing, Promotion, Online Coverage and
Destination Management for Kakheti and Imereti Regions and Georgia" carrying out research "Georgia Country Image Research’.
Workshop with a mix of lecture, case studies analysis and discussion, fitting the needs of the participants
Mr ADAM MIKOŁAJCZYK
Co‐founder & CEO Best Place, European Place Marketing Institute An international place marketing expert, passionate about branding and cities. More than 15 years associated with territorial marketing and tourism consulting. European Place Marketing Institute ‐ a boutique consulting organization (think‐and‐do tank) that aims to professionalization and popularization of place marketing and branding with current projects in Central and Eastern Europe. For example in Poland (Warsaw, Cracow, Gdanks etc.).
Also Initiating Founding Member at International Place Branding Association (www.placebranding.org).
Speaker and expert in the dozens of profile conferences. A jury member of many competitions of the best advertising and tourist product. Engaged by the British Council to the international group of experts ‘City Idea Bakers’.
Dr JAROSŁAW GORSKI
Vice‐president Best Place, European Place Marketing Institute. A lecturer, coach and a consultant, advisor and place marketing trainer for the employees of the local government.
Author scientific publications, conference speaker and expert commentator. Specialist in place marketing and place competitiveness, taking into account marketing and brand strategies, marketing planning and evaluation. Author and co‐author of many place marketing strategies for cities and regions in Europe.
He has a great experience in place branding and marketing for cities and regions as a member of research and project teams. Researcher on countries’ and regions’ competitiveness, influence of globalisation on places, European integration and eurozone, place promotion and consumer ethnocentrism.
- Overall learning outcomes:
• What are the key tourist destination marketing & branding trends
• What are the principles of creating and promoting successful destination brand
• How to create the destination brand communication activities
• How to start designing the tourist destination brand using design thinking approach
09:00 – 09:30
Registration, morning coffee
09:30 – 14:00
Professional meeting and Tourist Destination Branding Workshop Opening Presentations of participants.
- Key tourist destination marketing & branding trends
- The best and the worst tourist destination branding campaigns
- Key success and failure factors of tourist destinations branding projects
Tourist destination branding strategy and communication
- Designing the destination brand strategy - principles and procedures
- Place brand identity models
- 360° destination communication - an overview of promotional tools and practices
Practical workshop on tourist brand design with design thinking approach
- Introduction to design thinking methodology for tourist destination branding
- Workshop in groups in accordance with the World Cafe methodology
- Summary and conclusions
Presentation of the certificate of workshop and Flag and Certificate of Innovative and Innovation attractiveness
14:00 – 15:00
15:00 – 18:00
Negotiations, personal consultations.
Bus-walking tour ‘Secrets of Old Tbilisi’. Discover the sights of the Georgian capital (optional)