In the last in a series of five white papers published by SportBusiness International Knowledge Centre that highlight the key themes and findings from the Ultimate Sports Cities 2014 Awards, head judge Rachael Church- Sanders takes a closer look at the category of Branding and Marketing alongside fellow judges Terrence Burns, managing director at Teneo Strategy; Hazem Galal, partner at PwC; and Lars Haue-Pedersen, managing director at TSE Consulting. She also spoke to Cristian Cook, creative director at branding agency Designwerk.
Areas that were considered when ranking the cities in this category included:
Q: How easy is it to find out who is responsible for events in a city and how well-presented/user-friendly are their websites?
Q: How well do they promote themselves?
Q:Has the city built up an effective brand?
Q:How well is the city using social media to promote its events and activities?
Branding of cities and countries has become more prevalent in the major events industry as hosts look to stand out from the crowd. The brand needs to be based around a set of values and Unique Selling Points that embody a city or country.Read on
Q & A with Cristian Cook, creative director of Designwerk. Designwerk has created branding for major events such as the Uefa Champions League and Uefa Europa League finals in cities including Dublin and Bucharest.Read on
London was ranked first in the 2014 Ultimate Sports Cities rankings in the category of Branding and Marketing. Hosting the Olympics has given London a massive boost on the world stage, with huge numbers of international visitors flocking to the city.Read on
Melbourne is promoted internationally through its tourism agency Tourism Victoria. Together with its airline and key industry partners, Tourism Victoria is responsible for creating trade and consumer marketing strategies. Major events play a key role in its tourism strategy.Read on
Public authority Glasgow City Marketing Bureau (GCMB) has a dedicated international PR teamthat works to raise Glasgow’s profile by targeting international media, delivering destination visits for journalists built around strategic themes, and hosting on-territory media events. In 2013, GCMB hosted 81 international media in the city.Read on
Auckland Tourism Events and Economic Development (ATEED), the public body responsible for major sports events in Auckland, has a destination division that oversees both major events and tourism. This allows for a coordinated approach to events marketing, which sees Auckland maximise tourism benefits from major events.Read on