206 pages | 23 B/W Illus.
Urban Events, Place Branding and Promotion explores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events.
With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities on urban place promotion and branding are thoroughly explored through a variety of international empirical case studies.
This will be of great interest to upper-level students and researchers in events marketing and management, tourism and the broader field of urban geography. The concluding chapter also proposes future research directions.
1 The concept of place event marketing: setting the agenda
2 Cultural promotion of place as ‘northern’ space: the case of the Umeå2014 – European Capital of Culture event
3 Branding authenticity: perceptions of La Patum de Berga, a complex place marketing event in Catalonia, Spain
Alba Colombo and Natàlia Cantó-Milà
4 Participatory cultural events and place attachment: a new path towards place branding?
Zafeirenia Brokalaki and Roberta Comunian
5 The impact of outdoor cultural festivals on the city image: Lublin case study
6 Place branding through culture and arts events: cases from Eastern Canada
Lee Jolliffe and Nancy Chesworth
7 Resisting Rio de Janeiro’s event-led place promotion: from insurgent rebranding to festive counter-spectacle
8 Geographies and branding impacts of non-metropolitan music festivals in the Western Cape province of South Africa
Ronnie Donaldson and Henry Duckitt
9 Enhancing Macao’s tourist destination brand image through cultural festivals
10 Brand Hong Kong: art hub for China’s Belt and Road Initiative
Hilary Du Cros and Lee Jolliffe
Urban transformation affects various aspects of the physical, social, and economic spaces. This series contains monographs and edited collections that provide theoretically informed and interdisciplinary insights on the factors, patterns, processes and outcomes that facilitate or hinder urban development and transformation. Books within the series offer international and comparative perspectives from cities around the world, exploring how ‘new life’ may be brought to cities, and what the cities of future may look like.
Topics within the series may include: urban immigration and management, gender, sustainability and eco-cities, smart cities, technological developments and the impact on industry and on urban societies, cultural production and consumption in cities (including tourism, events and festivals), the marketing and branding of cities, and the role of various actors and policy makers in the planning and management of changing urban spaces.
If you are interested in submitting a proposal to the series please contact Faye Leerink, Commissioning Editor, [email protected]