Urban Events, Place Branding and Promotion: Place Event Marketing, 1st Edition (Hardback) book cover

Urban Events, Place Branding and Promotion

Place Event Marketing, 1st Edition

Edited by Waldemar Cudny


264 pages | 23 B/W Illus.

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Hardback: 9781138354395
pub: 2019-10-18
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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.

Table of Contents

1. The concept of place event marketing – setting the agenda

Waldemar Cudny

2. Cultural promotion of place as ‘northern’ space - the case of

the Umeå2014 - European Capital of Culture event

 Håkan Appelblad

3. Branding authenticity - Perceptions of La Patum de Berga, a complex place marketing event in Catalonia, Spain

Alba Colombo, Natàlia Cantó-Milà

4. Participatory Cultural Events and Place Attachment: A New Path towards Place Branding?

Zafeirenia Brokalaki, Roberta Comunian

5. The impact of outdoor cultural festivals on the city image – Lublin case study

Aleksandra Kołtun

6. Place Branding Through Culture and Arts Events: Cases from Eastern Canada

 Lee Jolliffe, Nancy Chesworth and Hilary du Cros

7. Resisting Rio de Janeiro’s Event-Led Place Promotion: From Insurgent Rebranding to Festive Counter-Spectacle

Anne-Marie Broudehoux

8. Geographies and branding impacts of non-metropolitan music festivals in the Western Cape Province of South Africa

Ronnie Donaldson, Henry Duckitt

9. Enhancing Macao’s Tourist Destination Brand Image through Cultural Festivals

Xu Ye

10. Brand Hong Kong: Art Hub for China’s Belt and Road Initiative

Hilary du Cros, Lee Jolliffe

11. Conclusions

Waldemar Cudny



About the Editor

Dr hab Waldemar Cudny specializes in urban and tourism geography. He is a graduate of the Department of Geography at the University of Lódz (Poland),where he received his MA in geography specialising in spatial economy and spatial urban planning (1999) and his PhD in socio–economic geography (2004). Currently he holds a position of Associate Professor at The Jan Kochanowski University (JKU) in Kielce (Poland). Dr Waldemar Cudny has conducted research on festivals and their impacts on cities, socio-economic transformation of post-socialist cities, urban tourism and car tourism. He has published several books on the role of festivals in the development of cities and ‘car tourism.’ In recent years, Dr Waldemar Cudny has been conducting research on city marketing, city promotion and branding. In 2019 his latest book entitled "City Branding and Promotion: The Strategic Approach" (Routledge, 2019) was published.

About the Series

Routledge Contemporary Perspectives on Urban Growth, Innovation and Change

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, faye.leerink@tandf.co.uk.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism